Executive Q&A With Jeremy Morgan, CEO WellBiz Brands, Inc., Manager of the Drybar Brand

Jeremy Morgan: Alli Webb fought her naturally curly hair from a young age but didn’t incorporate that into her professional life until years later. After going to beauty school and working as a hairstylist in Florida and New York City, she moved to Los Angeles, where she was a happy stay-at-home mom to her two sons until she “got the itch to get back out there and do something for herself.” That led to the Drybar 2008 precursor, “Straight-At-Home.”

While her kids were at preschool, Alli would drive to other women’s homes to give them $40 blowouts. She was quickly overwhelmed with clients, who told her that when she wasn’t available, their regular cut-and-color stylists didn’t want to be bothered with a blowout. Webb sensed an opportunity.

Brand history

She opened the first Drybar shop in February 2010 in Brentwood, California, using an investment from her brother Michael Landau and money from her own savings.

Webb wanted a Drybar shop to have the same feeling you get when you go to your favorite bar and you know the bartender, and everyone’s really nice to you and engaging. She also wanted it to feel like an oasis for women. While the business started as an affordable luxury for stay-at-home moms in the Los Angeles area who wanted a 2 p.m. pick-me-up, it quickly turned into a service craved by women of all means.

Unique features

Morgan: First and foremost, the Drybar brand has created a culture that is dedicated to the ultimate client experience, and that’s what keeps clients coming back. From the flattering lighting to the feminine decor, Drybar shops help provide an elevated, high-end salon experience with no detail overlooked.

The Drybar brand offers a simple booking process via website, phone or app as well as branded products created and tailored to complement the ultimate blowout experience.

The Drybar brand’s unique Barfly Membership Program helps bring franchisees recurring monthly revenue. Additionally, its nationally recognized products, which are sold in all Drybar shops and in retailers like Nordstrom and Sephora, have helped give the brand national recognition.

The WellBiz Brands, Inc., portfolio includes the beauty, wellness and fitness brands Amazing Lash Studio®, Elements Massage® and Fitness Together®, and is able to provide beauty brand experience and extensive support and infrastructure to the Drybar brand.

Morgan:

2013: The Drybar product line was launched.

Growth and expansion

2015: After focusing on growing the company footprint and building the brand name, the Drybar network started franchising again.

2018: Drybar brand opened its 100th location.

2021: The Drybar franchising rights were acquired by WellBiz Brands, Inc.

Morgan: It’s hard not to just say “women with hair”, but the core clients are typically between 35 to 55, and the most lucrative group in that age range live in dual income households without children. Many clients initially come in before an event — a wedding, job interview or gala — and enjoy it so much, they end up building it into their weekly routines. Drybar shop’s hours are appealing to professionals who need to get their hair done at 7 a.m. on Monday morning before a presentation, and for busy moms, it offers a chance to get some “me time” after dropping the kids off at school.

Morgan: Most of our franchisees have been Drybar customers who have an appreciation for the experience, quality and consistency of the brand. Typically, they have professional degrees and are either leaving corporate America to build something for themselves or re-entering the workforce after being home with the kids. Our ideal franchisee has a passion for customer service and can demonstrate retail or managerial experience. Socially-engaging and active in their communities, our franchisees are optimistic and take pride in their ability to stay on top of beauty trends.

Morgan: By the end of 2021, the Drybar franchise system plans to add up to 60 shops to its system. The Drybar team has identified several markets primed for growth, including Birmingham, Boise, Central NJ, Cincinnati, Columbus, Fresno, Greenville, Long Island, Madison, Memphis, New Orleans, Portland, and Tallahassee . WellBiz Brands, Inc.

is experienced in enabling consumer brands to accelerate scalable and predictable growth. For the last three years, our company’s brands have each claimed a spot on the Inc. 5000 list of America’s fastest-growing private companies.

We plan on replicating this successful growth strategy with the Drybar brand.

*As noted in the March 30, 2021 Franchise Disclosure Document DB Franchise, LLC. 9780 S. Meridian Blvd, Suite 400 Englewood, CO 80112 This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise.

It is for information purposes only. Currently, the following states regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.

Such filing does not constitute approval by the Department of Law. Each Drybar® shop is independently owned and operated. Drybar® is a registered trademark of Helen of Troy Limited and used by DB Franchise, LLC under license.

Nordstrom® is a registered trademark owned by Nordstrom, Inc. Sephora® is a registered trademark owned by Sephora Sociétè anonyme.