Retailer Says Good for the Head, Good for the Body

For Nir Zilberman, the fashion business is not so different from the hair-and-beauty trade. In fact, the hairstylist might have an advantage in selling clothes, according to the West Hollywood, Calif.–based entrepreneur.

If the hairstylist knows what looks good on top of the head, Zilberman contends that the hairstylist will be an expert on what is going to look best on the rest of the body.

He put his theory to the test in November 2006, when he devoted more than half of his 2,400-square-foot salon, located at 7978 Santa Monica Blvd., to fashion. He renamed his business Just One LA. He said his store’s sales have tripled since he added fashion to his retail mix. “If you walk in here, you’re going to buy something because I love you so much,” said the ebullient Zilberman, who often greets customers with the salutation “Hi, Gorgeous!” and later offers them bottled water or organic juice.

He is one of a handful of entrepreneurs who mixes the salon business with the rag trade, but he said he believes eventually more hair salons will begin prominently selling fashion, as well. He is considering opening more Just One stores in New York, San Francisco and Hawaii.

Just One LA focuses on men’s clothing, carrying premium denim from high-profile brands such as True Religion and Stronghold. It also deals in independent labels such as Los Angeles–based Wet Cement. A good chunk of the 1,700 square feet of Just One’s retail section is devoted to men’s fashion underwear, and popular labels include Aussie Bum, Ginch Gonch and Andrew Christian, retail priced from $35 to $75.

Zilberman’s entrepreneurial operations also will concentrate on philanthropy. On Nov. 30, he raised $56,000 for nonprofit Being Alive at a store event attended by actor James Franco and performer Ru-Paul.

Zilberman also painted his boutique’s floor with the colors of the American flag. It was one way for Zilberman, an immigrant from Israel, to give thanks to his adopted country. “We have it so good here,” he said. —Andrew Asch