Day Spa Toning Up Its Franchise

January 30, 2004

The co-owners of an area salon and day spa are soaking up competitors faster than you can say facial.

After acquiring Paul's Salon of Pikesville late last year, About Faces Day Spa & Salon plans to acquire three additional salons in the next couple of years, reaching a total of seven stores, CEO Patrick Brennan said.

"We're looking to secure our dominance in the Baltimore market," Brennan said. The 33-year-old company began expanding from its flagship 14,000-square-foot Towson facility at the Shops in Kenilworth in 2001 when it acquired a salon in Salisbury. It acquired another in Timonium in July 2002. Revenues reached $12 million in 2003 and are expected to reach at least $16 million in 2004, Brennan says.

About Faces (www.aboutfacesdayspa. com) plans to focus on purchasing salons within a 10-mile to 15-mile radius of Baltimore before expanding into other regions of Maryland, Brennan said.

"It's hard to find good people" in the day spa industry, Brennan said. The industry does $11 billion in business annually, according to the International Spa Association (www.experienceispa.com). "Acquisition is the best way to grow," he added.

How does About Faces choose the salons they want to acquire?

"Parking is probably the single biggest factor," Brennan said. The location should have enough parking to accommodate 50 staff members and 100 customers looking to indulge in a seaweed body masque or a deluxe pedicure. The company also looks for spaces ranging from 6,000 square feet to 10,000 square feet and that can offer a range of both salon and day spa services.

While the economy has had its ups and downs in recent years, demand remains high for services like the salt glow body polish, Brennan said.

"Beauty services tend to be reasonably recession proof," Brennan said.

http://www.bizjournals.com/baltimore/stories/2004/02/02/newscolumn2.html