Chalet made!
Now greatly expanded and together under the Salon Connect International banner, colour and care brand Ceris Hair, and salon furniture brand Purestone, had humble beginnings in a garden chalet in a suburb of London.
Whilst the chalet is still there as a reminder for CEO Erol Shermin and his partner and wife Heidi of where the story began, it is now returned to its original garden chairs and tools function!
Initially supplying local salons with a relatively small range of products, it soon became apparent that the potential was swiftly outgrowing the product crowded confines of the chalet.
The acquisition of far more spacious premises in Essex gave today’s international trio of companies a far more prestigious launch pad. This was where the Ceris brand began, with an Argan oil range. From this beginning, Ceris grew, and now distributes a huge 101 colour range, a revolutionary trio of Shampoo, Conditioner and Defence Spray based on Cactus Flower and supporting herb extracts, and numerous other products where quality and effectiveness are the high priority and the pricing is competitive.
Now based at a trading estate in North London, the offices and warehousing are a hive of activity, with shipments of products arriving and being despatched daily. The atmosphere there may be light-hearted, but it becomes swiftly apparent that staff efficiency and co-ordination of the many elements is essential to providing the service to the salon profession that Erol is so proud of. He is a courteous man with a warm personality, but nobody’s fool when it comes to hard business!
Interviewed between incoming calls and staff queries, he outlined his views on his business and product development, the current state of the salon profession and its future, and the economic climate in the no-man’s land of an unresolved Brexit.
Has your business expanded as you had hoped?
I am very satisfied with our business progression. It has developed tenfold and continues to do so. Due to determination and qualified staffing, we continue to grow and develop. It is important to keep an eye on trends and develop our ranges accordingly, but also to maintain our long term very successful products that provide a strong base. With Ceris Hair, we now have a great product range which really does work together to improve hair quality. Then there is our Ceris colour range. My wife Heidi is a very knowledgeable colourist and our range reflects that. Our oxycream and Liquid Gold repair treatment are both designed to work with the colours.
Similarly, our Purestone salon furniture range and accessories is also proving its worth. My directive was to create really striking interiors with high quality appliances and accessories, but at really competitive prices. We have succeeded in that, which has given our banner company Salon Connect International Ltd., a further company asset. It is a competitive world for the salons too. A salon’s look is very important.
Where do you think the salon sector is heading?
It really is changing now! In the past, salons were for women and men went to the barber. Then unisex salons appeared and beauty salons for women sprang up. Now men are taking far better care of themselves and their appearance, and male beauty is no longer an awkward phrase. I believe more salons will embrace all aspects, with designated areas where they have the space. Interestingly, the barber shop is simultaneously making a comeback, driven by hair styles and more bearded men! As with any area of business, constant modernising is an essential key to success.
What effects do you feel an unresolved Brexit and new EU rulings might have?
Good question! As if business was not hard enough in difficult economic times, now there are new rulings and government procedures to follow regarding import and export. The cost of these changes is of course, having to be met by the businesses themselves. The big businesses can absorb larger overheads, but the smaller concerns will struggle. I believe many will fail, or move their bases abroad. In direct terms this may not affect the salons too badly, but the knock-on effect will.
As regards my companies? We will thrive because we are flexible enough to do so. Also, I believe in three simple directives; fair dealing in business, high quality products, and competitive pricing.
For further details email info@cerishair.com or visit cerishair.com
