Franchising Today - Fall 2016 - 82

REGIS CORP.
www.regiscorp.com / HQ: Minneapolis / Employees: 45,000 /
Eric Bakken: "Training is one way we try to make sure we're consistent in what we're doing."

Style
Leaders

Regis Corp. is expanding
its share of the salon market
through franchising.
BY TIM O'CONNOR

Look around during your daily
commute and you're sure to notice an
abundance of colorful hairdos among
your fellow travelers. Blue and red
dyes create vibrant splashes, as hair
color has become as integral to individual people's styles as skinny jeans
or fuzzy boots. It's a trend tied to the
rise in younger customers throughout
the beauty salon market, and one that
industry leader Regis Corp. is increasingly catering to. "We're trying to
get more conscious of the millennial
group both in our guests and our employees," says Eric Bakken, executive
vice president, chief administration
officer and general counsel for Regis.
Regis is implementing new technologies and services to match the preferences of its millennial customers. "Our
guests are more inclined to use technology, whether it's an app or the ability to check in on our website," Bakken
says. The company is also transitioning from a purely service provider to a
source of education for its clients. Today's customers want to not only get
their hair done, but understand what
their stylist is doing and why they are
using that process or products.

Franchising OppOrtunity
With locations throughout North
America and the United Kingdom, Regis is one of the world's largest salon
82

franchising-today.com

FALL 2016

Regis extensively trains its franchisees,
as well as its stylists, to help ensure
consistent guest experiences.

companies. The corporation's stable
of brands includes Supercuts, First
Choice Haircutters, Cost Cutters,
SmartStyle, MasterCuts, Regis Salons
and Sassoon Salon, among others.
"We believe we have some of the best
brands in the business," Bakken says.
Bakken joined the company in 1994.
One of his first jobs as manager of franchise administration was to integrate
a small salon chain in the Milwaukee
suburbs with the Regis brand. Since
then, he's been a part of more than 500

acquisitions and seen the company
grow to more than 9,000 locations.
For most of its history, Regis corporately owned all of its salons. That
changed in 1996 when the Minneapolis-based company purchased Supercuts, which gave it a foothold in
franchising and strip malls. Today, its
franchisees operate about 2,500 salons and Regis sees franchising as one
of its primary growth vehicles.
The renewed push in franchising
began about five years ago. At the


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Table of Contents for the Digital Edition of Franchising Today - Fall 2016

Contents
Franchising Today - Fall 2016 - Cover1
Franchising Today - Fall 2016 - Cover2
Franchising Today - Fall 2016 - 1
Franchising Today - Fall 2016 - Contents
Franchising Today - Fall 2016 - 3
Franchising Today - Fall 2016 - 4
Franchising Today - Fall 2016 - 5
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