Case Study: Finding the Perfect Location for a Premium Waxing Salon in the Netherlands

Client:   A Premium hair removal and skincare Brand from South Africa sought to expand its successful salon concept to the Dutch market. Their vision is aimed at introducing a holistic hair removal and skincare experience center, offering not just premium waxing services, but also post-waxing skincare advice, professional-grade products for daily use, and unique treatment solutions for common skin issues proceeding waxing

Objective: Identify an optimal location for a flagship waxing salon and storefront for premium skincare products in the Netherlands, in preparation for a future expansion to 2 further locations and an online shop.

 Challenge

·        Identifying the most strategic location for a waxing salon in a competitive and diverse landscape that combines both small salons, located in private houses, and larger beauty salons located in shopping areas

·        Understanding the Dutch consumer base, including skincare habits and regional purchasing power.

·        Locating underserved areas (white spots) and uncovering opportunities for synergy with complementary businesses.

·        Finding ways to minimize risks by gaining market insight and making a data-driven decision with regards to the first location and expansion thereof in the Netherlands.

A 3-phase Approach

Phase 1: Business Immersion & Customer Profiling

After gaining deep insight into the client's brand, service proposition, and product offering, we mapped the profile of our ideal customers that will benefit most from using the unique hair removal and aftercare treatments  (demographics, purchasing behavior, travel preferences) and are most likely to become a repetitive customer.

Phase 2: Strategic Market Research

The most extensive work was reviewing the competitors' landscape through desk research and cross-referencing the various databases with field research

We visited various potential locations in the Netherlands on foot and evaluated the compatibility with the brand identity and desired customer. We identified regions with a high match to the target customer profile, . We alo identified white spot, ie, areas underserved by waxing and skincare providers, and pedestrian traffic, footfall trends, and commercial dynamics in shortlisted areas were assessed

Phase 3: Regional Selection & Validation

The final phase was presenting the client with a comparative report highlighting several high-potential regions, each supported by: Demographic and socioeconomic data, Competitor presence and saturation levels, and Opportunities for brand synergy and visibility

Together, we selected the ideal location for the flagship salon, offering optimal foot traffic, brand visibility, and access to the core customer base.

Outcome

✅ A prime commercial location for the flagship waxing salon and skincare product storefront was selected  that both aligned with the client's brand vision and market goal, and differentiated the brand  from competitors in the Dutch market

✅ The insights from this project will be the basis for a scalable expansion strategy, with follow-up locations planned based on the same methodology.

Client Feedback

"Navah helped us land not just a place, but the perfect launchpad for our brand in a completely new market. Her insight into both the customer and the commercial landscape saved us months of research and countless missed opportunities.  — Founder & CEO, Waxing Brand (Netherlands)