While many small retailers are consolidating or closing stores, local Price Attack franchisee Christine Mearns has bucked the trend opening her third store in March, just eight years after starting out as a store manager.
The new salon, serving the Fremantle-Cockburn catchment, marks a significant step in a growth journey that last year saw Mrs Mearns named Franchisee of the Year for her Karrinyup store.
Rather than rapid expansion, she describes the business as having grown “deliberately and sustainably”, built on operational discipline and staff retention amidst countywide economic factors of rising costs and workforce pressure.
A qualified hairdresser, Mrs Mearns path into ownership began on the salon floor, an experience she credits with giving her the confidence to expand two years ago with her Joondalup store and now with Cockburn.
“Managing a store and owning one are completely different realities,” she says. “As an owner, you’re responsible for staff, stock, finances and customers all at once. Scaling means learning how to carry that responsibility without being everywhere at the same time.
“I understood how the business ran day to day before I ever owned it. And the people I worked with stayed with me. That continuity is what made opening a second, and now a third, store possible.”
Price Attack is on a growth strategy: the Cockburn store one of 10 they are planning to open this year, three others already in the pipeline.
Mrs Mearns’ progression reflects a broader trend at Price Attack where experienced operators are increasingly driving multi-site growth rather than new entrants. Industry data shows franchise networks with established operators expanding units at a higher rate than first-time owners, particularly in specialty retail.
“For me, the third store is the real proof point,” she says. “It shows the business can operate beyond just my physical presence. That’s when you stop owning a job and start building something sustainable.
“My success is totally hinged on delivering on customer expectations. In retail, nothing matters more than consistent service and doing what you promise. That’s the discipline I am building my businesses on and it’s why the growth is sustainable, not accidental. The customer experience must be first and foremost, get that right and the rest will fall into place.”
While physical retail continues to face pressure from online competition, Mrs Mearns mitigates that though click and collect for the retail component of her business, along with exceptional customer experiences across both retail and salon services.
“Well-run stores with strong teams still perform. The challenge is discipline, not demand,” she says. “Customer service is king. We are in the ‘happiness business. Selfcare has increasingly become unnegotiable for both women and men.
“People are more careful with spending, but hair is something that makes people feel good about themselves. Even when budgets are tighter, customers still look for ways to maintain their hair: they might shop smarter or wait for specials, but they still want quality products. Self-care is important, and good hair is a big part of that for a lot of people.”
Price Attack’s recruitment drive ramped up with the Brisbane Franchising Expo. Newly appointed Franchise Sales Executive Gemmi Bandiera said the team was kept busy with enquiries: the company launching a campaign to entice independent hairdressers into the network.
“We know in regional centres particularly, the hair salon is at the hub and heartbeat of a community,” Ms Bandiera said. “And it’s getting harder and harder to run a small business on your own. To keep costs down many can only afford to carry a few product lines whereas by joining Price Attack, they can have as many as 5000 different products.
“Price Attack is about being in business for yourself but not being ‘by yourself’. There’s a huge support system in head office that you can draw on. Our operations team are all from hairdressing backgrounds so they can help with both training your team and staff retention. Our marketing teams work on your behalf with local area marketing plans, drawing out concepts for the year and helping you execute them.
“So, for hairdressing salons that are looking for an easier way to manage their business or expand their footprint, whether they’re in a major supermarket, strip mall of shops or regional centres, Price Attack is perfect – especially with our two streams of revenue.”
CEO John Pascoe said the number of multi store operators like Mrs Mearns was proof of a solid business model.
“Adding to that we have franchisees who have been with us for over 30 years and that really instils trust to our business,” Mr Pascoe said. “They're reinvesting and actually growing themselves – all indications we are not only strong but a recognisable brand.”
