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Published 10:34 12 Dec 2017 GMT
Updated 10:44 12 Dec 2017 GMT
The pop-up will be open for 3 days from the 20th December at Highcross shopping centre in Leicester.
Mo Bro's are the company behind this initiative however they do have one (Santa) clause. All candidates must have a beard that's at least 2 inches long and we're also told that anyone with a Santa-esque beard is preferred - full details can be found here.
Ho, ho, ho!
If you're interested in availing of this service, you'll be pleased to know that there will be three chairs available where members of the public can sit and stroke their beard of choice for either 10 or 20 minutes.
Prices will cost £5 per 5 minutes, and all profits made will be donated to Shelter and you can already book a session here.
Savan Dattani, co-founder of Mo Bro’s, said: “Christmas is a stressful time of year for most people. You’re in a mad rush trying to buy presents, food and drink, whilst juggling work, a family and other commitments. We had a think of how we could make this situation more enjoyable, and it suddenly came to us - a beard stroking station! We have a few guys with fantastic beards already signed up, but we could do with a few more because we anticipate demand to be high. Santa beards preferred, but not essential!
He adds: “It’s fairly common knowledge that stroking soft things, like animals, reduces stress, but we didn’t want to enlist the help of animals because they obviously can be somewhat unpredictable and chaotic! So, doing what we do, we thought beards are the next best thing! We’ll have an array of products available to use, so the beards will be soft and will smell great. Guests of the station can even brush them if they like!”
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