Starbucks approach to nail salons

The United States has approximately 58,000 nail salons, most of which are “mom and pop” stores owned by Vietnamese and Korean immigrants. Claiming to be the first branded nail chain in the United States, Dashing Diva hopes to become the Starbucks of nail salons, creating a strong brand and offering customers an experience that’s different from other nail salons. While most nail places sport a hygienic but basic look, Dashing Diva has invested heavily in design, making it a marketable venue for bridal showers and Sweet Sixteen and birthday parties. Customers are treated to girls’ night every Thursday and Friday evening, sipping free cocktails in the “Pink Pedicure Lounge” while having their toes done, and weekend morning treatments come with complimentary bagels and coffee. Men and young girls are catered to with Racer and Little Diva manicures. The chain also has an advantage on the supply-side: Dashing Diva is an affiliate company of KMC-Exim, the world’s largest manufacturer of artificial nails. Business opportunities? Be Peet’s or Costa to Dashing Diva’s Starbucks, and set up your own nail salon brand. Or join Dashing Diva as a franchisee. The company has aggressive expansion goals: in the US, Dashing Diva plans to open 15-20 more stores over the next 18 months, both through conversions and new store openings. Internationally, the Australian master franchisee, who opened a Dashing Diva location in Melbourne in January 2007, plans to open 30 more locations in Australia over the next three years. The Japanese master franchisee also has plans to open multiple Dashing Diva units in the next few years, as does the Middle Eastern franchisee, whose first salon is located in Kuwait. Salons have also been opened in the Philippines and Singapore, and upcoming markets include China (a Shanghai store is slated to open by the end of 2007) and the United Kingdom. Franchise fee is USD 25,000, good for 5 years, plus 4% royalty on gross sales. Related: Nail taxi