A WORD FROM THE CEO
2015 has been another successful year. Our team of passionate and dedicated people have delivered record sales and a record level of EBITDA to extend the growth path of our business.
The organic growth of Great Lengths has been sustained in the face of competitive pressure in the marketplace. This has been achieved by delivering high quality products and services to our customers. Supported by innovative marketing initiatives we continue to increase brand awareness and encourage brand loyalty with both hairdressing salons and consumers.
I.C.O.N. is still a new brand and a new concept in the UK. Salon owners love the concept and consumers love the products, but the haircare market is fiercely competitive and progress is slower than anticipated. Significant progress was made in the second half of 2015 and we are in a good position to develop I.C.O.N.’s potential in the market in 2016.
Carol Leo, CEO
IMPORTANT EVENTS IN 2015
- Showcased Great Lengths & I.C.O.N. at two industry exhibitions with a shared stand.
- Photoshoot dedicated to Bridal Look images. Created with Great Lengths hair extensions using I.C.O.N. products to create marketing collateral for both brands.
- Held inaugural Great Lengths Awards for the Republic of Ireland. Hosted by Irish TV presenter, Glenda Gilson, at a renowned Dublin venue we received many competition entries and generated significant media attention.
- Extended use of image based social media channels by producing a series of ‘Get The Look’ videos and images to recreate celebrity looks throughout the year.Increased followings and PR opportunities with industry and national press.
FAIRFORD ́S VIEW
The Kpaca business is driven by the increasing consumer spend in the beauty and more specifically professional hair salon market. Fundamentally, despite times of volatility, the demand of hair extensions is stable throughout Europe in more or less all price segments in the market. We like the Kpaca business due to its market characteristics where demand for its premium products shows relatively low price elasticity and is in essence a consumable to its target segment. We view the Kpaca platform as our vehicle to further explore the professional hair salon market.