Franchising with lee stafford

Lee Stafford's signature style, epitomised in his inimitable salons in Southend and London, can now be found in Oslo, Norway, in conjunction with the Vita Group. Here we look at how the franchising operation startedThe pharmacy company already stocked Lee's products when it approached him with the idea of franchising the brand. This fitted neatly with his plan of opening a salon in 10 cities around the world. Lee didn't hesitate in approving the venture. "It certainly helps to have a big company on board. Vita Group is the equivalent of Boots or Superdrug in Norway. It had a great deal of expertise behind it and was able to deal hands-on with the smallest of issues," Lee explains. He believes the key to achieving continuity is to make sure that branding principles are applied. "It's hugely important to have a proper systems and procedures manual in place. Otherwise you run the risk that the resulting salon will not be operated in the way you advocate. In my case, I want our clients to get the same unique experience in every country," says Lee. As a result, his Norwegian salon carries his trademark futuristic mirrors, larger-than-life dog logos and hi-tech washbasins. Lee also made sure a trusted member of his art team spent a month at the salon helping to set it up. He is in no doubt that franchising his brand has helped garner international recognition, but he advises salons to test the strength of their business before making the leap. "Ensure your model is absolutely watertight before thinking of setting up abroad," he says. "But if it's the right time to franchise, it can be hugely rewarding for your business."