Lessons From 10+ years of Building Salons Across New Zealand
Teréze Taber
Written from the perspective of Lynden Mason, industry veteran
When people ask me what the secret is to building a successful salon business (or any industry business!), they usually expect me to talk about finding great stylists or nailing your service offering. And yes, those things matter. But there is one factor that consistently determines whether a salon thrives or just hangs in there.
It’s location.
Over more than a decade building salons across New Zealand, including 85 under the Vivo brand, I have learned that the spot you choose to set up shop can make all the difference. I have worked through economic highs and lows, through booms and tough winters, and I have seen some truly beautiful salons with talented teams that never quite took off because they were in the wrong place.
On the other hand, I have seen modest spaces in great locations outperform expectations simply because they were easy to find, easy to access, and positioned in the right community.
Location is not just about cost. It is about the opportunity it creates.
Visibility Really Does Matter
There is a noticeable pattern I have seen again and again. When you put a great team in a salon that is hidden away i.e. down a side street, upstairs, or off the main retail strip things feel slow. Walk-ins are rare, and pretty quickly, stylists lose momentum. Client numbers start to decline and team energy fades. In fact, it can sometimes become a little toxic as morale takes a big hit.
But when we moved that exact same team into a busier, more visible location, we would see an almost immediate change. Walk-ins picked up. Those columns began to fill and the team dynamic changed as they felt more confident, purposeful and, well, busy!
There is a lot of truth in that old saying, “If you build it, they will come.” But in salons, people only come if they can see you (unless of course, you’ve got an amazing online presence, but that’s another article!).
Your Location Shapes Your Clients
It’s really important to remember that the clients you attract are usually the people who live nearby, pass by regularly, or work in the area. That might sound obvious, but I have seen a lot of salon owners overlook this fact when choosing where to open.
If your team specialises in classic cuts, weekly blow waves and traditional services, you are going to be better off in a suburb with a more professional or mature population.
If your passion is creative colour, balayage, and trend-based work, you will do better in areas with younger, style-focused clients.
Sometimes salons struggle not because the service is lacking, but because it does not align with what people in the area are looking for. You could be the best hairdresser out there, but if it is not relevant to the neighbourhood, you will always be pushing uphill.
Mall Salons Come With Highs and Lows
I have operated salons in major shopping malls as well. The upside is clear. You have high visibility, built-in foot traffic, and the energy of a busy environment.
But the cost is also real. Leases are expensive. REALLY expensive. Hours are long, often seven days a week. You need a large team to cover shifts, and staff burnout can become a real issue. Turnover is higher.
Mall salons can be profitable, but you need to operate with real efficiency. In my experience, many salon owners could achieve similar profits in a high-visibility suburban location, without the stress and cost that comes with running inside a retail centre. This is New Zealand, our population is small, and so therefore is our hiring pool. To sustain a mall team is a whole job in itself.
Suburban and Home-Based Salons Can Thrive
Some of the most successful salons I have worked with were not in central city hotspots or malls. They were in suburban shopping strips, surrounded by schools, cafes and convenience stores. The kind of places where clients drop in between errands or after school drop-off.
These areas offer better rent, consistent foot traffic, and a strong sense of local loyalty. You do not need to fight for attention every day.
If you position yourself well, the community shows up!
I recently visited a salon who filled up her column by getting the word out at a school that was close to her salon.
I have also seen some excellent home-based salons. Low overheads, a personalised setting, and clients who live within walking distance. That said, working solo comes with its own limits. It can be lonely and you’re limited by the amount of clients you can manage as a solo operator. Your pricing needs to reflect that. You cannot afford to undercharge in a one-on-one setup.
Think About Your Team Too
Choosing a location is not just about what works for the client. It also needs to support your team.
In New Zealand, commuting matters. If your stylists are battling traffic, paying for parking, or spending over an hour getting to work each day, it‘s the first thing that’s going to take a toll. Always look closely at things like public transport access, long-term parking, and whether the area would attract stylists to work there.
Cheap Rent Can Cost You More
It is easy to be drawn to low-rent spaces, especially when you are starting out. But I always ask a different question: what is the return?
Sometimes the cheaper lease ends up costing you more in slow growth and lost opportunity. Sometimes paying a little more puts your salon in the right environment to truly succeed.
Questions to ask yourself
What If You Are Already in the Wrong Spot?
If you are reading this and thinking “Crap! My salon is NOT in an ideal spot…” don’t panic. I have seen plenty of salons turn things around by better aligning their services with the people around them, so that’s where I’d start first.
Start by asking yourself what your local community really needs:
Are you offering services that suit their lifestyle and preferences?
Can you change your messaging or service mix to speak more clearly to them?
Adapt to the market you are in. Even a small shift in approach can make a big difference.
Final Thoughts
After building and managing salons for more than ten years, across every kind of location, here is what I can tell you with confidence.
Location is not just about where your business lives. It is a strategic decision that shapes everything else.
When you get it right, the whole business lifts. Growth is faster, clients feel more connected, you and your staff will be happier. And ultimately, the profit follows.
If you are thinking about your next move and want a sounding board, feel free to reach out. I am always happy to share what I have learned along the way.
Lynden Mason
Co-founder, BTB Salon Services
“Choose your location like you would choose a key team member — think about the value it brings, not just the cost.”
If you need help with your own salon journey, I’m just an email away!
