What Type of Location Do I Need?
Our luxury salons work best in urban and suburban, high-end shopping areas
Just like our customers, we are particular about our image at Dessange, and we know that image and location are inextricably linked in business success. When new franchisees come on board, we focus on helping them find just the right spots for their Dessange franchises.
Our business model works well in urban and suburban areas where there’s a certain density of high-income households, typically an area with a population of 100,000 or more. The successful Dessange salon is in an area that draws people with household incomes of $90,000 or higher, depending on the geographic region.
A Dessange salon and spa works best in or near high-end shopping areas that draw customers with geneous disposable incomes. They do well in areas that include designer stores like Louis Vuitton, Versace, Dolce & Gabbana and Prada.
“If you can envision a place where a celebrity could go and buy a designer gown for a charity event and shop at a Gucci or a Sergio Rossi, that would be a great spot for Dessange,” says Dessange Group North America CEO and President John Costanza. “Retail-wise, there should be a great mix of exclusive boutiques and top-tier luxury stores.”
We go where the customer goes
Part of finding the right location is scouting the lifestyle shopping areas that appeal to our target demographic, which helps us intersect with the customers we want. Our support team helps franchisees pinpoint the best locations to start new salons by reviewing and rating site selections. We work with customer analytics experts Buxton to help narrow down the right real estate for our franchise owners.
A successful Dessange salon and spa is a good fit with a certain kind of neighborhood, suburb or city. Think of iconic locations such as Aspen, Colorado, or San Francisco, California, or neighborhoods such as Beverly Hills or the Upper East Side of New York City. Dessange is ideal for communities that have strong demographics, particularly for women from their 20s to their 60s, coupled with really strong, high-end retail offerings.
Location, location, location
A Dessange salon and spa fits in well near luxury designer stores such as Cartier, Bergdoff Goodman, or Dior.
There is a growing Dessange salon and spa in the Houston, Texas, an area that has grown its wealth by 20 percent since 2012. The salon is also centrally located near three upscale neighborhoods — River Oaks, Memorial and Tanglewood.
“Location is such an important part of having a business,” says Amber Moyse, who co-owns the Houston Dessange with her husband, Charles. “We have very good visibility, and there’s a potential for new clients and walk-ins. Just having the right demographics, being near the right neighborhoods and retail stores, is really going to help you.”
Another salon is in Green Hills, an area of Nashville, Tennessee, known for its destination shopping, upscale residences and new construction. Our flagship U.S. salon and training center is in the Chevy Chase, Maryland, area where the median household income is more than $150,000.
Dessange is also well-suited for areas where there are booming industries such as technology, energy and health care. Many U.S. cities such as Dallas, Texas, and San Jose, California, are in the process of being transformed into much wealthier communities because of fast-growing economies. For example, since 2012, the number of high-net-worth individuals has jumped as much as 20% in Dallas, according to a joint survey by Capgemini and RBC Wealth Management.