Business Model 2026
the collective.
More than a barbershop. A movement that empowers individuals to be the best version of themselves.
IDNTY isn't just a brand, it's a movement. We don't follow trends. We set the tone. Built on precision, passion, and individuality, IDNTY is for those who refuse to blend in. Every cut, every detail, every moment in the chair is a statement, an expression of who you are. We keep it sharp. We keep it real. We keep pushing the culture forward.
Brand Statement
The Movement
who we are.
IDNTY Collective is a multi-brand company in the beauty industry operating premium barbershop, salon, and tattoo services across the Greater Toronto Area. Founded in 2018 by professionals with over 15 years of experience, IDNTY has grown into a renowned brand encompassing three companies: IDNTY Barbershop (4 locations), Salon West (1 location), and Playhouse Tattoos (1 location), with Austin's Oakville barbershop as the 7th location joining the network.
who we are.
A barbershop built on realness, precision, and purpose. We're not just cutting hair; we're crafting confidence. Every fade, every line, every detail is intentional. We're the disruptors, innovators, and ones who set the tone. While others follow trends, we create them. While others cut corners, we cut with precision.
what we do.
More than a barbershop, a movement. Bold, disruptive, and unapologetically high-caliber work. We transform chairs into stages, barbers into artists, and clients into their best selves. Our spaces are designed to inspire, a place where creativity meets community.
our why.
We're not just in this for business. We're here to make an impact. A great cut is more than just a style; it's a transformation. We build self-assurance, inspire individuality, and empower people to own who they are. Every cut reminds you that you're unstoppable.
Our Purpose
We believe everyone should be in a position to realize their full potential, coping with daily stressors, living productive and successful lives. We want to emphasize the strong correlation between looking good, feeling good, and increase in performance.
We are making a commitment to young ambitious professionals. People who want to make changes in their lives to be the best versions of themselves, or to maintain the motivated mindset to continue living their lives the best possible way. This applies to our external audience and our internal personnel.
Mission Statement
Our mission is to bring out individuals' confidence and inspire them to stay motivated to be the best version of themselves.
We provide an aspirational and positive environment for our barbers to deliver excellent grooming services, leaving the shop looking good, feeling good mentally and physically. We encourage all to join the movement and synergize with like-minded individuals that seek to maximize their potential.
Vision Statement
IDNTY will be the dominating barbershop brand, expanding exponentially and accessible everywhere.
Our movement will blow viral through all digital platforms and create awareness nationwide. People will recognize and place importance on the correlation with looking their best and being their best version. We aspire to go beyond the social platforms and set up platforms in the physical hairstyling industry.
Our Pillars
what we offer.
Five core pillars drive IDNTY. Our bread and butter are our barbershops, but we've built an ecosystem that no competitor can replicate. We are number one in this industry due to extensive investment in our team and the additional value we offer.
Grooming Services
We provide an aspirational and positive environment for our customers to get excellent grooming services for their hair and beard. From consultation, shear work, clipper work, razor detailing to blow-drying and styling, we put pride in providing the best quality for every step. Every client leaves looking good, feeling good. Our services are structured across barber tiers, from Apprentice to Master, ensuring clients can choose the level that fits their needs.
Merchandise
We collaborate with our barber influencers, Danyal (Krulle) and Mylz (Type), to offer high-quality hair and beard products that produce outstanding results while maintaining health. These are sold both in store and online, reinforcing our positioning and the movement. We are working toward developing our own product line and apparel in the future.
Coaching Program
The ID Fully Booked Program is currently offered to all IDNTY barbers internally. The program uses a proprietary 9-area formula pyramid developed by Anen, IDNTY's founder, structured across three levels: Foundation, Fundamental, and Growth. Barbers work through 90-day sprints with key performance indicators tracking their progress toward targets. Since 2018, we've had an outstanding record of helping barbers surpass their vision, building an enormous network of A-Players.
Barber Education
We provide hands-on educational training for barbers within the company. IDNTY's instructors are well known in the industry. This ensures high-skilled expertise across all of our barbers. We plan to expand this into a full academy offering online and in-person courses to barbers outside the company in the future.
Online Community
Through our coaching program, education, and well-known individuals in the industry, we've established a strong network of barbers. We are involved in many online platforms and created a website to give back. As leaders in the industry, we give people the opportunity to join the movement, where all can synergize with like-minded individuals.
Core Values
what we stand for.
We live by our core value of AMBITION and attract a world-class type of person to our brand. We protect who we work with and serve at the highest level. We're proud of the impact that the ripple effect is making across the community.
It's not hard to make decisions when you know what your values are.
Quality and Pride
First before anything, we go above and beyond to deliver the best quality services. We continuously showcase our craft with pride. Whether delivering grooming services or executing management activities, the team ensures the best quality work. Our leaders go above and beyond in coaching barbers, and they take pride in the results. Our barbers put in the hours for extensive training; they continuously showcase their craft with pride.
Ambition and Growth
We live what we preach and position ourselves. We consistently stay determined and seek ways to achieve our best potential and do what we do best. IDNTY's business is developed and structured on the foundation of our coaching program. IDNTY can't exist without this core value. You can't coach a team that doesn't want to grow.
