Editorial

Pioneers in the value-priced haircut industry

Supercuts is a value-priced hair salon that offers updated hairstyles at affordable prices. Featuring a hip yet comfortable look, Supercuts salons are located in strip malls to maximize visibility and convenience.

This atmosphere is a huge draw to their target audience (65% o their customers are men, ages 18-50), who enjoy easy access and parking and the store’s proximity to other big box retail draws such as supermarkets, Wal-Marts, Target stores, etc.

A division of the Minneapolis-based Regis Corporation, Supercuts has more than 2,000 salons in the U.S. with plans to add another 1,000 in the next five years. They also have a presence in Canada, Puerto Rico and over 100 Supercuts in the United Kingdom.

Alan Storry, vice president of Franchise Development for Regis Corp., says Supercuts is the strongest brand in its category in the U.S. With an inception date of 1976 in California, Supercuts has a well-established reputation and the highest national name recognition. Known for staying on top of hairstyle trends, the popularity of these salons is due in part to an increased interest in looking groomed, fashionable and professional by men in the workforce.

Keeping up with the changing trends is important to Supercuts. “We added ‘Supercolor’ quick color services,” says Storry, “since so many men are now interested in getting highlights.” The salons also welcome women and children. “We make changes as the market changes,” adds Storry.

“When you compare Supercuts to other brands,” says Storry, “you’ll find that the tremendous amount of name recognition is of great value. Even in a new market, a Supercuts franchise will find many clients familiar with the brand. You’re given instant credibility.”

Sound, stable, strong support

When Regis acquired Supercuts in 1996, the collaboration increased the value of the brand by offering franchisees the support of a company that has been around for more than 85 years. In addition to Supercuts, Regis Corp. has more than 60 other brands, including: Regis Salons, MasterCuts, Trade Secret, Cost Cutters, SmartStyle, Vidal Sassoon and many others. With more than 11,000 salons Regis is the market leader, almost five times the size of their nearest competitor.

“When a person is considering a franchise,” says Storry, “a critical item to look at is support. You look at a franchise in the first place because you know you’ll need help to be successful. That’s something we do very, very well at Regis. Our support is among the best in the industry. We have ten departments

Following that reasoning, a good Supercuts franchisee candidate is someone who realizes that the support is there for their benefit and will utilize it. “The value of Franchising is that you are going into it with someone who knows the business,” says Storry. “We like to see people with good business sense, who will listen to our advisors. We become partners in success.”

Additional support is given to finding and retaining good employees. “One of the biggest challenges in this industry is being able to retain the really good stylists, because it helps build the business and will help you grow into multiple locations,” says Storry. “We provide the education a stylist needs to keep current and to grow in their career.”

Added value to revenue

Supercuts salons sell a variety of maintenance and styling products which are part of the total salon experience. Product sales add to salon revenue, but more importantly they add to the value of the experience.

“A customer leaves looking good and wants to be sure he can maintain that look himself. A product used and recommended by the stylist will help the customer achieve that look at home,” says Storry. Because Regis salons only sell professional hair products, the stylists become trusted advisors in regards to total hair maintenance.

Why hair?

“If anyone is looking at getting into franchising, the hair care industry is a wonderful opportunity for many reasons,” says Storry.

First of all, it’s recession resistant – no matter what else is going on, no matter how weak or strong the economy, people get their hair cut.
It’s also a self replenishing industry because hair is always growing.
It’s a service that can’t be imported.
As for technology, there’s not much chance a machine will ever make a stylist obsolete.
The hair care industry is $150 billion worldwide and growing.

Regis has both franchisee owned Supercuts and company owned stores. According to Storry, “That means we know the brand and we believe in the brand. We’ve put our money behind it.”