For almost 20 years, the company founded by Alain Parent has relied on the sale of professional hair products in its own boutiques as well as in hair salons.
The president is now changing his tune, as he opens the doors of more than 400 pharmacies belonging to the Metro Group.
The desire to carve out a place where consumers converge on a daily basis is at the origin of this change of direction. “Why not try to go where the traffic actually is?” asked Mr. Parent at the start of the project two years ago.
“When the Jean Coutu Group and Brunet wanted to come on board with us, our decision was very simple.”
— Alain Parent, president of Éléganza
The development of windows highlighting the products of around twenty brands targeted in Italy, Spain and the United States has already started in various branches.
Until now, little space was given to professional products in pharmacies, says the man who founded Éléganza in 2005. (Frédéric Matte/Le Soleil)
What weighed in the balance, however, was the intelligent mirror at the heart of the concept.
After capturing the client’s hair on camera, the screen offers them a tailor-made hair routine. It allows you to obtain personalized advice in just a few clicks.
This is the innovation that convinced the team behind the pharmacy network. “It’s a good partner, who doesn’t just want technology, but expertise,” says Mr. Parent.
While the trial period is still in progress, only the Brunet branch in Saint-Apollinaire and the Jean Coutu addresses in Sainte-Julie and Saint-Hyacinthe have, for the moment, the interactive mirror.
Be ready
In interview with The SunAlain Parent does not hide his enthusiasm or his stress in the face of the growth that awaits Éléganza.
“We have worked very hard over the years to be ready for an expansion plan,” explains the business leader, while listing suppliers, the supply chain and warehousing as key elements in its success.
Indeed, this momentum that the company is gaining today does not depend only on it.
«On deal with an industry whose products were only intended for hair salons. We find ourselves in another environment. We had to ensure that all of our partners were 100% comfortable,” he puts on the table.
“It is the reality of business. You have to be able to supply quickly. You have to be able to adapt,” adds the entrepreneur, about the explosion in his number of points of sale.
Alain Parent, president of Éléganza, in his distribution center in the Saint-Malo industrial park (Frédéric Matte/Le Soleil)
Now that he is approaching 20 years in business, Mr. Parent says he is well equipped to tackle this new challenge.
“Everything is forged over time. You’re going to make good shots and not so good shots. But you will gain confidence. It puts you in a position to chart a greater path,” says the one who knows that “other great opportunities will arise from this.”
Eleganza in brief
- Founded in 2005
- Seven independent boutiques
- More than 150 employees