Professionalism
IDNTY introduces a corporate structure to the industry and it is important to enforce professionalism for it to work. Professionalism in the workplace is essential to support our positioning and attract our ideal target audience. We lead with intention and execute with discipline.
Synergy and Teamwork
Our business concept would not work with one person. We need teamwork to push the movement and welcome like-minded individuals to synergize with us. Together, we move fast, stay bold, and build something nobody can replicate alone.
Genuine Care
We keep a positive environment where we motivate each other to do better. We never bring each other down which would slow us down from reaching our goals. We keep an encouraging culture in our self-improvement movement, because lifting each other up is how we all rise.
Culture
how we move.
Our team is ambitious. We move fast, have high standards, are hungry and bold. We are passionate at what we do, addicted to growth and learning. The team's vision aligns with the company's vision. We thrive on growth and love the opportunity to serve this mission together.
Surround yourself with those who are hungry for success.
Aspirational Environment
IDNTY is positioned to be an aspirational environment for ambitious professionals. We are trendy individuals that push the ambitious and goal-oriented culture. Our staff synergize to create a positive environment where we stay on top of trends and motivate each other.
The Energy is Contagious
Our culture and team's performance reflects onto customers. Our energy inspires and creates a movement where people want to be part of. When clients step into an IDNTY shop, they feel the vibe immediately. It's electric, motivating, and impossible to ignore.
If Everyone Moves Forward
If everyone is moving forward together, then success takes care of itself. We don't carry passengers. Every member of the IDNTY team is committed to growth, learning, and pushing the collective forward. This is what separates us from every other shop.
Vivid Vision 2030
where we're going.
Hold the vision, trust the process. This is our vivid vision, a detailed look into what IDNTY will look like, feel like, and act like as we build toward 2030. Creating this vision brings the future into the present, so we have clarity on what we are creating right now.
If opportunity doesn't knock, build a door.
We hit our best revenue performance, and then we surpass it again.
By leading with aspiration and passion, we are thriving financially. Financial abundance provides us with the resources to invest back into our business, team, clients, and the community. Each IDNTY location is a profit center that feeds the collective.
- Each location hits $1M+ in annual revenue
- Each barber averages $100K+ in sales (tips excluded)
- Franchise model generates recurring revenue for IDNTY HQ
- Austin's Oakville location targets breakeven within 6 months
Every person in the GTA recognizes IDNTY as the leading barbershop brand.
Our brand awareness is superior to competition. Demand for bookings is substantial. We are our target audience's real "first choice." We are ready to expand into new markets beyond Peel and Halton regions.
- 12+ franchise locations across the GTA and beyond
- Current owners growing and expanding to additional locations as their existing shops prove successful
- IDNTY Oakville becomes the dominant shop in Halton
- National expansion planning underway
- Every new location proves the franchise model works
We've created a lifestyle that inspired people to want to be part of IDNTY.
With our successful positioning and branding, we've established a strong online presence leveraging all social media platforms. Our staff are established social media influencers with rapidly growing followings and influence power. The movement is viral.
- Staff are social media influencers with growing followings
- Digital platforms drive organic client acquisition
- Online community fuels the coaching program pipeline
- IDNTY Oakville builds its own local following from day one
Ideal Target Audience
who we serve.
Our ideal customers are professionals that are driven, ambitious, and career-oriented. Clients have a strong relationship with barbers, therefore it is essential to strategize for both. We've developed detailed personas to understand exactly who we're building for.
ITA #1: Grooming Services Clients
Motivated Mike
Young Ambitious Professional, 25-40 years old
Demographics
- Male, 25-40 years old
- Income: $90K - $160K personal
- Occupation: Professional (tech, finance, consulting, sales, entrepreneurship)
- Suburban, condo or townhouse
- In relationship / Married, 0-2 children
Psychographics
- Values: Ambition, discipline, family, success, time
- Brands: Zara Man, Banana Republic, Lululemon, Hugo Boss
- Platforms: Instagram, TikTok, YouTube, LinkedIn
- Consumes: Podcasts, newsletters, short-form video
- Drives: Tesla Model 3/Y, BMW 3 Series, Audi A4
Behavior
- Gets haircut after work or for the weekend
- Consistent routine: weekly or biweekly
- Hybrid/remote work: occasionally midday appointments
- Willing to spend, values convenience and quality over price
- Books online, expects seamless digital experience
Pain Points
- Not enough time in his daily life
- Pressure at work and family
- Balancing work and life
- Getting things done quickly and consistently
- Wants an environment that matches his ambition
ITA #2: Barbers to Recruit
Established Edward
Established Barber, 24-32 years old
Demographics
- Male, 24-32 years old
- Income: $90K - $150K personal
- Occupation: Full-time barber
- Suburban, lives in a condo or apartment
- Single / In relationship, 0-1 children
Psychographics
- Values: Creative, driven, discipline, fitness, perseverance
- Brands: Nike, Adidas, OVO, Essentials, Represent
- Platforms: Instagram, TikTok, YouTube Shorts
- Consumes: Short-form content, podcasts, barber industry creators
- Drives: BMW M3/M4, Mercedes C-Class AMG, Dodge Charger
Behavior
- Full-time Mon-Sat, 10am-8pm (50 hours)
- Heavy social media user, showcases craft daily
- "Work hard, play hard" lifestyle
- Loyal to brand if there's opportunity to grow
- Compares shops on culture, income potential, and brand
Pain Points
- Bored of doing repetitive work over again
- Work is becoming less fulfilling
- Feel stuck with strong ambition but lack of knowledge
- Need guidance on what the next steps are
- Current shop doesn't invest in their growth or brand
Positioning
how we stand apart.
