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Tamara Ecclestone Debuts Show Dry Bar

The 1,500-square-foot space has a luxurious feel, with glossy white walls and matte black parquet floors.

Tamara Ecclestone on Thursday showcased her first stand-alone blow-dry bar, called Show Dry, which stands on London’s Westbourne Grove, set amid the area’s bijou fashion, children’s wear and home boutiques.

The 1,500-square-foot space, which officially opens Saturday, has a luxurious feel, with glossy white walls and matte black parquet floors, which contrast with details such as a rose gold and pink quiltlike panel suspended on the salon’s ceiling. Ecclestone — the daughter of Formula One Group chief executive officer Bernie Ecclestone — admitted that the decor is “kind of like my house.” “I wanted it to be a home away from home,” she said of the two-story space.

And with a number of blow-dry bar concepts popping up in the U.K., Ecclestone said that the service-oriented “extras” that Show Dry offers make her salons stand out. They include iPads in every styling station for customers to read papers or magazines and a drinks menu that runs from Champagne to smoothies, along with hairstyling for children and an Uber car-ordering service linked to the iPads. That said, the services are still speedy, starting at 15 minutes for dry hairstyling. “I don’t see the need to compromise on speed while having a luxurious [treatment],” said Ecclestone. “I know that everyone’s in a rush…so I definitely feel that speed and luxury, you can have at the same time.”

The stand-alone location follows on from the blow-dry bars that Ecclestone launched within department stores late last year. They include Harvey Nichols in Dublin, which offers a full menu of Show Dry’s treatments, while bars in select Harvey Nichols, Fenwick and House of Fraser stores in the U.K. offer dry hairstyling services. The bars came after Ecclestone launched her Show Beauty line of luxe hair products in 2013.

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In addition to the Westbourne Grove space, Ecclestone said she’s looking for another stand-alone location in London, while noting that salons in the U.S. could be in the brand’s sights “down the line.” There are also more products set to launch within the Show Beauty range — a shampoo and conditioner will debut in the fall, to add to the line of styling products, along with a dry body oil that adds shimmer and color to the skin, which will bow in the summer.

And according to the firm — which is a privately owned venture between Ecclestone and Romelle Swire Ltd. — the products have had a successful start. According to figures from the brand, the Show Beauty hair line saw 60 percent like-for-like sales growth in 2014 versus the previous year, while including the blow-dry bars, the business grew 150 percent in the year ending 2014. The firm is forecasting that the business as a whole will grow 130 percent in 2015 versus 2014.