EGS provides complete solutions to U.S.-based brands that are seeking to grow internationally, and will work with Phenix director of global development, Lesley Hawks, in the coming years. The group’s operations and development team are scattered across 40 countries, providing widespread expertise.
The team is experienced in identifying, qualifying, signing, and supporting intentional licensees on behalf of the brand. EGS will focus on bringing the brand to the Americas, Asia Pacific, European and Middle and Near East regions.
“Phenix Salon Suites is excited to kick off this partnership and utilize Edwards Global Services’ extensive proven network”, said Brian Kelley, president and CEO of Phenix Salon Suites Franchising, LLC.
“Our goal for 2022 is to sign three international deals and identify strong franchisees in five other markets. We’ve already seen great success with our first international opening and have received an overwhelming reaction to our concept. The sky is the limit with our global expansion, and we’re excited to see where our growth takes us as we redefine the salon suites industry.”
In 2021, Phenix signed over 60 domestic agreements and two international agreements that covers 83 licenses across Sweden, England, Scotland and Ireland. The brand opened its first international location in Manchester, U.K., surpassed 300 domestic units and signed a countrywide development deal for Sweden.
“We’ve experienced incredible growth over the past few years with numerous signed agreements and new openings attributed largely to our strong business model and dedicated franchisees,” said Gina Rivera, founder of Phenix Salon Suites.
“As we expand globally, we prioritize the importance of maintaining brand integrity. The partnership with Edwards Global Services – which has helped 40 franchise brands ‘Go Global’ – will help us maintain brand integrity as we expand with the best international partners in the business. It’s an exciting time to join our brand, especially since last year was our best franchise development year in our history. We’re confident this partnership with help us continue this momentum and bring our brand into countless other markets.”
Read our interview with Randa Shebly-Cobb, who led Phenix’s expansion efforts in Sweden.