Deva Announces Expansion Plans


2009-12-03 09:27:35

Deva Announces Expansion Plans

Devachan Salon, one of the world's most famous curl salons, may soon be coming to a city near you.

The company is opening a third Devachan Salon in White Plains, NY this month—its first salon outside of New York City. Over the next few years, the company has aggressive plans to open a dozen Devachan salons in key metropolitan markets such as Chicago, Los Angeles and Dallas, said Denis DaSilva, president and co-founder of DevaConcepts.

The White Plains Salon will have a similar design to the company's year-old second location at 425 Broome Street in New York -- a 5,000-square-foot salon with high ceilings, an exposed natural brick wall and state-of-the-art salon equipment. To meet the needs of the salon as a training center and event venue, styling stations were attached to the cast-iron columns and were designed to fold into one another, opening up the salon for seating. A motorized video screen, hung inconspicuously from the ceiling along the east wall, can be lowered when needed for presentations.

The new salons will do double duty. In addition to providing a full menu of salon services, these units will also serve as training and educational centers to support the company’s growing DevaCurl hair-care line.

Lorraine Massey teamed up with DaSilva in 1995 to open Devachan in Lower Manhattan. She felt that the hair industry wasn't meeting the needs of wavy- and curly-haired clientele. Massey is the author of the how-to manifesto for the curly-haired,"Curly Girl."

Both new and seasoned hairdressers now flock to the New York Salons for Curlaboration training sessions on cutting and coloring curly hair. The number of Deva-certifiied stylists, as well as salons carrying the DevaCurl hair-care line, has soared in recent years.

How has this been going for the last few years since the launch in 2007? We have not seen much activity in Los Angeles with the line but it looks interesting.
is this vaporware?