InStyle Magazine - Hairhouse Warehouse is as strong as ever


What started off as the product of two brothers has now expand into 145 salons nation-wide  - but the family essence of Hair house  Warehouse  is as strong  as ever.

THIS YEAR, hundreds of hairdressers descended on the RACV Royal Pines Resort in the Gold Coast for Hairhouse Warehouse's four day House of Hair Conference. The conference is an annual highlight, packed with themed dinners, education sessions, campaign presentations and the highly-anticipated gala evening. It's astounding that something so big can feel so intimate.

If you're wondering why the Hairhouse Warehouse Conference is such a main event, these significant  stats might  explain

it. Hairhouse Warehouse is comprised of 145 salons, roughly equating to a 255 million dollar business . International expansion is certainly on the cards, growing a business that started with two brothers 23 years ago and is soon to become a global phenomenon.

Speaking to the company's CEO Arthur Mitroulas, there were some key takeaways from the four day event. The first was about the significance of social media, a frontier that the franchisees are rapidly mastering, and reaping the benefits of.

New marketing initiatives have continued to reinforce the  brand

through local marketing, while an alternate direction for visual merchandising has been met with a very positive response, with 60 of the franchisees already taking it on board.

There was also a heightened focus on the client experience. "Over

the next few months, we want to train every single stylist team member on the 'Client Consultation Journey'," Arthur shared. "Since conference, we have already begun to make a difference to the customer experience in salon. We have always been bold with our direction in salon, and I believe that now we are able to deliver strong growth initiatives to drive our franchisees' salon business ."

The conference also hosted a full day mini-expo, where Suppliers new and old were welcome to show off their goods. In total 38 suppliers sponsored the conference, demonstrating the versatility Hairhouse Warehouse is famous for.


The conference ended on a high with the Annual Gala Dinner, where the winners were judged on stringent criteria. In addition to the winner announcements, Arthur and other speakers took to the stage to sum up the conference, reaffirm the value of education and capture the passionate, intimate atmosphere that pervaded the conference, and has always permeated the company as a whole. Matrix provided another highlight with their Creative Playground showcase, where big hair and bold looks dominated the catwalk .

Between education, awards, new campaigns and future plans the ultimate takeaway was an enduring one - the overarching theme of family that Hairhouse Warehouse has retained since it was launched in 1992. For a business that now boasts 145 salons that's pretty darn impressive.


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