Why This Millennial Invested In Heyday

October 3, 2022

Armed with intel from a previous career in consumer insights and market research, Adrian Amrine is bringing her business acumen and millennial perspective to launch her Lincoln Park location in July 2022.

Heyday, the rapidly growing franchise with a focus on making facials more accessible, is poised to become a leader in the skincare industry, bolstered in large part by new owners including Adrian Amrine, a millennial franchisee who will bring the concept to Chicago in fall 2022. 

Amrine expressed her excitement for the opening and how her previous experience in consumer insights and market research will allow her to have a positive impact on people’s daily skincare routines.

“As part of my previous career in consumer insights, my job was to listen to people and understand solutions to the problems they've encountered and work to identify new opportunities,” Amrine said. “So my background allowed me to identify gaps in the market. I'm able to get to the root of people's problems or maybe what they're thinking and possibly can't express.”

For Amrine, the right location was also a key component in setting herself up for a successful opening, and she’s confident in her decision to open in the Lincoln Park neighborhood, a popular destination for millennials. With 75% of Heyday’s returning customer base being clients aged 35 and under, the concept is sure to resonate among Lincoln Park residents and visitors. 

“It is clear that Adrian has a passion for our concept and understands the services we offer at Heyday,” said Dennis Campbell, Heyday’s vice president of franchise development. “We're finding that we have an increasingly younger subset of owners reaching out to learn more about the path to becoming a Heyday franchisee.”  

Amrine's previous career and corporate experience paved the way for her to enter the health and wellness space, paired with the backing of Heyday’s proven business model and supportive corporate team. And, although this is her first venture as a franchise owner, Amrine is optimistic about Heyday’s model for success. 

“I have always dreamed of owning my own business, and franchising is really allowing me to do that,” she said. “We have already seen some brand recognition for Heyday here in Chicago, and I’m working tirelessly on grassroot marketing efforts prior to opening to ensure that we start things off with a bang. Overall, while deciding to become an owner was a big decision, it was one that became considerably easier knowing the level of support I’d receive.”

Looking ahead, Amrine is confident about Heyday’s future in Chicago and beyond as the brand’s momentum only continues to build. Recently, Heyday inked agreements for upcoming locations in Philadelphia, Detroit, Atlanta and Tampa, among others, and the skincare powerhouse has a goal of having 300 stores open nationwide by 2026.

With her upcoming opening in sight, Amrine is continuing to think about the future of her Lincoln Park location and beyond. After her first location is up and running, she sees the potential for continued growth in Chicago while the city itself has the capacity to support 22 Heyday locations in the future in popular neighborhoods including Gold Coast, West Loop, South Loop and Downtown, among others in addition to nearby suburbs.  

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.

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