What does it take to build a barbershop that clients actively recommend, industry leaders recognise, and customers keep returning to?
In this episode of Yours for the Making, Robin Johnson sits down with Maxwell Oakley, co founder of Supply 91 Barbers Extraordinaire, to explore how a small lockdown startup grew into one of London's most respected barbershop brands.
Maxwell shares the story behind Supply 91, from opening a tiny Islington shop with furniture from Ikea and very little cash, to winning GQ Barber of the Year and expanding across London. The conversation explores customer experience, hospitality, business growth, staff training, company culture, leadership, client retention, marketing, data, and the realities of scaling a service based business.
Along the way, Maxwell discusses working with celebrity clients, why listening is the most underrated business skill, the importance of hiring for attitude, and how strong systems help creative businesses grow without losing their identity.
If you run a creative business, work in hospitality, own a salon or barbershop, or want to understand how customer experience drives growth, this episode offers practical insight from someone building one of the most talked about brands in the industry.
Key Topics Covered
- Building Supply 91 during lockdown
- Growing from one barbershop to four London locations
- Winning GQ Barber of the Year
- Why listening creates loyal customers
- Customer experience and hospitality lessons
- Hiring for attitude over technical skill
- Creating a strong company culture
- Training barbers and developing talent
- Using customer data and retention metrics
- Expanding a premium service business
- Celebrity clients and cutting famous faces
- Launching a new hair product for men
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Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.
Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.
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Key Moments:
00:00 How Supply 91 started during lockdown
02:34 Winning GQ Barber of the Year
03:53 The secret behind customer loyalty
08:05 Why craft fundamentals matter
13:43 Growing from one shop to four locations
15:30 Creating a premium experience for men
16:40 Why barbershops build community
21:45 Hospitality lessons every business should learn
25:26 Building culture through onboarding and training
31:10 Hiring attitude over skill
33:10 Scaling a business without outside investment
39:05 Why every business needs a great accountant
42:00 Risk taking and business growth
48:38 Using customer data to make better decisions
50:45 The power of client retention
55:02 Working with celebrity clients
59:34 Advice for his 18 year old self
01:00:43 The future of Supply 91 and new product launches
