Another stellar conference has wrapped for rapidly growing hairdressing and retail giant Hairhouse Warehouse. Themed ‘Hairforce One’, the fundamental four days culminated in more than 6 million in orders with leading suppliers and the ‘Premihair’ awards that celebrate the superior growth and development within the 131 strong salon group.
There’s no denying that the Hairhouse Warehouse group are in the ‘Go Zone’ and its not just because of the high-energy group activities throughout the four days at the Hyatt Coolum that focused on the crucial areas filling salon chairs, increasing salon services and empowering the salon team – it was further testament to the reality that growth can only be achieved with a unified vision. It was an inspirational four days made special not just because of the community spirit but by initiatives such as the ‘Dream Team’ salon panel discussion where some of the group’s leading franchisees shared priceless advice and guidance to an audience passionate about growth.
Coupled with a seamless program thanks to Silvanna Murray and the immense drive of Operations Manager, Julie O’Shea some of our nation’s best guest speakers including Mark McKeon, Pat Mesiti and Martin Grunstein had the perfect canvas to impart their message.
It’s through the stellar line up and community spirit that Hairhouse Warehouse understand that motivation, financial development and personal mindset are key factors to continual accomplishment.
“True success comes from the mindset of business owners and motivating the team be the best they can be. I’m a Personal Development Coach but I believe sales success and personal development is strongly linked,” said Pat Mesiti. And it’s this personal development through a super-sleek operations team and a support team of over 60 that Hairhouse Warehouse continues to focus on year after year.
Tony Lattouf, Chris Williams, Erika Heynatz (Hairhouse Warehouse Style Ambassador) and Joseph Lattouf
Hairhouse Warehouse General Manager Arthur Mitroulas, cites a continual evolution of systems and procedures while always looking for new opportunities, alliances, products and partnerships as crucial to the company’s continued growth.
“Our strategy is simple in that our aim to provide good two way communication to ensure that we are a trusted reference for a consumer’s hair and beauty needs,” said Arthur.
“What we are doing with the new look and feel of Hairhouse Warehouse is isolating the salon and giving it an identity of its own, it’s our aim to shift the business model so consumers see us as a true salon with a more inviting fitout,” he said.
Eight new Hairhouse Warehouse stores have opened in the last financial year and they are aiming for another 20 in the next 12 months.
“We have grown by 5 per cent like for like in the last financial year and in particular our salon services have grown by 15 per cent. Overall we’ve had 9.8 per cent growth,” which in a relatively flat market shows the true conviction of the brand.
There are currently 165,000 Hairhouse Warehouse Loyalty Club members and the company has a target of one million within the next 12 months.
Through building this network, Hairhouse Warehouse is also escalating its online presence via an array of trend-driven updates and blogs that will feature guest experiences by Hairhouse Warehouse Style Ambassador, Erika Haynatz.
“The first year partnership was an opportunity to initiate a connection with the customers and the brand. My 10-15 years experience working in entertainment and most specifically fashion and beauty are very useful for the blog. I’ve also had the opportunity to work with some of the top stylists and make up artists,” said Erika.
Joseph and Tony Lattouf
“I love trying new products and I immediately get excited about them –it’s great to impart the latest tricks with the Hairhouse Warehouse community. We’re receiving a lot of comments back from consumers and the television campaign I’m featured in has sent a great message about the credibility of salon services,” she said.
With such consistent growth interest from overseas markets is continuing to leverage the brand into a more global business model.
Rod Young from DC strategy has been contracted to research the company’s international expansion plans, which we will see realized in 2012.
Discussions with both global and national suppliers are all part of sharing the success of the family business that is organically becoming a global brand.
“The research has been going on for two years and we have created blueprint of what a master plan for the international business needs to be. We have already started the recruitment process and we are asking existing franchisees for expressions of interest as well as looking at what new partners we can work with,” Rod said.
“We have received particular interest from the US, Singapore and India and after conducting a hygiene test criteria we’ve come up with 24 countries for potential expansion,” he said.
More of an online presence will eventuate in 2012, with the HHWH site becoming a platform to showcase trends and provide the opportunity to profile each store’s own character, personality and the identity.
Arthur Mitroulas, Joseph Lattouf, Emad & Nic Nayef (Franchisee of the Year winners), Tony Lattouf and Julie O’Shea
“It will enable consumers to look at the profile of their local store, see what services they specialize in while boosting the individual franchise profile,” Arthur said.
In terms of merchandising , the group is making it easier for customers to de-select what products they don’t want – with an enhanced ability to find a product from a brand perspective, which is all part of the company’s new look stores that draw more of a focus to salon services. The new Bondi and Burwood stores in NSW are among the first to adopt the new look and feel.
“We now have a new program called space management- space management and range optimisation. Instead of a franchisee carrying everything we focus on what gets a return on space,” Arthur said.
“We’re moving away from the retail era of lazy buying and making it easier for the customer to get what they want – We shouldn’t expect the customer to pick out of products and our new stores are reflecting this,” he said.
“Key to our success over the past year has notably been through innovation, customer service and by constantly providing value to our customers. It’s really understanding what the consumer wants and providing value that can only be offered at Hairhouse Warehouse,” said Arthur.
“By increasing our value, we increase our loyalty base and create greater frequency of purchase. Innovations such as Warehouse Blitz campaign continue to be iconic campaigns for us.
A lot of the ordering placed at the conference is to plan for the Christmas period which represents 22 per cent of HHWH sales for the year, which a substantial amount is Christmas packs and retail promotions exclusive to us,” he said.
PremiHair Awards sponsored by Dateline Imports
The PremiHair Awards sponsored by Dateline Imports have quickly become a hotly contested awards platform within the Hairhouse Warehouse group, and following on from Bec and Tim Arriola scooping the Franchise of The Year Award for the last two years – this year it was time for a resurgence in the Nayef family, with Emad and Nic Nayef reclaiming their victory.
Other deserving winners contributing to the substantial growth of the franchise include:
New Store of the Year – Wollongong, NSW
Most Improve Store of the Year – Sunbury, VIC
Local Area Marketing of the Year – Rockhampton, QLD
Customer Service of the Year – Rockhampton, QLD
Body Piercing Store of the Year – Miranda, NSW
Salon of the Year – Albury, NSW
Franchisee of the Year – Emad & Nic Nayef, VIC
Hall of Fame – Christian Georgiou