TRANSITIONING from children’s books to male grooming may not be a traditional career path, but Ulverston businessman Andy Poole is no stranger to embracing change.

The former chief executive of Beatrix Potter World in Bowness is taking the bold step of bringing male retail therapy to Ulverston. The Original Men's Room on Upper Brook Street opened its doors in May, in response to the recent rise in the demand for male grooming products.

The surge in popularity seems to have been prompted, in part, by the success enjoyed by TV shows such as Geordie Shore and Love Island in which the male stars wax and pluck with abandon. The days of Tom Selleck-style chest hair appear long-forgotten, with young men looking to emulate the thoroughly coiffured and preened look of their reality TV idols.

The new shop carries a vast range of products, ranging from the obligatory moisturisers and aftershaves for the modern man, to the more traditional hip flasks and tankards.

Mr Poole said: "It is more acceptable nowadays for men to treat themselves from time to time. I get lots of customers in the shop buying for themselves rather than looking for presents for other people.

"There may have been a level of embarrassment about that in the past but attitudes are changing."

It seems that Mr Poole's hunch was right, as the shop has received a good level of custom since its introduction in May. However, he is keen not to rest on his laurels and wants to build the business going forward.

He added: "Lots of customers are commenting that I will do a roaring trade at Christmas but, ideally, I don't want to wait. I'm looking to attract more custom in the meantime, and am hoping to expand into e-commerce over the next three months."

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