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International Franchise Show

26 Apr 2023

Self Esteem Brands' Waxing the City Signs Multi-Unit Development Agreements

Anytime Fitness, Inc. Booth: 1008
Self Esteem Brands' Waxing the City Signs Multi-Unit Development Agreements
Multi-unit Franchisee signs another location

by Amanda Peters
April 26, 2023

Waxing the City signs multi-unit development agreements

The personal care franchise has more than doubled its presence in Florida, California, Virginia, Georgia, and New York, while debuting in Maryland

Personal care franchise providing head-to-toe waxing services, Waxing the City, has signed several multi-unit franchise development agreements to add 21 new units. The multi-unit deals will expand the brand’s presence across Florida, Southern California, Virginia, Georgia, and New York and introduce Waxing the City to Maryland.

“While we continue to drive our expansion efforts of the Waxing the City brand, we’re fortunate to find exceptional entrepreneurs who share in our belief of boosting the self-esteem of the world by bringing a unique waxing experience to their communities,” said brand president Nick Herrild. “Waxing the City goes beyond traditional waxing by offering a full range of skincare and beauty services, as well as its own innovative product line and proprietary wax. 

“As part of the Self Esteem Brands family, Waxing the City and our franchisees have access to benefits from training and real estate support to local marketing to help grow the brand. With this hands-on support, Waxing the City can be a great investment for entrepreneurs looking to get involved in a flourishing industry.”

Waxing the City’s rapid growth in key markets nationwide can be partially credited to its best-in-class service platform, as the brand received a 94 per cent overall satisfaction rate in 2022. Additionally, Waxing the City is seeing an average ticket increase of 23 per cent compared to pre-pandemic spending.

Looking to capitalize on Waxing the City’s recent success and lead development in Jacksonville is franchise owner and operator Tanika Adams of Black Rose Gold, LLC. A first-time franchisee, Tanika was drawn to Waxing the City through her own interest in the beauty and wellness space and witnessed firsthand the customer interactions and endless foot traffic at a Waxing the City studio.

“Opening my first franchise was a big decision and having the extraordinary support system from Self Esteem Brands was critical in my decision to bring Waxing the City to my hometown,” said Tanika. “Since day one, the Waxing the City franchise development team has been by my side every step of the way – readily available to offer support and answer questions as I embark on my own entrepreneurial journey.”

With more than 145 locations nationwide, Waxing the City has added more than 38 units to its development pipeline in the past year.


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