Today’s guest Joe Mills has been grabbing my attention for sometime now. Why? Because not only is he a hugely respected men’s session stylist who’s work I love, but he’s gone about creating successful high street hair brands. With brands that includes The Lounge Soho, Jo and Co Barbershop, and his recently launched new brand, MILLS, in select Primark stores nationwide, Joe shares today his story on how he’s gone about building these high street brands – including the process of setting up the Mills concessions business within Primark stores.

Joe is a humble, honest and nice guy. His first-hand experience on what is takes to build and run a high street hair brand from scratch – warts and all – is rich in valuable knowledge for us all. It’s for these reasons why I’m psyched in having a conversation with Joe. Being in hair since he was 15, Joe moved to London in 1991, where he landed at the Fish in Soho. It was in 1998 that Joe took the leap into opening his first business, The Lounge Soho. The learning process to building and running a high street hair brand had begun. Something he’ll be explaining to us all today.

Don’t think building successful high street hair brands comes easy. As a parent juggling childcare alongside running his brands and working on the shop floor, Joe is a perfect example on what can be achieved through dedication, passion and talent. So ask yourself: have you got all that about you? If yes, then creating a successful high street hair brand could be in your locker too.

There are so many amazing nuggets of wisdom and insights that Joe shares in helping you achieving that dream of maybe running a successful high street hair brand, so listen in to the full episode and enjoy.


A podcast produced by Hairy Media Productions.


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Special thanks to Joe Mills for joining me today.

Until next Monday, Peace, Love and Smiles all the way… Goodbye

Today’s Guest

Joe Mills is a hugely respected men’s session stylist, regularly working with magazines and celebrities on editorial, film and project work. His salon, The Lounge Soho, has recently celebrated its 20th anniversary, with the Joe and Co barbershop in Soho offering an informal but immaculate grooming space. Joe was recently nominated for GQ’s Barber of the Year and Barbershop of the Year at the British Hairdressing Business Awards, and has launched his new brand, MILLS, in select Primark stores nationwide.


Show notes:

Here’s some of we cover in todays episode

  • 00 min 31 sec: Show intro.
  • 00 min 30 sec: Raising the industry profile the Joe Mills brainds.
  • 05 min 57 sec: The background story to the early Joe Mills companies.
  • 13 min 26 sec: How to separate brands.
  • 14 min 42 sec: Opening the new Jo & Co shop.
  • 17 min 40 sec: So much more than a hairdressing space.
  • 19 min 35 sec: Putting your passions into business.
  • 21 min 23 sec: Business partnerships.
  • 22 min 43 sec: Opening the Mills brand within Primark stores.
  • 27 min 49 sec: Dealing with big corporate companies.
  • 30 min 48 sec: Having leading mens around.
  • 33 min 16 sec: A level of integrity.
  • 34 min 15 sec: Growing and the struggles on getting it right.
  • 39 min 37 sec: Firefighting your business big or small.
  • 40 min 52 sec: The real Joe Mills at 50.
  • 46 min 27 sec: Stop and appreciate what you’ve achieved.
  • 50 min 03 sec: The key personality characteristic of Joe Mills that helped grow his businesses.
  • 52 min 03 sec: Honour to being allowed into clients personal space.
  • 55 min 21 sec: Where to find Joe and his brands online.
  • 57 min 31 sec: Dom’s Last 5 Questions.
  • 01 hr 00 min 28 sec: Show outro.