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Drybar to expand in Middle East

Drybar is continuing its international expansion through a new master franchise deal with Lekhraib Rose. The move will enable the hair brand to open 26 Drybar… View Article

GENERAL MERCHANDISE NEWS

Drybar to expand in Middle East

Drybar is continuing its international expansion through a new master franchise deal with Lekhraib Rose.

The move will enable the hair brand to open 26 Drybar shops across QatarKuwait and the United Arab Emirates.

Drybar is part of the WellBiz Brands portfolio, which also includes beauty and wellness brands Amazing Lash Studio, Radiant Waxing, Elements Massage and Fitness Together.

The new master franchise agreement comes as WellBiz Brands looks to grow its global reach, especially in the Middle East.

WellBiz Brands chief executive Jeremy Morgan explained: “WellBiz Brands is excited to expand in the Middle East and to bring more than two dozen Drybar shops to beauty enthusiasts.

“The influence of Western culture is a driving force for growth. What consumers in these countries want is very similar to what consumers in the US want: They want to take advantage of self-care services like those offered by Drybar shops in a welcoming and communal environment where they can feel safe, happy and confident.”

Lekhraib Rose will open shops in the region over the next five years and is currently planning to build six Drybar shops in Qatar, eight in Kuwait and 12 in the UAE.

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