New men's chain will be the dog's ...

The Dog's is a new concept in men's hairdressing salons launched by the managing director of Saks, Stephen Skee,  and branding expert, Steve Dixon.

The first franchise is not scheduled to open until the end of 2010 - with Big Brother 6 winner Anthony Hutton at the helm - but The Dog's brand is already fully formed following 18 months of research.

The target market for the franchise chain will be lads aged 15-35 who want to get their hair cut in an environment that is unashamedly male - a sector of society The Dog's founder believe is currently not catered for on a national level.

Said brand director, Steve Dixon: "During our research and insight planning we found that the vast majority of men are searching for a masculine but modern salon. To them the Metrosexual Man is a nonsense that the fashion media and marketing departments have invented. Their perfect salon would be a combination of well-trained, capable men's hairdressers, great banter and a joke."

The Dog's franchisees will benefit from on-going support, including financial advice; systems, advice on site selection, properties and leases; shop fitting and design advice, management training ad on-going marketing campaigns.

The total cost of opening a The Dog's salon is expected to be around £50,000, including a £7,000 franchise fee.