From salon chain to ‘beauty destination’, Enrich charts a strategy reset

Andrew M. Santos

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Until now, walking into an Enrich Salon meant only getting a haircut, a facial, or any other beauty service. But every new Enrich Salon will now have just as much space dedicated for retail shopping of beauty products as the company undergoes a strategy reset from Enrich Salons to Enrich Beauty.

Beauty Salons chain Enrich, currently present in six cities, is transitioning from being a beauty services player to a beauty retailer that will house several brands across beauty segments from makeup, skincare to hair care and fragrances.

According to Enrich’s CEO Vivek Bali, there is already an existing captive audience that visits the salon every month. “Customers come here for services every month but they go outside to buy these products. But why should they go elsewhere? They’re here for 40 minutes to an hour and so can also buy beauty products at the end

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