LONDON — British socialite Tamara Ecclestone, who launched her line of Show Beauty hair-care products last year, is set to expand the brand to encompass a chain of blow-dry bars — dubbed Show Dry — with locations in the U.K., Ireland and the United Arab Emirates (UAE).
The salons, the first of which will open in London this winter, are to offer blow dries and hair styling, with treatments priced from 18 pounds to 45 pounds, or $29 to $72 at current exchange.
As with Ecclestone’s hair-care line, the focus will be on a “premium experience,” the company said. The salons will offer flexible opening hours, valet parking, loyalty programs and a personal driver service.
Ecclestone said that her aim is for the salons to “provide a slick, time-efficient service,” which she called a “natural extension of the brand.”
Freestanding locations are set to debut this winter in London, while dry bars will open within Harvey Nichols stores in Manchester, the U.K., and Dublin, Ireland, with locations also planned to open in the UAE, along with dry bars in select Fenwick and House of Fraser stores in the U.K.