THE region's first salon dedicated to male grooming will open this summer.
The Locker Room, in Newcastle city centre, aims to provide a one-stop shop for body-conscious North-East men.
It will offer traditional barber shop services, along with a range of modern therapy treatments and will target professionals who are interested in their body image, fitness and lifestyle.
The business is run by husband and wife team John and Maggie McCall.
Mr McCall said: "The world of male grooming is one of the fastest growing service professions.
"The barber shop that historically provided a great service in a male 'sanctuary' has largely disappeared. Men have had to use unisex salons where the services and products are focused primarily on women."
Men now account for 20 per cent of the grooming and therapy market.
The Locker Room is due to open in the Groat Market, Newcastle, in July and is to be run by manager Bet McGlone.
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