Case Study: Hairhouse Warehouse
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Professional Haircare Products
The Business: Hairhouse Warehouse
Hairhouse Warehouse is a retailer selling professional haircare products in shopping centres and busy shopping strips. Its business model supplements the core retail experience, with sub-contracted hair-dressers and beauty therapists. As a result, rents are amortised across the three businesses.
The Founders, Tony and Joseph Lattouf, understand the hairdressing business, having been hairdressers to the stars while operating the Lattouf International hairdressing salons. They started Hairhouse Warehouse in 1994 and now almost all 36 outlets are franchised. The franchisees are responsible for selecting and managing the sub- contracted hair-dressers and beauty therapists.
The Challenge
When Hairhouse Warehouse commenced franchising, they soon realised it wasn’t achieving the monetary, or strategic goals they had expected.
Hairhouse Warehouse had received franchising advice previously, but this advice left them without a clear direction. In addition, the franchise model was flawed setting a fixed royalty payment. This payment system meant that there weren’t shared goals between the franchisor, and its franchisees.
Finally, their initial franchisee recruitment process was flawed. As a result, some of the initial franchisees were not of the standard required to operate a retail store at the highest standard.
The Solution
DC Strategy reviewed the current franchise policies and procedures and instigated a best practice franchise program for Hairhouse Warehouse including operation methods, recruiting strategy and financial projections and planning. A brief was written for Point-of-Sale system providers to implement an information management system into the network.
Furthermore, an analyst from Deacons Consulting was seconded to work closely with the management team, assisting with the implementation of systems and procedures to better manage a large network. Together with a re-fit of their head office, and hiring additional staff, Hairhouse Warehouse are now able to better service their franchisees and select franchisees who are able to operate the stores to higher levels.
The Outcome
- Hairhouse Warehouse continues to expand throughout Australia. Landlords welcome the outlet into their shopping centres as a positive contributor to their tenant mix.
- The franchise system continues to be successful for both the Franchisor and Franchisee.
- The point-of-sale system has been re-contracted to a new supplier and will now be integrated into the financial system.
- DC Strategy continues to work with Hairhouse Warehouse in the management team meetings.
Getting Started
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We help businesses of all sizes, from large corporations to sole traders, through a diverse team and nearly 40 years of experience.
Recent Franchises
"Franchising is a serious commitment and DCS guided us through our economic modeling, feasibility assessment, legal documentation, and lead generation work. They truly become an extension of your business as you seek to put everything in place to build a sustainable model that will generate returns for your new partners and your brand. DCS helped bring on our first franchisee and ensured he was the right steward for our brand. I can’t recommend DC Strategy highly enough!"
"Our journey with DC Strategy has been fantastic! From that initial strategic workshop to implementing our franchise program – there’s been lots of touch points. But if I think of one really great thing in our overall relationship and how DC Strategy continues to contribute to our success, it’s having them on our board."
"When DC Strategy came in to meet the board at the time, the noise was taken away. Once they had been convinced by the expert this is what you need to do and this is how you need to approach it and from thereon we never looked back. "
"The DC Strategy team draws upon its solid understanding of the franchise model to improve the performance of our organization. By tapping their knowledge, we have more quickly identified our opportunity areas and defined the action steps to capitalize on them. "
"We were comfortable with the consultancy because it was responsible for the growth and development of significant franchise systems and brands. Having a full-service firm ensures the consistency of information, advice and message from exiting franchisor and franchisee. "
"DC Recruitment helped take KX from 5 studios to 30 studios quickly. James and his team go above and beyond to provide great support and a vast range of franchise knowledge that is imperative for sustained growth. Their involvement allowed me to focus on growing and developing other key areas of the business knowing the recruitment was in good hands. I would recommend DC to any company trying to expand their network."
"Franck Provost wouldn’t be where it is in Australia today without all the consulting and legal advice from DC Strategy. "
" The team have been working with Thermawood Australia to promote the sales of our Thermawood Franchises across Australia. We have fortnightly video meetings as well as regular recap reports. We are always included in the planning and implementation of all marketing strategies and then advised on the outcome, their communication is exceptional. It is a pleasure to work with the entire DCS Lead Generation team. "
"DC Strategy took great care to understand our brand while developing our franchise system. They have worked closely with us to ensure we create a franchise system that reflects our passion in the Rosa Mexicano brand and their deep understanding of the franchise system made a significant contribution. I highly recommend them to anyone looking to establish a franchise network. "
Getting Started
We are here to help you
We help businesses of all sizes, from large corporations to sole traders, through a diverse team and nearly 40 years of experience.
Contact Information
Call:
1300 682 657
Email:
online@dcstrategy.com
