The Williamsburg section of Brooklyn is not lacking for coffee shops, art, restaurants and nightlife. But Rochelle Peetoom, daughter of Rob Peetoom who operates 17 namesake salons in the Netherlands and Bali, thinks there is a gap in the hip neighborhood.
While Cutler and Bumble and bumble have Williamsburg outposts, Peetoom said that as she encounters people with great hair in the neighborhood, many venture into Manhattan.
Her sister, Savana, moved to Williamsburg to oversee this week’s opening of Rob Peetoom Salon’s first site in the U.S. The 4,000-square-foot space, in a former soda factory on 101 North 10 Street, is near to the Wythe, Hoxton and Williamsburg Hotels. Savana serves as the U.S. director for the 23-chair salon.
“Williamsburg completes the perfect triangle for us. Our roots lie in the Netherlands, which is all about natural beauty. When we expanded into Bali, we were seeking the inner beauty element. And now we balance it out with the aspiration beauty from New York,” said Rob, who founded the business in 1969.
The services include everything from cut and color to hair spa rituals from Bali in Yume reclining shampoo basins. Skin-care treatments with Biologique Recherche are available. There will also be a special area Savana likened to an open kitchen where patrons can watch stylists being trained. For the opening, the salon is bringing over stylists from the Netherlands and Bali — a cohort who have been trained at Rob Peetoom’s Academies and who have a collective of 45 years working with him. Prices range from $85 for a women’s or men’s cut by a stylist to $200 by a creative director. A half head balayage ranges between $200 to $420, depending on the stylist. Brow treatments fall in the $55 to $75 range. The salon is open seven days a week. Savana said she is “boots on the ground,” to listen to clients’ needs as far as hours and services.
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“Brooklyn is perfect for our first U.S. salon,” she told WWD during a tour of the site prior to opening. “We could get lost on an eighth floor in Manhattan. Williamsburg has Dutch charm.” The company is also eyeing future locations in New York.
To make clients welcome, the space features a living room environment with lounge complete with a bar and coffee. To serve local families, kids cuts are offered. “We will do anything to make you comfortable,” Savana said. “If you bring your dog in, I’ll walk it,” she added.