From Barber Shops to Brand Name - The Story of L3vel3 - A Lifestyle Brand

Video format: https://youtu.be/g4eVaVDpag4

In this episode, host Bo Kemp sits down with visionary co-founder and Chief Operating Officer, Terry Nouri, one of three brothers behind L3vel3, a fast-growing family business rooted in the Chicagoland area that’s redefining what it means to be a modern lifestyle brand.

Born during the height of the COVID-19 shutdown, L3vel 3 turned crisis into opportunity, launching a direct distribution channel focused on men’s haircare — and now setting its sights on a broader range of lifestyle products. What started as a nimble family-run operation is now rapidly expanding internationally, disrupting traditional retail channels and building a community-driven brand.

This episode explores how L3vel3 scaled from a kitchen-table concept to a global player in men's grooming and the challenges unique to family businesses — including funding, decision-making, and generational vision. This episode also discusses why direct distribution was a strategic advantage during and after COVID and the growing pains of expanding internationally, from logistics to brand control.

Whether you’re a small business owner, aspiring entrepreneur, or simply curious about what it takes to scale a brand from the ground up, this episode offers valuable insight into resilience, strategy, and staying authentic while growing fast.