Price Attack hair care franchises mark third year anniversary with Brisbane-based owners

It was three years ago this month that Brisbane-based Barry and Carol Jarred bought the Price Attack network of hair care franchises, and since then the pair have undertaken a number of significant changes to revitalise the brand.

Barry and Carol purchased the hair care franchises from drugs distributor and health and beauty products retailer Australian Pharmaceutical Industries Ltd in 2007.

In the following three years, the couple have introduced a number of strategic changes to reposition the brand as the authority in hair, including:

• modernising the Price Attack brand to fit with the transcending shopping scene
• signing Matrix, a leading professional hair care company in the United States, as its new salon basin partner
• extending in-house product ranges; and
• introducing Point Of Sale (POS) and SMS marketing.

Price Attack recently announced a monetary re-fit incentive to ensure signage brand consistency across its network of hair care franchises, and to endorse the strong future vision of the brand.

Since the new ownership, Price Attack head office has also undergone an overhaul, with the central hub relocated from St Kilda in Melbourne to Bowen Hills in Brisbane.

Many services have been internalised, cutting back on external consulting fees, and state representatives have been appointed to spend more time in the health and beauty franchises, in a move that allows the brand to gain more control over different shopping clusters.

The introduction of a range of highly regarded, exclusive professional hair care and beauty products has also been a significant focus, says Mr Jarred.

“Exclusive products are particularly effective in today’s economy and retail sphere as we are constantly competing with other fierce competitor prices to get the traffic into our stores and not theirs,” he notes.

With so many changes taking place over a short period of time, Mr Jarred admits that things have not always been easy.

“Rebranding and rethinking the marketing approach has been hard work and is by no means over however it has really placed Price Attack at the forefront of the professional hair care and beauty retail industry,” he says.

Leading the way since introducing the concept of hair care franchises to Australia in 1986, the Jarred family says that they will continue to focus on new ways to reaffirm this position in the future.

“Carol and I are thrilled to be celebrating our 40th anniversary of marriage, our 3rd anniversary as Price Attack franchisors, and here we are about to embark on Price Attack’s 25th Brand Anniversary in 2011. Things are definitely moving forward – and Carol and I like to think we are maturing gracefully with it!” Mr Jarred concludes.