Blow is about to celebrate its five-year anniversary next month, which in itself isn’t a triumph, except that the Manhattan blow-drying emporium is actually experiencing an uptick in sales.
While most of the salon industry is suffering high single-digit decreases, Stuart Sklar, a co-founder of Blow, said the two-unit enterprise is growing double-digits in services. “We are a frequency model,” said Sklar, explaining that despite the recession women are still coming in at least once a week. He attributes this to the fact that a blowout extends the life of a color and cut for a fraction of the price of those services. Indeed, with a blowout topping out at $60 a pop, Sklar said Blow offers women value.
Recession aside, this year Sklar is looking to expand and is seeking out investors to help grow his $3 million a year business to $15 million by 2013, which includes sales of its sulfate and paraben-free product line that’s sold in Ulta, Fred Segal, Loews Santa Monica and Aria Hotel in Las Vegas. The latest item in Blow’s hair care line is Blow Hair Spray, available in both a full size ($19.75) and a mini ($9.50), which Sklar said took three years to formulate, as it isn’t sticky, crunchy or flaky.
Salon distribution looks to grow, too, as Sklar expects to sign on with at least six distributors in the first quarter. Blow, Sklar said, experienced five times the retail sales it did last year versus 2008 and he is estimating that 2010 could generate four times the sales as 2009.
To supplement the salon distribution growth, Sklar is building a 12-member educational team to teach stylists “the art of the perfect blowout.” An educational DVD is also under way. “The Blow Educators are part of the Blow Dry Bar Academy, BDBA, which was created to support Blow Hair Care distribution in salons. BDBA teaches stylists and salons how to increase traffic and revenue through mastering the art of the perfect blow out using Blow’s products,” Sklar said.
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