2023 SALON TODAY 200: Retail and Merchandising

Strong retail sales lead to profitability, but they require the pull of the entire team. Owners and managers creatively plan promtions and design displays, service providers educate clients and make personal recommendations, and the guest services team helps close the sale. 

Meet the 2023 SALON TODAY 200 honorees in the best practice category of Retail and Merchandising. 

BC SALON
Morristown, NJ
bcsalonmorristown.com
Billy Sheenan & Cara Camiscioli
SQUARE FEET: 2500     
TOTAL EMPLOYEES: 8
BEST-SELLING RETAIL: Davines, Unite 
COLOR: Lakme, Davines, Redken
TECH SUPPORT: Meevo 2, Emma, Textel 
ASSOCIATIONS: PBA
“We did a ‘Better Your Best’ retail contest for three months, where each stylist had an individual goal which I upped by 10% each month. If they met their personal goal, they received a chance to win a $500 prize. When the staff met the salon goal, we took them out for a Top Golf night.” 

BELLA LAGO SALON AND SKINCARE
Mooresville, NC
www.bellalagosalon.com
Gabe and Merrisa Barnhardt
SQUARE FEET: 7000, 1200    
TOTAL EMPLOYEES: 25
BEST-SELLING RETAIL: Oribe, Aveda, SkinCeuticals
COLOR: Aveda  
SKINCARE: SkinCeuticals  
TECH SUPPORT: Meevo 2, Demandforce, Reach.ai 
“I met Harry Wood at Data-Driven 2018 and invited him in to share retail ideas with our team. He encouraged us to do a presale event for our Holiday Open House. The first time we made $13,000 in presales. Last year, we sold $21,000 in presale, with the final for the event at $35,000.” 

CAPPOLA BROKAW ART OF HAIR
Wallingford, CT
cbartofhair.com
Patricia Cappola-Brokaw
SQUARE FEET: 1500     
TOTAL EMPLOYEES: 13
BEST-SELLING RETAIL: Oribe, Goldwell, Morrocanoil
COLOR: Goldwell, Redken 
TECH SUPPORT: STX, Salonclouds Plus   
ASSOCIATIONS: PBA
“Whenever we start new retail specials or promotions, we send out an email blast and put in on our social. We also do a Product of the Month that is highlighted on all stations in the salon.”

HEY GORGEOUS STUDIO
Dothan, AL
www.HeyGorgeousStudio.com
Tammy Slentz
SQUARE FEET: 3900     
TOTAL EMPLOYEES: 18
BEST-SELLING RETAIL: Olaplex, Kenra, Biolage
COLOR: Redken, Goldwel,l Pulpriot
SKINCARE: Skinscript, Farmhouse Fresh, Image
NAIL CARE: OPI, Beetles, Footlogix
TECH SUPPORT: Acuity, Square, Constant Contact  
ASSOCIATIONS: PBA
“One of our successful promotion for our facial clients was purchase two skincare items, get the third product for 50%. This helps our clients develop a skincare routine and encourages repeat sales.”

JADE SALON
Greensboro, NC
Kate Greisser and Annie Gordon
SQUARE FEET: 1600     
TOTAL EMPLOYEES: 27
BEST-SELLING RETAIL: Aveda, Oribe 
COLOR: Aveda, Color Space 
SKINCARE: Aveda, EstheSkin, Max 
“We started doing ‘Salon Tip Tuesdays’ on our TikTok, where out team shares some great hair and skin tips. Our guests love it and have said it’s been very effective in helping them achieve their style at home.”

REJUVE SALON SPA, INC.
Carmel, IN
www.RejuveSalonAndSpa.com
Mini Dhanjal
SQUARE FEET: 3900     
TOTAL EMPLOYEES: 19
BEST-SELLING RETAIL: Aveda
COLOR: Aveda, Joico 
SKINCARE: Aveda  
NAIL CARE: OPI, Essie, Morgan Taylor
TECH SUPPORT: Mindbody Booker, Mindbody Ai  
“Annually, we gift our top 100 guests a full-size retail item as a thank you. We choose something tailored to them that is not yet in their regimen. This expands their routine and promotes future replenishment.” 

TRIOS AVEDA SALON
Fort Collins, CO
Triosaveda.com
KAREN & JOE DEANDA
SQUARE FEET: 2800     
TOTAL EMPLOYEES: 19
BEST-SELLING RETAIL: Aveda  
COLOR: Aveda  
SKINCARE: Aveda  
NAIL CARE: OPI, CND 
TECH SUPPORT: Aura  
“In September, we had a 20% off event and using our software I texted guests photos and details of the sale—we sold $30,000 in retail during that 10-day event. It’s a simple, direct way to reach the consumer.”

Z STUDIO...THE ART OF HAIR
Tulsa, OK
Zstudiotulsa.com
Beau Barbee
SQUARE FEET: 2209, 1500 
TOTAL EMPLOYEES: 30
BEST-SELLING RETAIL: Kevin.Murphy, Eufora, KMS
COLOR: Goldwell  
TECH SUPPORT: Meevo 2, Tippy 
“Instead of adding retail commission to regular paychecks, we purposely give a separate bonus check at our monthly retail meeting to those who earned it. We have one stylist at 22% who gets a check for $720—that’s a big difference in compensation every month.”