We are partnering with New Sunshine LLC to highlight tanning facilities in their Premier Salon Program. This month’s featured business is Malibu Tan in Houston, TX. Owner Shane Dement has been a loyal supporter for many years.
I contacted Shane to discuss the business and he shared his thoughts on how he started, and what he sees in the chain’s future.
Location: Houston, TX Number of Stores: 19 Staff: 4-6 per location UV Tanning Systems: 10-15 per location Lotions Featured: Designer Skin, California Tan, Swedish Beauty, Australian Gold Best Selling Lotions: Luminary, Elusive, Black Legacy & G Gentlemen Other Services: Spray-Tanning 1-2 units per location Most Popular Package: EFT Turbo Program
Shane: I actually planned to be a lawyer. When I had some free time away from classes, I’d hang out at a salon owned by a friend of mine. The place was always buzzing with happy, energetic people who were full of life. I compared that atmosphere to the stressed-out life of the lawyers I knew, and decided that lifestyle wasn’t for me. I opened my first salon in 2001 – and have grown to 19 locations. I truly love the business.
Shane: We offer great products and equipment in a vibrant, fun-filled, customer-focused atmosphere. It’s that “Welcome Aboard!” enthusiasm that every guest receives from our staff that really sets us apart.
Shane: We offer a wide variety of the finest quality products. And those that really jump off the shelves are Luminary, Elusive and Black Legacy by Designer Skin and G-Gentlemen Black Bronzer from Australian Gold. The superior quality of the products, the uplifting scents and eye-catching packaging all contribute to our sales success.
Shane: Our focus is on long-term customer retention. We offer five UV levels and sunless. Our best-selling package is the mid-priced Turbo-plan for $58.88 per month – it includes up to three tanning levels and great incentives to purchase lotions and skin care products.
Shane: Several times a year – depending on traffic flow – we offer a 2-for-1 promotion that really gets customers excited. We sell credits that customers can use toward tanning and lotions. If they purchase 50 credits, we double it to 100; we find it’s much more effective than old-school discounting.
Shane: While our main focus will always be tanning, we are looking into adding spa and wellness products and systems to maximize our sales. Our salons attract a large number of active, health-conscious people and we need to capitalize on that by offering more products and services that appeal to them.
We wish continued success to Shane and everyone at Malibu Tan! For more info on the New Sunshine Premier Salon Program, call 888.715.0681.
Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.
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