When other people hunkered down in the early days of the pandemic, Devante Sanders took a leap of faith.
The Dallas accountant-turned-CEO went all in on a hair clipper business catering to barbers.
His Barber Plug Supply Co. has grown, initially through online sales and Sanders’ personal delivery of purchases to customers and now through a brick-and-mortar store filled with clippers, trimmers and shavers from top industry brands. Last year, he said the startup eclipsed $4 million in revenue – twice as much as the year before.
“Barbers needed somewhere they could come [to] get this feel of a store. If they needed the clippers on demand, they could get them,” said Sanders, 27.
Most barbers know what they’re looking for when they enter his store on Beatrice Street in West Dallas. For the newbie, though, Barber Plug offers a hands-on experience.
In 2020, Sanders saw a need in Dallas’ barber community. There weren’t delivery services or stores where new unlicensed barbers could get their starting clippers for school. He didn’t understand that, given how large the barber community is in the United States. This year, the barber industry is expected to exceed $4.6 billion in sales, according to research firm IBIS World.
He set out to tap into that market.
After getting his degree in accounting at Texas State University and his certified public accountant license, Sanders was working for Goldman Sachs while also launching Barber Plug. He said a friend, Tanner Williams, owner of TD Jewelers, gave him some advice – go all in on one thing.
Even though he was comfortable in his career, Sanders said he wanted more for himself. He was living with his mom and wife/co-owner Jasmine Sanders, who supported him financially while the business was taking off. She was a communications and marketing coordinator for Cedar Hill ISD before joining the Barber Plug full-time.
“When you want to be successful as bad as you want to breathe, then you’ll be successful,” Sanders said. “When you’re having dreams about the business and you can’t differentiate your dreams [from] real life anymore, now your dreams are starting to become your reality.”
Once he was all in, Sanders loaded up his car with clippers and started making the rounds. Those personal visits earned him the nickname that became the inspiration for his store name, “the barber plug.”
Connections have proven important to the business, like his friendship with Juan Trejo, who runs Texas Fadez, a barber shop and school in Duncanville. Today, the Barber Plug partners with Texas Fadez to give students a $300 starter set. The set includes clippers, trimmers and shavers as well as other starter supplies that would normally cost students hundreds of dollars.
Hoping to further educate and connect these young barbers, Sanders has started a series he wants to post on social media that spotlights influencers for some of the top clipper brands. Part of his 1,500-square-foot store includes a barber chair and filming area where influencers can film.
He plans to air the first season on Barber Plug’s YouTube channel. Sanders’ dream is for a network to pick up a second season.
Sanders also has created a product of his own. The Barber Plug Super Charged Phoenix Air Compressor helps barbers fill sparse hair spots with semi-permanent dye. The $149 air compressor is on pre-order and starts shipping Feb. 13.
Later this year, he wants to dive into making and selling his own clippers.
Sanders said he values “hearing the voice of our customers.”
“That’s another reason why we really wanted to do the show, because we wanted to give the younger generation a chance to hear the voice of the influencers,” he said. “We want to connect them in that way.”
Up next on his list of goals: host Dallas’ largest barber showcase. His inspiration goes back to his accounting days when his college had “Meet the Firm” days. He envisions using his connections to bring in the five major brands to meet with local barbers.
The benefit of social media is not lost on Sanders, whose Barber Plug Instagram account has over 79,000 followers. He wants to bridge the gap between brand and buyer.
“We’re gonna give you the best tools for you to be able to succeed,” Sanders said.
