Lustrous locks and a new location are the latest growth boosters for hair styling superstar FOUR, a salon business beside London’s Oxford Street that’s a shining example of what expertise in colour, consultation, cutting and commercial collaborations can achieve. Since start-up as first-time entrepreneurs 14 years ago, the women co-owners – Brooke Bohan, Charlie Double, Denise Arnold and Maleeka Robb – have worked as one expanding services for their domestic and international clientele.
A £2,500,000 turnover is forecast for 2026/27 as FOUR expands its portfolio of beauty and lifestyle products and services while stepping up its work with other professionals. Already based in Mayfair it was moving to a property in Duke Street that has led to FOUR “acquiring a huge number of new clients”, says Bohan.
After a promising first decade, Covid restrictions and work from home hit the business which was supported by a £250,000 Funding Circle loan and “an accountant always there for us,” adds Bohan.“Relocation has stabilised costs and access to customers as we introduce more ways of scaling sales such as longer opening hours and a loyalty scheme.“There were move hiccups, especially basement flooding, but we got through. Now, after a renovation we paid for, we have a place that feels like a home.”
Working with other independent businesses such as joinery expert EastJR, mirror supplier Chelsea Glass and dried flower studio Phohm, Bohan explains: “We have a small patio, natural light and good shelving to display products we have in our online Four Life shop so clients can see and try first. Green Salon Collective is advising us on increasing our recycling. The area has a great vibe, we’re near Selfridges and surrounded by many hotels. Because of that we get a lot more walk-ins from passers-by. We’ve been blown away by the reaction and have dedicated managers for the salon, staffing and social media.”
Innovative solutions for new hair trends are also serving FOUR well. Where previously it was all about length, customers are now wanting fuller, natural looking hair to “help them turn back the clock,” explains Bohan. “The tape for our extensions is gentle, it avoids breakages and can be reused, perfect for special occasions such as weddings. Wherever we can we add value by helping customers with affordable maintenance, for example we offer Smudge, a roots blend-in process. Scalp health really matters and we collaborate with Glenn Lyons of Philip Kingsley Trichology Clinic to help those suffering from hair loss and scalp disorders. Another hair growth treatment we plan to introduce is scalp micro needling.”
Investment collaborations with bigger brands and partnerships with smaller ones are high on FOUR’s to do list in 2025 along with developing courses with other UK salons. And while the latest Budget measures will increase costs and slow progress, “because we are four united we will survive and thrive,” vows Bohan. https://fourlondon.com
