Sanrizz

Tony Rizzo started his first salon with his brothers in Knightsbridge, now he’s running the global business single-handed Tony, Ozzie and Ricci Rizzo trained in Mayfair, so knew the area well and decided to open their first Sanrizz salon there. “It was difficult to get a lease without existing business records, and landlords didn’t look favourably on hairdressers. We were forced to take on large premiums,” Tony recalls. They opened their salon in Brook Street in 1980, closely followed by two more in the area. However, when rents went through the roof they moved to Knightsbridge in 1985. “We had to pay £65,000 just to get into the area, but it was worth every penny,” says Tony.One of the most important factors for the brothers, from day one, was training. Having trained with the best themselves they wanted to offer their team the same opportunities. They also travelled overseas presenting seminars and shows to inspire others. Tony spent a lot of time abroad and opened three salons in Italy and two in Japan, as well starting a Sanrizz product line which was sold in 82 salons. “I learned a lot about franchising when I was in Japan which I knew I could use in the UK business,” Tony says. Profit building The next few years were spent building the profile of the businesses and making money. All profits were ploughed straight back into the salons, constantly updating systems and services. They set up their own education academy in Knightsbridge, where not only their own staff but hairdressers from around the world could visit and train with Tony and Ozzie in a wide range of subjects. This continues to be successful today, with new courses added all the time. The company continued to grow, but in 2004 the brothers took part in a TV business programme that was to change the way they ran their company forever. It examined the relationship between the brothers and the effect it was having on the business – and concluded that it was doing more harm than good. “We were starting to expand the business and I had to decide whether to stay with my brothers, or take it on myself,” Tony recalls. “I had already started to think about taking on the company myself and this programme just reinforced that idea,” he says, deciding to buy out his brothers. Going it alone He now runs the Sanrizz business alone, working with Ozzie on the imagery, education and marketing. “The programme showed our weaknesses, and one of those was that although we were brothers, we couldn’t make any decisions together.” One of Tony’s first individual decisions was to refurbish the Knightsbridge salon, and he spent £500,000 to get the look which would take Sanrizz to the next level. It paid off, and he won the 2004 Salon Design Award at the British Hairdressing Business Awards. With its minimal, clean and no-fuss approach the business grew by 47% after the refit. Tony used this as a template for future Sanrizz salons. He has opened branches in Guildford and St Albans in the past year, and there are more in the pipeline. “I want to create a salon concept, where all the salons have the same feel, with a large retail area being dominant at the front of the salon,” Tony explains. “The front of the salon is one of the most important and expensive parts of the salon, so why do so many salons just stick a sofa in there?” Retail used to contribute 6% of turnover, but after the refit it climbed to 23%. “As salons we have to utilise what we are good at – a quality service and professional products.” Tony realised the importance of displaying products beautifully in relaxing surroundings and this is now a key area in all the Sanrizz salons. He also emphasises the technical area, offering everything from straightening to perming, treatments and colour. “Offering alternative services makes business sense. It can mean the difference between a client coming to you rather than the salon three doors away,” he says. Some salons are run as franchises, but Tony has also introduced ‘branchising’, which works like a franchise, but is financed by the business and the employee becomes a shareholder. “These are very successful and it is an opportunity to offer something to those who have been very loyal to us and have spent a long time with the organisation.” Salons are planned for Watford and The City, while Tony has his eye on opening salons in Milton Keynes and Southampton and does not rule out moving further afield. “Our team is multi-cultured and we have members from all over the UK and the world, so we would never say never to opening a salon anywhere.”