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58 June 2014 | beautystorebusiness.com throughout the process to create new, innovative products. We didn't move forward with manu- facturing until the product had been suc- cessfully tested and approved by all of our advisory board members. Our products were truly created by stylists, for stylists. After nearly two years of extremely hard work, we launched in January. The reaction from our internal and external teams, along with our key cus- tomers and, most importantly, stylists, has been better than we could have ever imagined. People love our products and our brands. Thus far, it's been an incredible journey, and one that's only just begun! What kind of customers does Fromm target? And how does the company serve their needs? Our company serves a variety of differ- ent customers. With a vast array of products and brands, we have the ability to fit the needs of any beauty store in North America. We work with some of the largest professional distributors and specialty retailers along with inde- pendently owned beauty supplies and stores of all sizes. When developing our brand strat- egy, we wanted to provide products that would work throughout all stages of a professional stylist's career, and also fit within a vast variety of different retailers' markets. With our "good, better and best" model, we allow step-ups in value and quality to appeal to any type of profes- sional and consumer. What makes Fromm unique? Fromm sets itself apart as a trusted and reliable partner that stands behind each one of our products. We treat every customer with the same level of respect and exceptional service no matter the size. Fromm has also paid special attention to the needs and wants of the end user. Continual focus on developing inno- vative, dependable and affordable tools, and focusing on the stylist first have been our driving forces. We conduct extensive market research, both in-store and through our Salon Advisory Board, to test not only the quality and function of products but also the esthetics and emotion the product and/or branding evokes. What are some major successes and challenges the company has had over the years? In 107 years in business and as a third- generation family-owned business, we've had many of both! Fromm has "The reaction—most importantly, [from] stylists—has been better than we could have ever imagined." Images courtesy of Fromm International A R e v o l u t i o n a r y R e b r a n d . i n d d 5 8 A Revolutionary Rebrand.indd 58 5 / 2 / 1 4 1 1 : 1 0 A M 5/2/14 11:10 AM