Successful turnaround for British hair group banner image

Successful turnaround for British hair group

The Client

Stranded Hair Group designs, develops and distributes the highest quality hair extensions for retail and salon customers in the UK and internationally.

The Challenge

Aggressive competition was forcing the brand to compete on price. In conjunction with this, a series of poorly informed acquisitions and the creation of new brands had failed to sustain growth.

The Solution

Following three successive years of losses, we helped the senior team to identify and realise market opportunities through insight and intelligence. Strategies were developed and activities and resources prioritised. This resulted in a total re-positioning of the brand, along with the development of a high-end salon offer.

The Impact

Stranded Hair Group and its brands now occupy sought-after positions in the international hair extension market. Distributors are active across Europe. The company is highly profitable, and profits have doubled year on year.

β€œTop level marketing consultancy that has transformed my entire business and delivered tangible commercial results. It’s been tough answering difficult questions and taking difficult decisions but at the same time, enjoyable and rewarding. Working with Distinction has given me the courage to push boundaries and the confidence to succeed. Julie continues to advise me and my team as we enter our next phase of growth.”

Gary Howe – Founder and Managing Director


Insight & Strategy: Distinction
Creative Partner: Fusion Design
Photography: Andy Harrison

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