Daniel hersheson's blow-dry bar

It may be a creative profession, but it's not often that hair stylists invent a new business model that gets others in the industry talking - and, no doubt, wishing they'd thought of it first. But that's what well-known London hairstylist Daniel Hersheson and son and business partner Luke have successfully managed to do with their new blow-dry bar in Topshop on London's Oxford Street.The Blowdry Bar, which opened in December, is a simple idea that cashes in on what Luke Hersheson believes is an increasing demand for catwalk-quality, blow-drys and up-dos inspired by the latest fashion magazines and catwalk shows. The idea is simple - a walk-in, no-appointment salon with three styling positions offering clients a menu of seven looks. Each takes less than 30 minutes to create and costs just £19. The salon is open seven days a week: 9am to 9pm, Monday to Friday; 9am to 8.30pm on Saturdays; and 12pm to 6pm on Sundays, and, taking up just 135sq ft of retail space, is fitted out like a backstage scene at London Fashion Week. "We don't need much space, it's all about high turnover," says Luke. "We've got 10 people trained and we'll have four people working there. We are open long hours to fit in with the opening hours of Topshop." Topshop, says Luke, was the obvious choice for the Hershesons' new venture. "It's the coolest store in the high street and is totally classless. Topshop has transformed the high street and also has an amazingly high footfall." Staff at the Blowdry Bar are second and third-year apprentices from the Hershesons' Conduit Street and Harvey Nichols salons. "It's wonderful training," says Luke. "Styling isn't generally taught in colleges, and here they have learnt blow-drying and back-combing, and we're using our experience from the catwalks and shows." The concept was first mooted by Daniel 12 months ago, inspired, in part, by coffee bars, where customers choose from a limited menu building up reward points as they visit. "The idea was borne out of many of our clients wanting a modern up-do or a Rita Hayworth-look. We want to change the perception of styling - to give clients a sexy up-do that feels right. Styling has become more important, but a lot of people don't know how to achieve it. Clients think they might walk out with a tight pleat or with over-tight curls," he continues. The Hershesons' expanding business centres on their salon in Conduit Street, opened by Daniel in 1991, and a luxury hair spa in Harvey Nichols, launched a year later. Luke joined the business in 1998 and is responsible for marketing and developing the Hersheson brand, alongside his session and salon work. "It's important to develop our brand," he says. "I think we have a lot to say and we don't sell ourselves on who we do, it's about what we do. Our philosophy is about being related to fashion, not celebrities," he says. If all goes according to plan, the Blowdry Bar will move into profit after four months of trading, with an anticipated 30-40 clients coming through the door per day. The father and son team is confident it will have a broad appeal, so much so that ambitious plans are under way to roll the concept out further. "A lot of women want a blow-dry once a week - whether it's a classic blow-dry or sexy, party hair. We've also undercut every blow-dry price in the West End. We are aiming for a cross-section of people aged from 18 to 50, earning anything from £20,000 to £500,000 a year," says Luke. Clever marketing will also persuade clients of the Blowdry Bar to book at the Hershesons' main salons. Clients who have seven hair styles at the Blowdry Bar are entitled to the next one free, and Blowdry Bar clients are offered a 20% discount on cuts and colours at either the Conduit Street or Harvey Nichols salons. Promotion of the new venture has been PR-based and has included an exclusive story in British Vogue and a page in Grazia. The long opening hours and huge footfall of what is arguably Britain's most successful fashion store should give the Blowdry Bar the throughput it needs to become a success. "It's all about volume," says Luke. "The response has been really good - we have plans for a big roll-out if this one's successful. The investment is nearly in place to for 50 more over the next 18 months. "The time is right and we must strike while the iron is hot," he concludes. Seven wonders offered at the Blowdry Bar Super-straight - sleek 'n chick The Classic - a smooth, finished look Big and Bouncy - the look of the glamorous 1980s Wavy Gravy - natural, tousled. A bit rock and roll Any Kinda Pony - an all-time favourite, with height and texture to suit the outfit Bardot Updo - a touch of height at the crown with a messed-up finish, for a look of the 1960s Expensive Hair - the Rita Hayworth or modern-day, glamour puss look