An Interview with Paul Pinheiro of Chop Shop in Brockton, MA

SOUTH SHORE BUSINESS REVIEW - chop-shop exterior

Author: Michael Mathieu, BSU student

SOUTH SHORE BUSINESS REVIEW - chop-shop interior

Q. Are you from this local area?
Been in Brockton since 5 years old.

Q. Why did you choose this line of business?
Fell into my lap, had a few friends that were in the hair industry and decided to put them all in one location to help save them some money and open up a business.

Q. When did it start and what year?
I started this venture about 15 years ago, with just a barbershop & then eventually came the clothing and the footwear.

Q. What made you want to start this business?
I was looking for something productive to do with myself and that happened to fall into my lap.

Q. What was the toughest thing you went through when opening?
Opening up the barbershop was relatively easy because it’s a talent-based business and the hardest part is finding the talent, but I already had the talent to start with since my friends were already in the hair industry. But in general, the hardest for a new barbershop is acquiring the barbers to start with. As far as the clothing industry, the hardest part is getting your foot in the door with new accounts.

Q. What inspired you to keep going?
Had to provide for my kids and family but eventually I come to love the business even though it fell into my lap at first.

Q. If you had to start over from day 1, what would you have done differently?
If I had to do something differently, I would’ve started the clothing with the barbershop when I opened instead of waiting until later to add that aspect to the business.

Q. What was your most difficult challenge?
The most difficult challenge was getting the footwear because a lot of these shoes are exclusive and hard to get your hands on. But even then, it’s still never enough or how I want it, so I just have to deal with it as it comes. (I have no power, I’m at the mercy of somebody else)

Q. If a customer had to pick between you and 3 other barbershops like yours, why would you tell them to come to you/What makes you stand out?
First thing would be the talent, got to have the best talent which speaks for itself. But I also offer you eye candy like the clothes and sneakers, every other barbershop has been looking the same for 100 years. You want customers to be able to enjoy things with their eyes as well, so they never forget your business. (even has a “car” desk)

Q. What is the #1 way you bring in new customers?
Word of mouth is the #1 way, but of course social media plays a big part in that as well.

SOUTH SHORE BUSINESS REVIEW - chop-shop exterior

Q. Has internet technology played a big part in your growth and making your company more successful?
Yes, because I haven’t even got my online store up and running yet but business is still great off the few social media pages, I have but once that is up, things will be even better.

Q. Do you feel that internet technology could play a bigger role in your business if you had the right tools?
Yes, because an online store can bring in way more money than any brick and mortar store could so once my online store is up and running, I expect way more traffic/money coming in whether through the online store or the actual store.

Q. If you had to look 6 months to a year into the future, where would you like to see your business be?
We would like to expand into the tattoo industry and expand into another location so there is more than just one. 

Visit Chop Shop at 1280 Belmont Street, Brockton, MA

Contact them via:
Telephone: 508-510-4485
Facebook: @chopshopma
Instagram: @Chopshopma