Expansion in the United States
The beauty and wellness firm has marked a milestone in its process of Capabilities by opening its first franchised center in the city of Fort Myers. This opening represents a strategic move for the company, which seeks to capitalize on the dynamic U.S. market using the State of Florida as a base platform to scale its operations to the rest of the country.
The franchise network dunes, flagship of the Spanish holding company d-beauty group, has achieved one of its biggest operational challenges within its strategy of international Business: its formal entry into the market of United StatesThe brand has opened its first center in the city of Fort Myers (Florida), strategically located in the Edison Mall shopping complex (4125 Cleveland Ave, Unit 1483).
The new facilities, which have a commercial area of Sqm 80They offer the American public a wide range of comprehensive services.
For the company's management, this intercontinental leap represents a crucial achievement in its cross-border expansion model. Mery Oaknin, CEO and Founding Partner of the brand, highlighted the commercial significance of this move: “With this opening in Florida, we fulfilled one of our dreams, which was to launch in the United States, the country that is the birthplace of the franchise.”Furthermore, the executive highlighted the enormous potential of this new market, noting that it is a sector “where 40% of women visit a beauty salon weekly, to whom we offer a proven success model since 2004”.
Future projection and global consolidation
The arrival in the city of Fort Myers is not conceived as an isolated investment, but as the initial phase of an ambitious territorial expansion plan. In this regard, Sandra Benzaquen, Founding Partner of dunes, has confirmed that the corporate strategy involves scaling up its operations in the country in the short and medium term. “The goal is to continue growing in the United States, especially from Florida and Miami, which will be our gateway to the rest of the country.”He says.
Founded in 2005 by Oaknin and Benzaquen, the company began operating with its own stores before taking the leap and professionalizing its model towards the international franchiseToday, the brand enjoys a strong corporate presence in nine nations, exceeding the number of 200 operational centersIn addition to its established network in Spain's main cities, it has a deep presence in Latin America —with stable operations in Argentina, Brazil, Chile, Ecuador, Guatemala, Mexico and Panama— and, from now on, its foray into the main North American economy.
Looking ahead to the next few years, the franchise remains committed to the commercial innovation, continuously expanding its portfolio with new facial and body care services to adapt to the demands of the global beauty and wellness market.
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