Sharon Mui's Blog

After attending a Me Inc. conference, I was interested in learning more about the guest speakers, Devon Brooks and Val Litwin, and the company they co-founded (along with Judy Brooks) Blo blow-dry bar. Blo began in 2007, when Devon Brooks realized that many women were paying high prices to get their hair washed, styled and blown out at salons. So, she wanted to create a company that focused on giving “blow outs” at a price lower than competitors. Instead of also providing cuts and dyes, Blo would offer just one service. It was as simple as “WASH BLO GO”. Ari Yakobson, current owner of Blo, says, “It’s an affordable luxury, something that makes a person feel great without spending an absolute fortune.” (Globe and Mail)

Part of Blo’s success comes from their variety-based positioning. Hair salons are abundant and a customer can choose between dozens within their city area. By specializing in only one aspect of hair-care and service Blo can create a smaller market that has fewer competitors. Even though, Blo was not the pioneer of its concept, they have positioned themselves as “North America’s original blow-dry bar, scaring off any “copy cats” that may arise in the future.

Information from:
http://www.theglobeandmail.com/report-on-business/small-business/sb-growth/success-stories/blow-dry-bar-concept-heats-up/article4180474/
www.blowmedry.com