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After a promising Q1, the brand that’s reinventing skincare is on pace to open 16 new locations in 2022.
Heyday, the franchise brand that’s taking the facial out of the spa, is transforming the $7 billion skincare services industry by making professional, personalized skincare accessible to the masses. After accomplishing goals in its first year that are on par with a five-year franchisor, the brand’s goal is to open 16 locations by the end of 2022.
And if its recent performance is any indication, it’s well on its way to reaching those goals.
In the first quarter of 2022 alone, Heyday has signed three new multi-unit franchise partners for a total of 20 locations in the Boston, Houston and Phoenix markets. It has also secured six leases this quarter in Atlanta, Dallas, Los Angeles and Philadelphia. Add that to the leases signed last year and the brand is poised to meet its ultimate goal of opening 300 stores by 2026.
“I think that in 2021, our biggest challenge was getting staff back,” said Dennis Campbell, Heyday’s vice president of franchise development. “Now that we're fully staffed seven days a week in most of our locations, we’re able to focus on growth, and we’re making progress toward our goals every day. We're really hitting the gas.”
Heyday’s mission is to change the way people think about skincare and wellness. Its membership-based model makes skincare more accessible, enabling its members to make facials a part of their everyday wellness routine rather than just a once-in-a-while indulgence. It’s doing this by offering lucrative franchise opportunities in major markets across the U.S.
The membership-based model is one of the key differentiators for franchisees, as recurring revenue helps reinforce the strength of the Heyday concept. In Q1 this year, Heyday didn’t just meet its goal of having 70% of clients receiving facials as members, it exceeded it.
“That was a big goal of ours, hitting 70%,” Campbell said. “So that tells us that we’re doing a lot of things right, because we’re setting aggressive goals and we’re actually beating them, which is exciting.”
As part of its momentum early in 2022, Heyday is building relationships with national landlords who are bullish on the brand’s concept and viability in various markets across the U.S. One of these strategic relationships is with Charlotte, North Carolina-based Asana Partners, with whom Heyday has signed lease agreements on a number of locations, with plans for more.
“Heyday's core business strategy is strong, and they have been a great partner in several locations in our portfolio,” said Katie Grissom, managing director at Asana Partners. “Their individualized approach to skincare and the company's growing brand recognition make them an attractive tenant in locations like the Krog District in Atlanta and Old Town, Alexandria, where our customers are drawn to a high-quality, experiential concept like Heyday.”
Heyday was first launched in New York City in 2015 before expanding to Los Angeles. After proving its viability in those trendsetting markets, the brand is poised to succeed in markets nationwide to satisfy the growing demand for high-quality, membership-based skincare services.
Heyday’s goal is to open 20 locations in 2022. It is set to open stores in Alexandria, Atlanta, Dallas, Los Angeles and Chicago this summer, followed by locations in Philadelphia, and more in Atlanta this fall. With this kind of momentum and the rate at which the brand is signing franchise partners and lease agreements, the question is not if Heyday will reach its ambitious goals, or even when.
The real question is how fast.
Heyday’s startup costs range between $574,000 to $755,500, depending on which market the store is located. Other factors like design, configuration and labor costs will also impact the total investment. Click here to see the full cost breakdown.