For young ambitious professionals, IDNTY is the barbershop that provides an empowering environment where like-minded individuals come to network and synergize. They get their grooming services at IDNTY because of the quality and aspirational culture, where they gain more than just a haircut.
Purpose
Why We Do What We Do
We believe everyone should be in a position to realize their full potential, coping with daily stressors, living productive and successful lives. We emphasize the strong correlation between looking good, feeling good, and increase in performance.
Commitment
Who We Serve
Young ambitious professionals who want to make changes in their lives to be the best versions of themselves, or to maintain the motivated mindset to continue living their lives the best possible way. This applies to our external audience and our internal personnel.
Brand Personality
Ambitious
"These guys are going to go far." "They are hungry." "IDNTY team are addicted to growth."
Knowledgeable
"IDNTY is constantly educating." "These guys are knowledgeable." "Must be a learning environment."
Professional
"They must take their career very seriously." "Punctual and reliable." "You won't feel out of place."
Strategic Differentiation
Majority of our competitors compete in the red ocean, aiming to be trendiest with the best quality while sacrificing other areas. We aim to provide standard quality while directing our energy into analyzing our ITA to provide them with value and benefits that solve their pains.
The Coaching Advantage
Our core differentiator is the ID Fully Booked coaching program. We don't just hire barbers; we develop them. Every barber that joins IDNTY gets a structured path to hit their targets using our proprietary 9-area formula, KPI tracking, and 90-day sprint methodology. No other barbershop in the world offers this level of investment in their team's growth. This is what attracts top talent and keeps them.
Systems, Technology, and AI
We are building the most advanced operational infrastructure in the barbershop industry. From AI-powered automation to custom-built tools and dashboards, we are investing heavily in technology that allows us to run smarter, faster, and more efficiently. Every system we build is designed to help barbers perform at their peak, help franchise owners manage with clarity, and help the brand scale without losing quality. This is where IDNTY's focus will be in the years ahead: becoming the most tech-forward, data-driven barbershop brand in the game.
Beyond the Competition
While competitors compete on trends, quality, and popularity, we compete on performance infrastructure. We give barbers the strategies, systems, and tools to consistently reach their targets. We give franchise owners the playbook, the tech stack, and the support to operate at the highest level. The result is a brand that doesn't just look good on the outside but runs like a machine on the inside.
Design Principles
own your stories.
Empowering everyone to discover, share, and celebrate the stories that connect us. Every detail is intentional. If it doesn't tell a story, it doesn't belong.
Always a Story
We don't just create, we craft with purpose. Every detail is intentional, shaping an experience that connects and resonates. Design isn't just about looks; it's about meaning.
Be Real
Authenticity is everything. We design with soul, honest, raw, and true to who we are. No trends, no gimmicks. Just real stories, real connections, and real impact. The best design isn't just seen; it's felt.
Do It Different
We don't follow. We disrupt. We challenge the norm, break the mold, and push boundaries with bold ideas that demand attention. Different isn't a choice. It's who we are.
Perfection or Nothing
Every line, every pixel, every detail is dialed in. We demand perfection, no exceptions. We push until it's exactly how it should be, or it doesn't make the cut. No compromise. Only excellence.
Bold. Raw. Unapologetic. We don't water things down or play it safe. Our voice is sharp, confident, and direct. We say what we mean and mean what we say.
IDNTY Tone of Voice
The Network
our locations.
IDNTY has grown exponentially with 7 locations throughout the Peel and Halton regions. Austin's Oakville location joins a proven network, each shop built on the same foundation, the same standards, the same movement.
| Location | Area | Size | Type | Rating |
|---|---|---|---|---|
| Montpelier | Brampton, ON | 963 sqft | Barbershop | 4.7 ★ |
| Heartland | Mississauga, ON | 1,370 sqft | Barbershop | 4.9 ★ (850+) |
| Lakeshore | Mississauga, ON | 910 sqft | Barbershop | 5.0 ★ (455+) |
| Speers | Oakville, ON | 850 sqft | Barbershop | 5.0 ★ (122+) |
| Salon West | Oakville, ON | 780 sqft | Hair Salon | 5.0 ★ |
| Playhouse | Mississauga, ON | 1,077 sqft | Tattoo Shop | 4.8 ★ (145+) |
| Oakville (Austin) | Oakville, ON | ~900 sqft | Barbershop | Coming soon |