Foundations: Where Standards Were Formed
Long before Pall Mall Barbers became an internationally recognised name, Richard Marshall was a twelve-year-old Saturday boy sweeping floors in Bedford. What began as a quiet observation inside a local barbershop quickly became a lifelong commitment to craft. Barbering was never treated as a job. It was a discipline, a culture, and a standard to be upheld.
Throughout the early 1990s, Richard immersed himself in formal training and national competitions, sharpening both technical skill and competitive resilience. These early years forged the precision and work ethic that would later define the Pall Mall Barbers brand.
Early Milestones
- NVQ Level 2 in Barbering (1992)
- Multiple competition wins across the South of England
- National finalist placements in Blackpool
- Built a high-profile clientele in Mayfair during the late 1990s
These years were not about recognition alone. They were about mastering the fundamentals before thinking bigger.
2005: Restoring a Legacy
In 2005, Richard Marshall acquired a neglected barbershop on Whitchcomb Street in Trafalgar Square. The premises had traded for decades but had seen little care. During renovation, he discovered documentation dating the shop back to 1896.
Rather than simply reopen a business, he revived a heritage institution. The transformation of Pall Mall Barbers Trafalgar was both physical and strategic. It became the foundation of a modern British grooming brand rooted in history yet built for global relevance.
Key Developments (2005–2012)
Between 2005 and 2012, Pall Mall Barbers underwent a strategic transformation that positioned it at the forefront of modern barbering. Richard launched one of London’s first service-based barbershop websites, recognising early the power of digital visibility, and went on to achieve number one Google rankings for major barbering search terms. The store became a hub for media activity, with Richard project managing eight BBC filming projects in-house while keeping operations seamless for clients.
Pall Mall Barbers featured across BBC, ITV, Channel 4, Sky News, and the national press, significantly elevating its profile. During this period, Richard also introduced branded shaving accessories and established an e-commerce platform, laying the foundation for product expansion. What began as a neglected barbershop in Trafalgar Square evolved into one of London’s most recognised and respected grooming destinations.
From Barber to Brand Builder
In 2011, Richard made a defining decision. He stepped away from cutting hair full-time. This was not a departure from barbering; it was a commitment to scale. By shifting focus to leadership, systems, and long-term strategy, he transitioned from craftsman to entrepreneur.
Operational structures were strengthened. Online booking systems were introduced. A general manager was appointed. The business began operating with expansion in mind.
Strategic Focus
- Building systems for multi-location growth
- Investing in digital infrastructure
- Expanding brand positioning nationally
- Developing a proprietary grooming product line
The shift allowed Pall Mall Barbers to evolve beyond a single flagship location.
Strategic Expansion Across London
Growth followed with precision rather than speed. Each new location was selected for its prestige, accessibility, and alignment with the brand’s professional audience.
London Expansion Timeline
- 2013 – Fitzrovia
- 2015 – Bishopsgate
- 2015 – Westminster
- 2017 – Kings Cross
- 2018 – Paddington
- 2023 – Oxford Circus
- 2023 – Liverpool Street
Today, Pall Mall Barbers operates nine stores across London and New York, supported by over 50 professionals trained in advanced barbering techniques and service excellence.
2018: Taking British Barbering to Rockefeller Center
In November 2018, Richard Marshall opened Pall Mall Barbers NYC at 1 Rockefeller Plaza. This move positioned the brand at one of the most iconic commercial addresses in the world. Expanding into New York was not simply growth; it was a statement that British heritage barbering could compete internationally.
Despite the challenges of COVID-19 between 2020 and 2022, the NYC store adapted to evolving market conditions, operational restrictions, and international management complexities.
International Impact
- Established UK grooming brand in the US market
- Strengthened global positioning
- Demonstrated resilience during global disruption
Rockefeller Center became proof of international credibility.
Recognition, Royal Visit & Global Attention
Richard’s leadership has been recognised across retail, grooming, and international business sectors. Awards and media appearances followed as the brand matured.
In 2019, Pall Mall Barbers hosted HRH Prince William for a Men’s Mental Health initiative. The visit attracted global media coverage and positioned the brand within a broader social conversation about men’s wellbeing.
Major Recognition
- RLI Global Rising Star Award Hollywood
- Board of Trade Award Winner
- Multiple Grooming & Retail Industry Awards
- International media coverage exceeding 500 mentions
Coverage spanned ITV News, Sky News, BBC, The Daily Mail, and international outlets, including Australia and Canada.
Corporate Partnerships & Global Events
Pall Mall Barbers evolved beyond retail into experiential brand activations. Under Richard’s leadership, the company delivered multi-award-winning pop-up barber experiences for major global brands.
Selected Partnerships & Events
- UEFA Champions League Finals (Madrid, Milan, Cardiff)
- NFL London Games
- Google & Facebook corporate activations
- Mastercard global campaigns
- BMW London O2
- Shoptalk Las Vegas
- Intimissimi Uomo collaboration
These partnerships reinforced Pall Mall Barbers as both a service provider and an international experiential brand.
Product Innovation & Global Distribution
Recognising the importance of vertical integration, Richard developed a comprehensive Pall Mall Barbers grooming product range. What began with branded shaving brushes evolved into full collections distributed globally.
Product Categories
- Men’s Styling products
- Shaving creams and balms
- Beard care collections
- Haircare ranges
- Ergonomic razors
- Luxury deer skin wash bags
Products are now sold in more than 10 countries worldwide, strengthening the brand’s export footprint.
Continuous Education & Entrepreneurial Development
Richard’s journey reflects constant evolution. Craft mastery has always been matched by business development and strategic education.
Professional Development
- American Crew advanced haircutting courses
- Hairdressing management training
- Rich Dad, Poor Dad business programmes
- Business NLP training
- Online MBA (2020)
This commitment to learning ensures the business remains competitive and future-focused.
Leadership & Vision
At the core of Richard Marshall’s journey is an uncompromising belief in standards. Determination, strategic clarity, and disciplined execution have guided the evolution of Pall Mall Barbers from a single London shop into an internationally recognised grooming brand.
His strength lies in structured growth planning, advanced digital marketing expertise, strong team leadership and training development, complex negotiations and high-level partnerships, and a resilience that defines true entrepreneurship. From managing one employee in 2005 to leading an organisation of more than 50 professionals today, the expansion of Pall Mall Barbers reflects deliberate vision and calculated strategy rather than chance.
The Journey Continues
From sweeping floors in Bedford to opening at Rockefeller Center, Richard Marshall’s story represents more than commercial success. It represents restoration of heritage, elevation of standards, and the global export of British barbering.
The ambition remains clear:
To continue expanding Pall Mall Barbers as a globally respected grooming authority built on quality barbering, refined products, and world-class training.
The foundation was laid with discipline.
The expansion was driven by strategy.
The future remains international.
READ MORE HERE: Pall Mall Barbers in the Press: Global Recognition, Culture & Craft
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