December 19, 2011 // Franchising.com // LAGUNA NIGUEL, Calif. – Scott Griffiths has cast his golden touch on another breakthrough brand – a stroke of genius that reflects a shining symbol of excellence.
Griffith’s 18/8 Fine Men’s Salons, a name that creatively embraces the transformation of traditional steel into the better looking and performing stainless steel (18% chromium, 8% nickel), is now on course to capture the same acclaim as its namesake. The salon concept for successful and discerning men announced today that it is activating a national franchise growth strategy that will expand its footprint throughout its home Southern California market, as well as into other major U.S territories.
“No other salon out there truly offers a premium experience just for men – a sanctuary from the rigors of everyday life. We’ve created it, and during our nine years in Southern California, the 18/8 Fine Men’s Salons business model has been perfected, becoming the preferred destination for men who seek a salon that brings out the best in them,” said Griffiths, founder, CEO and a recognized marketing and branding innovator who has created and built industry-leading companies across several sectors, including within the salon segment – e.g. the cruise industry with Crystal Cruises, luxury communications with Vertu, and recently as the creator of the brand Mitch for Men from Paul Mitchell. “Our uniqueness and proven business model offers franchise investors the opportunity to open a business they can feel great about running and one which has very little direct competition.”
Currently keeping pace to set revenue and client-count records at company-owned salons in Irvine, Costa Mesa and Pasadena, Calif., 18/8 clearly has momentum on its side. This thrust into high gear includes a pair of 18/8 firsts – signing its initial area developer and franchise agreements. The company recently completed an area developer agreement with Jay Scalise, a seasoned franchise industry professional. Scalise will lead the development of as many as five new 18/8 Fine Men’s Salons in the San Diego market. He is also joining forces with Griffiths to head up national franchise sales efforts.
“Having been involved with many franchise systems before, I’ve seen concepts come and go. I have no doubt that 18/8 has lasting power here in Greater San Diego and elsewhere,” said Scalise. “I was amazed when I went in. I can guarantee San Diego men and franchise investors looking at the concept will say the same thing I did at my first visit: ‘this is 10-times better than what I imagined.”
In addition to Scalise’s agreement to grow the brand in San Diego, 18/8 recently finalized a deal to open a location in Albuquerque, N.M., which is set for 2012. The company’s goals for total expansion include entry into all major U.S. markets, with more than 50 units operating or in development in the next 18 to 24 months.
18/8 Fine Men’s Salons offer a menu of select, upscale services, moderately priced in the $32 to $50 range, and provided in semi-private grooming areas. The distinctive environment includes a signature lounge area where men can relax with a premium beer or wine. Hair care services range from cuts and styling to an array of grooming services one would expect at a high-end men’s salon. Those include straight edge hot lather shaves, facials, massages, scalp treatments and more. Customers may even purchase memberships that cover prepaid hair and grooming services (memberships lock in the clientele throughout the year and also introduce them to other grooming services).
One of the co-creators of the 18/8 experience, Ron Love, president of company-owned salon operations, is helping shape the brand’s offerings and is working with Griffiths to guide its evolution into franchising. He provides 18/8 with an undeniable expert viewpoint. Love has more than 35 years of salon industry experience, rising to prominence in the industry first as chief operations officer at Carlton Hair International, where he led the development of thirty-three stores. He was also the co-creator of Hair, Health & Beauty, and later served as president of José Eber Atelier.
“Our research has shown that the majority of men are uncomfortable in a unisex environment that smells of perm solution. The gossip and constant chatter can drive a guy nuts,” said Love, “We know from experience that men are open to new ideas if they are properly educated and treated to an experience in a more private setting. Our staff takes the time to learn about our clients, their personalities and special needs. We then cater our services to mirror their lifestyle choices.”
Awarding single and multi-unit franchise agreements, as well as area developer opportunities, 18/8 Fine Men’s Salons serves an investment ripe for experienced franchise investors as well as individuals transitioning into entrepreneurship from corporate America. The 18/8 Fine Men’s Salons’ leadership team works with its franchisees to determine the best available real estate for each new location. Once site selection has completed, 18/8 provides its franchisees and their salon managers with comprehensive training prior to opening. Ongoing marketing support, proprietary product development and style classes are standard support services.
Claiming its name from the original formula for stainless steel, 18% chromium + 8% nickel added to steel, 18/8 Fine Men’s Salons offers its clients that same transformative effect – improving both look and performance. Since launching in 2002, 18/8 has established itself as the only men’s salon catering to a discerning clientele with an upscale suite of hair care and grooming services. To learn more about 18/8’s services, visit www.eighteeneight.com. For information on the 18/8 franchise opportunity, e-mail firstname.lastname@example.org, call (949) 290-6431, and visit www.eighteeneight.com, or www.eighteeneightfranchise.com.
All Points Public Relations