WARREN-TRICOMI TO BUILD FRANCHISE IN JAPAN
Byline: Andrea M. Grossman
NEW YORK — Warren-Tricomi is setting its sights far: The Far East.
The upscale midtown salon founded in 1995 by Brooklyn, New York natives Joel Warren and Edward Tricomi, and Romanian Roxana Pintilie, has entered into an agreement with Number Three Company, an Osaka, Japan-based beauty distributor, to build a 10-unit Warren-Tricomi franchise in Japan by 2003.
Terms of the deal were not disclosed, however Warren estimates each salon will cost in the neighborhood of $800,000 to $1 million to build. The first salon is expected to be complete within the next six months and will be based in Tokyo.
Warren, Tricomi and Pintilie retain artistic control of the salons, and will also train all stylists and aestheticians working in the salons. Even the smaller details, such as what music is played over each salon’s sound system, will also be decided by the trio. “I wasn’t willing to give up my name that quickly,” Tricomi said.
The Japan-based salons will stay true to the eclectic design of the flagship salon on 16 W. 57th Street, which employs a blend of Baroque, Tuscan and Arabic features. Moroccan-patterned fabrics, arched doorways and gilded mirrors inspired by 18th century Versailles decorate the salon.
Warren-Tricomi is entering a region whose population is familiar with their work. Japanese audiences became familiar with Warren (known for his coloring skills) and Tricomi (famous for his styling skills) in 1997 when the duo regularly appeared via satellite on a popular Japanese morning show. Warren is also a fixture at hair shows in Japan.
Warren and Tricomi knew they made a name for themselves in Japan when buses of Japanese tourists began to visit their Midtown salon each week. “First the Statue of Liberty, then Prada, then Warren-Tricomi,” Tricomi half joked.
While expanding overseas is certainly top of mind for the salon owners, branching out locally is also on the agenda. A new Warren-Tricomi location is planned to open at The Sports Club/L.A., Rockefeller Center on September 15. The 2,000 square-foot facility will offer both a salon and a spa and will staff 40 stylists, aestheticians and spa-specialists. The salon’s services are to be headed by Tricomi and Warren and will include cutting, color, styling, blow-dry and up dos, as well as hair conditioning treatments, relaxer treatments and hair extensions. Prices start at $80 for a haircut, $90 for a single-process color and $150 for highlights.
Spa services will be managed by Pintilie and will include facials, microdermabrasion, reflexology, eyebrow shaping, waxing, massage, manicures and pedicures.
Warren-Tricomi is also entering Greenwich, Conn. in August. The Greenwich location will have wood floors, free-standing glass mirrors and fabrics in mother of pearl. “It will look like the inside of a jewelry box,” said Tricomi.
Plans to open a downtown Manhattan salon have been nixed — for now — but a Warren-Tricomi location may open on the West Coast before the end of the year. The Melrose section of Los Angeles is being considered, Warren said.
If all goes as planned, Warren-Tricomi’s projected salon count could total 15 by yearend, which includes the Canoua Island salon they have in the Caribbean.
Last year’s sales for Warren-Tricomi’s Midtown and Canoua salons were approximately $7 million, said Tricomi.
Clients of Warren-Tricomi are generally well-heeled, considering the prices of services, but Tricomi wouldn’t say his clients encompass one group of people.
“Our clientele is the typical New Yorker. For example, we can have a 60-year-old woman who Lunches sitting next to a 15 year-old model sitting next to a music executive,” Warren said.
“We make everyone feel like they belong.”