AUGUST 2019

ECONOMICS & enterprise
Supercuts
gets a
makeover
BY LISA CIPRIANO
Metro Detroit area Supercuts
salons are ready for the
busy back-to-school season
after undergoing major growth and a
makeover of their own.
A Birmingham-based ownership
group of nine Chaldean entrepreneurs
called Super C Group, led
by private equity group firm Vision
Growth Partners, is growing and
improving the Supercuts brand after
acquiring 65 Michigan based salons
from Minneapolis-based Regis Corporation.
In addition to purchasing 13 Supercuts
stores in Michigan, Super C
Group is taking, what were once Bo-
Rics, Hair Master and Fiesta Salons,
remodeling them and converting
them into Supercuts salons.
They also are in the process of
opening 10 brand new Supercuts locations
in Michigan. The Michigan
locations along with a number of
franchisee and salon acquisitions in
Ohio has made Super C Group the
largest Supercuts franchisee in the
Midwest with a total of 190 stores.
Adrian Shayota, director of operations
for Super C Group/Alline
Salon Group, is responsible for overseeing
the day-to-day operations of
the Supercuts locations in Michigan.
“It’s a good brand and a strong
name with lot of marketing already
behind it. It was really kind of an
easy decision to jump on board,” explained
Shayota.
Another major draw in the decision
to acquire the brands was the
quality of the existing 430-plus employees
of the Michigan salons who
came along with longtime, devoted
clientele.
“You don’t see many industries
where people are around for 25 or
30 years. The average tenure of our
existing employees is over ten years.
We took on every single stylist, every
salon manager and a majority of the
district leaders as well,” Shayota said.
In fact, Super C Group has made
it a mission to not only invest in the
salons, but also their employees by
making their workplaces more modern,
ergonomic and comfortable with
a fresh new look from top to bottom
by installing new floors, walls, work
stations and reception desks. The
stores also are being equipped with
Wi-Fi internet.
“It’s 2019 and the old stores didn’t
even have internet for their customers
if they wanted to show their stylist
a haircut that they wanted on
their phone. They can do that now,”
explained Shayota.
Super C Group/Alline Salon
Group also is able to provide their
employees a more responsive upper
management that is locally based.
“That’s a very big benefit to our
staff. They don’t have to call Minneapolis
to get something done. We’re
here and right around the corner to
help,” said Shayota. “I’ve already visited
every single salon personally,” he
added.
That personal touch, better
healthcare benefits, a 401K plan,
one of the most aggressive commission
plans in the industry and new
life breathed into what were sometimes
old, outdated salons make for
both happier workers and customers.
They’ve even started a new Facebook
group for employees to interact
with one another and share photos of
their newly renovated salons.
“We’re all about the team. We
want to keep our stylists happy,
they’re my customer, and that boils
down to the customers walking in
FUTUREWAVE IMAGES
and walking out happy,” Shayota explained.
In fact, Super C Group boasts a
mere 6 percent turnover rate during
the acquisitions and renovations
that have closed some locations for a
number of months.
With all of this growth, Supercuts
also is actively recruiting fresh, new
talent to fill its newly acquired and
expanding Supercuts salon portfolio
by spending thousands per month on
ads on job search websites and regular
visits to local cosmetology schools
and beauty colleges.
“We visit all of the local beauty
schools at least once a month. We’re
right there to get the best, new talent
as soon as they graduate,” said
Shayota.
All of this work and investment
taking place since the official announcement
of the acquisition just
last September has put Michigan’s
Supercuts locations in position to
tackle the busy back-to-school season
and possibly make some new, future
lifelong clients.
“It’s one of the busiest times of
the year and we’re ready for it with a
lot of marketing being done digitally
and with $5 off coupons for kids. It’s
a huge time us and we’re very excited
about it,” said Shayota.
Supercuts - after
Supercuts - before
Back-to-school time often means
entire families coming in for their
own fresh new looks and the price
must be right to fit the family budget.
“Our prices are a lot lower and
much more affordable than private
salons. We’re at mid-price point
level with an average of $16.50 for
a simple haircut. But, unlike our national
competitors that lowball their
prices and have time limits on their
haircuts, we do not. It’s all about the
quality of the work,” Shayota explained.
Keeping up on all of the latest
cut, color and style trends is most
important to maintain that quality of
work and keep a cut above the competition
in the salon industry.
“We’ve instituted new, top-ofthe-line
training that this brand has
never had before which includes Paul
Mitchell coming in every month to
teach our stylists new techniques and
about new products,” Shayota said.
“Our goal is to have or stylists and
customers stay with us at least another
30 years,” he concluded.
If you’re interested in learning about a
career at a Michigan Supercuts Salon
you can visit: https://allinesalongroup.
com/ or simply email your resume to
hr@allinesg.com.
40 CHALDEAN NEWS AUGUST 2019