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Standing Out in the Salon Industry: Nikita Hair’s Success Story

Nikita Hair, a prominent hair salon group in Europe founded by entrepreneur Inger Ellen Nicolaisen in 1984, has prioritized quality service and client experience to stand out in the salon services space. The brand is now looking to capitalize on over 30 years of experience by entering the $75 billion hair and beauty services market in the U.S. through franchising.

Despite the COVID-19 pandemic, the salon industry has steadily grown, with the market size in the U.S. increasing 1.2% on average between 2015 and 2020. Post-COVID-19, there has been a surge in demand for salon services as customers look to get their haircuts and coloring after months in quarantine. As a service that cannot be bought online, the salon industry is “Amazon-resistant” and will continue to attract foot traffic.

Nikita Hair is pursuing growth through franchising in the U.S. due to the absence of a dominant national player in the salon space that delivers luxury services at a competitive price point. The brand’s affordable luxury concept fills the gap between low-cost, no-frills salons and expensive local boutiques, providing high-quality services at affordable prices. The brand’s extensive menu of services goes beyond that of traditional salon concepts in the U.S., including hair extensions, balayage, volume and moisturizing treatments, and more.

The brand’s signature product line and salon-exclusive treatments, including the Eleni and Chris product line developed by Nicolaisen and her daughter, generate sizable revenue for the concept. With 37 years of successful growth, over 150 salons, five academies, and several salon-exclusive product lines, Nikita Hair has a deep understanding and unparalleled positioning in the segment.

The brand is initially focusing on the success of its first ten U.S. franchise locations, with openings scheduled in Ohio and Charleston, South Carolina, and future development planned for Dallas. Successful franchisees need not be expert hair stylists but should have sufficient management experience and people skills.