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80 August 2014 | beautystorebusiness.com multi-outlet service business teams, and will ensure that we scale while not los- ing our cultural integrity. Denyelle Bruno, who recently joined us as president of retail operations, has an impressive background with Peet's Coffee, Pure Beauty and Apple Stores. She brings an amazing array of skills that will help to execute our aggres- sive growth plans while maintaining the amazing in-store experience that put us on the map. These are but a few of the amaz- ing team members who strive every day to make Drybar the place to enjoy while experiencing our products and services—ultimately, feeling beautiful when you skip out the door. What other services or specialties does Drybar offer? Landau: • Dry-on-the-Fly [$95]: For those who don't want to leave the house, a stylist will come to you • Dry Pro: On-set hairstyling for film or photo shoots • The Barfly Membership: Receive two blowouts and a free birthday blowout • Private Parties: Whether it's a handful of your best girlfriends or 20 fashion- obsessed teenagers, we host events that no one will expect, and everyone will talk about. We provide the drinks and blowouts, and leave it to our party planner to help clients with the rest. How has the concept grown over the years? Webb: While we have certainly evolved over the past few years, the funda- mentals have not changed. We only do blowouts, and, because of that exclusive focus we believe we do them better than anyone! We leave cuts and colors to the other guys. In fact, almost without exception, every salon we open near, while initially skeptical about how we will impact its business, comes to us after two to three months thanking us profusely because its overall business has increased. We are constantly striv- ing to make an excellent experience even better. On occasion we will offer new styles and are always innovating. We also introduced our amazing line of products a little over a year ago. Our full line of shampoos, conditioners, treatments and tools—which are cur- rently sold exclusively on QVC and at Sephora locations nationwide—enables the customer to maintain her Drybar blowout results until she returns for another service. Our innovation efforts will continue, as well as our aggressive store-expansion plans. How do you attract and retain great staff for each location as well as maintain standards and consistency across many locations? Webb: Consistency is key. We go through great lengths to ensure that the Drybar experience is the same at each and every shop with no detail spared: a plate of cookies and a large pitcher of flavored water at the front desk; soft, warm light- ing; and furniture and design elements in white, buttercup and slate. Clients sit facing a U-shaped or single-stretch bar with their backs to the mirrors since no woman wants to see herself until she's properly done up. They can listen to music or watch chick flicks with subtitles. As for the station where a woman gets worked on, we don't compromise on that, and it never changes. There's a lot of embedded knowledge from the very first location about the choreography of our blowout. All stylists undergo a week of training at the hands of 10 master "coif-feuses." That cadre endures a month of tough drilling with me, learning my techniques and sensibilities, as well as how to teach my method to new hires. Any advice for our readers on how to retail more effectively? Heffner: The essence of "retailing" is "not retailing"! The term "retailing" con- notes pushing product on our customer. "We go through great lengths to ensure that the Drybar experience is the same at each and every shop." All images courtesy of Drybar I n s i d e t h e D r y b a r P h e n o m e n o n . i n d d 8 0 Inside the Drybar Phenomenon.indd 80 6 / 2 6 / 1 4 4 : 4 8 P M 6/26/14 4:48 PM