Hand & Stone rub and Facial Spa has taken high-end services to the center market by remaining . [+] true to 3 brand name axioms
After 30 years in franchising, Todd Leff has heard of pros and cons for the economy. As CEO of Hand and Stone rub and Facial salon, Todd thinks that staying real with their brand is key for their development within the decade that is last. We sat right down to talk about their journey, the effect of COVID to their franchisees, and just why Todd believes the brand name will come away even stronger through the final months that are few.
Dave Knox: what’s the backstory of Hand and Stone rub and Facial salon?
Todd Leff: once I joined the business during 2009, it absolutely was a startup with 26 places. The concept would be to produce a spa environment in a shopping environment that is retail. We thought that by simply making it less expensive and much more convenient, we’re able to drive need during the middle market where spa services was not significantly used. We attempt to design that model while having utilized franchising since the circulation system. During the last 11 years, we now have recruited a world-class franchising team and locate ourselves today having grown to 475 Hand and Stone places across 30 states within the U.S. and two provinces in Canada. We now have already been called the true quantity one within the spa category by Entrepreneur Magazine and top ten by Forbes most readily useful Franchises to purchase.
We do massage, skincare, and waxing all under one roof where we are unique is in the underlying box and the fact that. We additionally attempt to be much more consumer-centric experience, all the items that surround the service that is underlying. The solution it self, doing a therapeutic therapeutic massage or doing a facial, plenty of people may do that, but it is most of the other pieces around it that produces the real experience, that will be where Hand and rock differentiates it self.
Knox: what’s the biggest class that you have got discovered whilst the company has exploded from 26 locations to nearly 500 location?
Leff: i believe the greatest training is you need to stay concentrated and real towards the core underlying pinnings associated with the brand name. Plus in our instance, this is certainly convenience, affordability, and professionalism. So all you do, you must give consideration to within that lens. We demonstrably get forced by franchisees as well as customers, “Hey, why not add this ongoing solution or the trend is to do finger finger finger nails or another thing?” So we think of it within that lens of our brand name. And thus, as an example, doing finger finger nails, well, that brings in chemical substances, it generates other challenges into the market when you look at the model. And we also decided that isn’t a fit that is good us. We must remain types of real to these three core goals when it comes to brand name. This is the simplest way that individuals had developed that we have kept the business on track and just continually to refine within the model.
Knox: Even though the model was initially simply solutions, you’ve got expanded into shopping in current years. Just exactly exactly How did that move fit under those three goals of this brand name?
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Leff: it had been a rather thought through strategic effort. Around 2010, we actually started initially to notice challenging in hiring therapeutic massage practitioners. And also at the right time the business enterprise failed to do facials, that has been perhaps perhaps perhaps not within the model. We investigated the skincare industry, in particular facials, really in depth and discovered that do not only can there be a great worker here, which may assist us reduce a number of our danger of just counting on therapeutic therapeutic massage specialist, but it addittionally started up the company for a huge retail component, that is to market skincare item. And thus nearly all this product we are attempting to sell relates to the skincare solutions that individuals are doing.
And when we established skincare this season, clearly it absolutely was a brand new service for us. Today, between skincare products and services represent over 32% regarding the annual revenue when it comes to franchisee that is average. It offers really be a significant component of the general spa company as it additionally produces stickiness. They would like to get an excellent solution from an aesthetician using the right item additionally the advice that is right. But because we just use a few extremely slim lines of healthy skin care product that are actually tailored for the expert market, that the client has to go back to the spa so that you can continue up aided by the routine and that particular skincare line. It generates this come back to the company either for the next skincare therapy or simply to repurchase the retail item.