By  on February 19, 2010

Grooming Lounge is taking on the salon and spa market.

The Washington-based men’s salon, which has locations in the District and in McLean, Va., is aiming to roll out its signature line of hair care and shaving products to roughly 1,000 upscale salons and spas by June.

“We would like to have six independent distributors on board by the end of the second quarter,” said John Mulgrew, who was named national sales director of Grooming Lounge in December. “It’s an aggressive goal, and I think it’s one we can achieve. We’re targeting the Southeast, Northeast, Northwest and Texas.”

“Since we know that world, we thought, ‘Why don’t we enter salons and spas?’” added Pirooz Sarshar, co-founder of Grooming Lounge. “We’re going to help them with their men’s business.”

The expansion of the firm’s wholesale business has already gotten under way. In October, Grooming Lounge’s nine-item line was introduced in 125 Ulta doors. It is slated to reach 65 more Ulta doors this year, then 65 to 70 more doors next year, for a total of about 250 Ulta stores by the end of 2011.

With the new wholesale distribution, Grooming Lounge could ring up $1 million in wholesale sales this year and $1.8 million in 2011, according to industry sources.

Grooming Lounge distributes its products directly to Ulta and plans to deal directly with some retailers it is targeting for new distribution — like Blue Mercury and Planet Beauty.

Sarshar and co-founder Michael Gilman founded Grooming Lounge in October 1999. A year later, they launched a Web site and, in 2002, they opened the Washington location. In April 2006, the McLean, Va., store was opened. The two stores alone generate total revenues in excess of $4 million annually, according to sources.

“We don’t want to open more stores,” said Sarshar. “We want to focus on building the [existing] business and the brand. We want to focus on the product business.”

The existing Grooming Lounge product assortment ranges in price from $18 to $25 and includes a shampoo, conditioner, three styling aids, a face wash, shave oil, shave cream and an aftershave moisturizer.

The firm is developing skin care and additional hair care products, and has slated the launch of these items for late 2010. In the works are a cleanser, exfoliant, masque, toner and an oil-free moisturizer, which will range in price from $20 to $32.

Also on the launch slate are a gel and clay pomade (about $20 each) and a shampoo and conditioner (also about $20 each).

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