Location location, location: Where’s the best place for your salon?

How do you assess the best place for the salon you are opening?

If you’re a salon owner, you’ve probably asked yourself: Where should I open? How can I make sure clients can find me easily? From catching the eye of passers-by to creating an accessible haven for your clientele, choosing the right place can be overwhelming. But fear not—we’re here to help. The former salon owner and HJ’s 2012 British Hairdressing Business Award winner, Carl Mitchell, has quite a lot to say on the topic.

Sales are tied to visibility

Your salon location is one of your most powerful marketing tools. When potential clients see your stylish storefront, vibrant logo, and bustling clientele, they are more likely to step inside. Essentially, your location acts as free marketing. If you are off the beaten path, you will save on rent but have to spend more on marketing. 

Your address dictates your overheads

The closer you are to a prime location—like a busy high street—the higher the rent. Mitchell emphasizes, “You need to find out what the refit costs will be from an empty shell to the day you open.” Rent is just the tip of the iceberg; consider utilities, insurance, and maintenance. 

Station location 

In the suburbs, position relative to a train station is a big consideration. Commuters going to work and coming back from work can pass your salon twice a day during weekdays. So that position near the station can guarantee a lot of awareness and ease of access should they want to come in.

Of course, a place near a train station will cost more, but you will have to work out these factors for yourself. If foot traffic spikes during local events, plan promotions to attract new clients during those peak times.

One way to get awareness and footfall without the full expense of being on the high street is by being one floor above. There, you have most of the visibility and much of the convenience, but first-floor hair salons will pay less in rent.

Parking is also an important asset, and it’s worth checking how much the parking will cost. If you can offer people free parking when they visit your salon, that will be one less barrier to visiting you.  Mitchell reminds us, “One of the main reasons clients choose a salon is parking.” In fact, 60% of clients prioritize free or convenient parking.

Competitors: friends or foes?

Many salon owners view competition as a threat, but that’s not the whole story: “If there are plenty of salons in an area, that doesn’t mean it’s a bad idea to open there. It could indicate high demand.” Competitors can validate the market for your services, provided you bring something distinctive to the table. Conduct a thorough competitive analysis and see where you can fill gaps in the market.

Surrounding businesses can mean synergy 

A salon nestled in a vibrant shopping or leisure district can significantly boost foot traffic. Look for complementary businesses like gyms, coffee shops, or wellness clinics. People love convenience, and a salon near where they work or socialize can lead to increased customer numbers. 

The intangibles: Ambiance and safety

Your salon’s ambiance starts with the neighborhood. Cleanliness, safety, and overall presentation are factors. Clients who are likely to be women, want to feel relaxed and secure even before they enter your salon. As Mitchell points out, no one wants to step out of a luxurious treatment onto a grimy street.

Putting it all together: The financials

Once you’ve zeroed in on a location, it’s time to talk numbers. Beyond rent, you need to consider fitting out the salon and ensuring all operational costs are covered. This will inform your pricing structure. Ultimately, your services must not only cover costs but also yield a profit while appealing to your target market.

The power of location, pricing, and offerings

The relationship between location, pricing, and your salon’s offerings is intertwined. Your location influences what you can charge, and your pricing dictates what kind of services you can offer. A high-end salon in an upmarket neighborhood can command premium prices, but only if your offerings match that promise. Conversely, a salon in a more middle income area must focus on services that meet local clientele needs without sacrificing profitability.

So, do your research. Plan ahead. As Carl Mitchell wisely notes, “Without doubt, opening a salon is one of the most important decisions you will ever have to make.” Choose wisely, and your salon will become the go-to destination for beauty in your community. Your journey to success starts with a location that sets you up for greatness.