The new Sirius brand is the brainchild of Frank Leonesio and is utilizing the same successful formula that brother John Leonesio, founder of Massage Envy, created. Sirius aims to reverse the recent design trend of separating out various services across different locations, and instead bring them back under one roof. Hundreds of regional developer licenses for the members-model chain have already been sold across 16 states, and Kaemark is signed on to build each one.
"Over the past years we have seen nail bars, blow dry bars, waxing and massage salons pop up, spreading services across multiple locations, but Sirius Day Spa will buck that trend and reignite the well-loved, one-stop, full-service spa," explains Jeff Owen, CEO of U.S. based Kaemark, one of America’s most successful furniture and fixtures manufacturer. "Sirius has taken it full circle."
Kaemark designed the first Sirius location, which opened last year in Scottsdale, Arizona. The second opened in Frisco, Texas with a further eight due to launch over the next few months. Each will be 3,500 to 4,500 square-foot premises, including a Serenity Lounge with massage chairs as part of the wait area.
"Kaemark’s design was spot on: upmarket and contemporary, with a cool, calm ambience," said Ronny Record, co-COO of Sirius and partner in the Scottsdale-based Leonesio Group (TLG-SDS), which will roll out the new spa group. "We needed to partner with a company we could trust to design the ideal salon/spa that we can scale up quickly, replicating the same high quality across hundreds of locations in a short period of time. We aim to open more than 1,000 locations in 10 years. We reckon we’ve got that with Jeff and his team at Kaemark."
The Leonesio Group has a track record of launching hugely successful brands. As well as Massage Envy, it was a partner in the group that built a chiropractor chain called The Joint; Amazing Lash Studio and a youth athletics franchise, RedLine Athletics.
Sirius continues the membership model that proved so successful for Massage Envy, with introductory packages starting at $59, rising to a monthly fee of $89, for any service(s). Its roll out will be driven by an approach used previously, where regional licenses are sold to regional developers, who then sell on to local franchisees. Currently 343 licenses have been sold.
Kaemark’s track record of building out salons for every budget has sustained its growth, with recent high-profile clients making headlines across the press. Last year, a delegation from the International SalonSpa Beauty Network (ISBN), whose members include America’s top multi-million dollar beauty businesses, flew to Seattle, Washington, to review the newest Gene Juarez Salon and Spa, designed and built by Kaemark.
But Kaemark also designs, supplies and builds out independent salons and schools across the country.
"We focus on relationships and empowering the success of our partners," added Owen. "Over recent years we have significantly expanded our facilities and workforce in Giddings, Texas. There is a significant need in the market for the reliability of a U.S. manufacturer with global supply chain reach. Our clients have tight construction timelines and specific ROI metrics. By providing a predictable and sustainable product that meets these demands we have grown the business and more importantly our partner/client list.’
About Kaemark: Based in Giddings, TX, Kaemark is the largest manufacturer of professional salon and spa furnishings in the country, as well as a leader in stylish, state-of-the-art salon design. It is a family-established brand, which prides itself on quality, custom designs and reliability. The group also owns five other industry brands. Together they represent the largest portfolio of furniture and equipment in the US, allowing Kaemark to offer salons the combination of extensive choice with the expert design skills of the highly experienced Kaemark design team.