How the Townhouse Brand Went Global

Townhouse first began disrupting the UK market in 2018, since the opening of the Townhouse salon in Fitzrovia, London, with the aim of elevating the nail salon experience by focusing on high-quality treatments, stylish nail art, and top-notch hygiene standards. Since then, it has expanded with over 30 locations across the UK - but the brand didn’t stop there. Earlier this year, Townhouse opened their first international location, in none other than Beverly Hills, taking the luxury brand international. We catch up with Founder and Creative Director Juanita Huber-Millet as to her journey and the unprecedented growth of the brand.

Juanita Huber-Millet, Townhouse Founder and Creative Director

Can you share the story behind the founding of Townhouse? What inspired you to create a luxury nail salon brand? 

 My inspiration stemmed from my own frustrations with the nail care sector, my passion for beauty and the desire to create an elevated nail salon experience. I've been an avid nail enthusiast since my teens, getting manicures every 2-3 weeks, but I often struggled to find a salon I could trust. The service was frequently unprofessional, the product ingredients were unclear, the salons were messy, and the treatment quality was inconsistent. And the more I understood about the industry the more I found myself disheartened by how these salons treated their employees.

This motivated me to create Townhouse, with the goal of modernizing the nail salon industry. I envisioned creating a beautiful oasis where customers could enjoy five-star customer care, reliable treatments, and stylish nail art designs, all within a stunning space. Equally important was fostering a salon environment that values and inspires its team members, offering genuine career opportunities.

What motivated you to take Townhouse international, and why did you choose Beverly Hills for your first U.S. location? 

We felt like the US was a natural next step for the brand. Customers worldwide are increasingly recognizing the importance of taking care of themselves, both physically and mentally, and are willing to invest in products and services that help them achieve this goal. What better way to boost your mood and pamper yourself than with flawless nails? It’s the ultimate confidence booster!

That's why we offer a range of customizable treatments, from a quick change of polish to luxury treatments, nail art, and non-toxic extensions.

 Beverly Hills was the ideal location for our first US store because it embodies luxury and a commitment to high-quality service, aligning perfectly with our brand. 

Can you elaborate on the strategic planning that went into the decision to expand globally? What key factors did you consider? Were there any significant differences you found compared to the UK market?

Our expansion required thorough strategic planning, where we considered several key factors. We conducted extensive research to identify regions with a strong demand for luxury beauty services, ensuring there was a market ready for Townhouse's unique offerings. Understanding local tastes and preferences was crucial, as we needed to ensure our services resonated with new customers in diverse regions. Evaluating the economic stability of potential location helped us identify areas where sustainable growth was feasible. Analysing the competitive landscape in a new market allowed us to position Townhouse effectively.

One significant difference compared to the UK market was the necessity to educate a whole new audience and build our reputation pretty much from the ground up, particularly in a competitive area like LA. This involved tailoring our communication strategy to highlight what makes Townhouse unique, ensuring that our brand message was clear and compelling to our new customer base.

Townhouse Beverly Hills waiting area

What were some of the biggest challenges you faced during the international expansion of Townhouse, and how did you overcome them?

One of the primary challenges we faced was replicating the design look and feel and construction execution. This was essential to provide the premium experience that is synonymous with Townhouse.

Training our new team members to meet Townhouse's high standards was another challenge. To address this, we implemented rigorous training programs, ensuring every team member was well-versed in our techniques and service ethos. This approach helped us maintain the quality and consistency of our services, ensuring that every client, regardless of location, received the exceptional Townhouse experience they have come to expect. 

How do you ensure that the Townhouse brand maintains its core values and quality across different countries?

Maintaining our core values and quality globally involves a multi-faceted approach but fundamentally it is all rooted in rigorous training programs to ensure that all our Nail Artists, regardless of location, are able to offer the same high standards and experience. We are always innovating in this area – you can always improve! 

With your first U.S. location now open, what are your plans for further expansion in the United States and globally?

I have big ambitions for Townhouse, and we're always looking for ways to innovate and improve our services. With more locations in our future, it’s an exciting time – watch this space!

What advice would you give to beauty brands and salons looking to expand internationally?

For beauty brands and salons looking to expand internationally, my advice would be to invest heavily in understanding the local market. This includes cultural nuances, consumer preferences, and regulatory requirements. Consistency in quality is non-negotiable, so ensure that your brand’s core values are maintained across all locations. Building strong local teams and fostering partnerships can significantly ease the transition and help establish a strong presence in new markets.

What upcoming trends do you see in the nail salon industry, and how is Townhouse preparing to embrace them?

Vibrant summer colours are enjoying their moment this season, image curtesy of Townhouse.

With warmer evenings and summer holidays in full swing, there's a rising demand for bold and vibrant tones like sunshine yellows, bright lavenders, and magenta pinks. These hues continue to be all the rage this summer, adding a burst of sunshine to your look and making a statement.

Classic red nails also remain a strong favorite among our clients at Townhouse. From bright bold hues to deep berry tones, red nails offer an effortlessly chic and timeless look, boosting confidence and sophistication. 

Additionally, the demand for Builder Gels (e.g. BIAB) is increasing due to its durable and long-lasting manicure options. We are addressing this trend by training more Nail Artists in these products and educating our customers about its benefits. This ensures that everyone can enjoy a resilient, long-lasting manicure.