Groom Guy, A Black-Owned Luxury Men’s Grooming And Wellness Brand, Joins Marriott’s Autograph Collection – AfroTech
New beginnings are coming for Groom Guy.
As AFROTECH™ previously reported, Darius Davie and Matthew Sears are the founders of Groom Guy, a luxury men’s grooming and wellness brand launched in 2020 that has completed more than 8,000 men’s grooming services — which include self-care services such as haircuts, beard trims, and hot towel shaves. The business has generated at least $720,000 in sales as well.
Groom Guy offers experiences at IHG’s Yours Truly DC Hotel and expanded to Salamander Washington DC, which was part of Sheila Johnson’s Salamander Collection. The location features Groom Guy’s concierge chair, marketed as the “world’s first luxury barber chair.” It weighs under 105 pounds, can be set up in three minutes, and has been ideal for stylists with easy transport.
“Now we’re having an additional value add for the hotel,” Davie told AFROTECH in a former interview.
In June, AFROTECH™ reported that the 373-room Salamander hotel was in discussions to join Marriott’s Autograph Collection. The acquisition would be made possible through a partnership between private equity real estate firm Henderson Park and Salamander Collection.
“Henderson Park and Salamander Collection collectively determined that the hotel, because of its size and location, would benefit from additional reach and loyalty points of a large brand,” a spokesperson said at the time, according to TheGrio.
In August, it was confirmed that the hotel joined Marriott’s Autograph Collection and will now be known as The Potomac Hotel, per Lodging Magazine. Pyramid Global Hospitality is now managing the property. Henderson Park remains the property’s owner, while Johnson is a minority partner. The hotel will also be a part of Marriott Bonvoy loyalty program.
Davie noted in a LinkedIn post that partnering with Marriott Bonvoy had long been a goal of his and said he remains excited about Groom Guy’s future at the hotel.
“Today marks a new chapter for Groom Guy. We started as a 300 sq. ft. pop-up shop with a simple belief: men’s grooming services could become the next revenue anchor in hotels. Groom Guy officially joins the world’s largest hotel company through our home at The Potomac Hotel, Autograph Collection, an Autograph Collection hotel by Marriott,” Davie said in a LinkedIn post.
“Moments like this remind me that when one door closes, another really does open. Congratulations to everyone involved in bringing The Potomac to life. We’re proud to be part of this next chapter and even more excited for what’s ahead as we continue reimagining the role of men’s grooming in hospitality,” he continued.
