We are partnering with New Sunshine LLC to highlight tanning facilities in their Premier Salon Program. This month’s featured business is Malibu Tan in Houston, TX. Owner Shane Dement has been a loyal supporter for many years.
I contacted Shane to discuss the business and he shared his thoughts on how he started, and what he sees in the chain’s future.
Location: Houston, TX
Number of Stores: 19
Staff: 4-6 per location
UV Tanning Systems: 10-15 per location
Lotions Featured: Designer Skin, California Tan, Swedish Beauty, Australian Gold
Best Selling Lotions: Luminary, Elusive, Black Legacy & G Gentlemen
Other Services: Spray-Tanning 1-2 units per location
Most Popular Package: EFT Turbo Program
[gap]IST: Shane, when did you open your first salon and what was your motivation to do so?
Shane: I actually planned to be a lawyer. When I had some free time away from classes, I’d hang out at a salon owned by a friend of mine. The place was always buzzing with happy, energetic people who were full of life. I compared that atmosphere to the stressed-out life of the lawyers I knew, and decided that lifestyle wasn’t for me. I opened my first salon in 2001 – and have grown to 19 locations. I truly love the business.
[gap]IST: What do your salon guests enjoy most about Malibu Tan?
Shane: We offer great products and equipment in a vibrant, fun-filled, customer-focused atmosphere. It’s that “Welcome Aboard!” enthusiasm that every guest receives from our staff that really sets us apart.
[gap]IST: What are some of your best-selling lotions?
Shane: We offer a wide variety of the finest quality products. And those that really jump off the shelves are Luminary, Elusive and Black Legacy by Designer Skin and G-Gentlemen Black Bronzer from Australian Gold. The superior quality of the products, the uplifting scents and eye-catching packaging all contribute to our sales success.
[gap]IST: How many UV tanning levels do you offer and what are your best-selling packages?
Shane: Our focus is on long-term customer retention. We offer five UV levels and sunless. Our best-selling package is the mid-priced Turbo-plan for $58.88 per month – it includes up to three tanning levels and great incentives to purchase lotions and skin care products.
[gap]IST: What has been your most successful promotional offer?
Shane: Several times a year – depending on traffic flow – we offer a 2-for-1 promotion that really gets customers excited. We sell credits that customers can use toward tanning and lotions. If they purchase 50 credits, we double it to 100; we find it’s much more effective than old-school discounting.
[gap] IST:What are your plans for the future?
Shane: While our main focus will always be tanning, we are looking into adding spa and wellness products and systems to maximize our sales. Our salons attract a large number of active, health-conscious people and we need to capitalize on that by offering more products and services that appeal to them.
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We wish continued success to Shane and everyone at Malibu Tan! For more info on the New Sunshine Premier Salon Program, call 888.715.0681.
