With a brand new mannequin, Maislaser desires to succeed in 500 franchises and internationalization
Partner Sidney Eduardo Kalaes reveals expansion plans and news for the beauty chain
Founded in 2018, the Maislaser has 240 units and has the goal of reaching 500 by mid-2024. franchise network launched a smaller model for cities with up to 100,000 inhabitants. In addition, the brand wants to open the first clinic abroad.
Businessman Wlamir Bello, presenter Ana Hickmann, and Sidney Eduardo Kalaes, president of the holding Grupo Kalaes, are Maislaser’s partners.
“We launched a R$ 450 thousand model, which involves the same services, however, in a smaller space and with a reduced team”, says Kalaes.
According to the businessman, Brazil has thousands of cities of this size that receive few franchising offers. Today, this option already represents 10% of all franchises in the chain.
Sidney Eduardo Kalaes, partner of the Maislaser franchise network (Maislaser/Disclosure)
The network has also changed the online environment. Due to the pandemic, Maislaser created a sales channel on its website. Even with the reopening of trade, this modality is still used by customers. According to Kalaes, online sales accounted for 12% of the BRL 110 million billed in 2021.
In addition, Maislaser will launch its own app in October in which customers will be able to schedule and follow the evolution of their treatments.
The franchise network has updated the portfolio of procedures and equipment used. Kalaes highlights that the beauty market is extremely competitive in Brazil and that it is necessary to promote changes to remain attractive.
A 2019 Euromonitor International survey placed Brazil as the fourth largest beauty and personal care market in the world.
Maislaser has included the facial rejuvenation service in its range. According to the executive, this procedure is not offered by other networks in the industry, and says that the offer was strategic.
“Today it already represents 9% of the network’s total revenue. It is also a new form of income for the franchisee”, he adds.
The equipment, explains the businessman, is the most modern on the market and meets all skin phototypes, including tanned ones.
The biggest challenge of the network is internationalization. Kalaes says that this process requires a local team and structure to support franchisees.
At the moment, Portugal and Colombia are the first two options on the network. The idea is to expand abroad through a master franchisee.
The Maislaser partner reveals that the laser hair removal market in these countries basically works through offices and that there are few own brands just for this service.
“We have already taken the first steps by relating to local executives, who are familiar with franchising and are helping us in this regard”, he says.
This year, Maislaser’s forecast is to reach 300 franchises and earn R$ 250 million. According to the Brazilian Franchising Association (ABF), the Health, Beauty and Wellness segment grew 13.4% in revenue in the first quarter of 2022.
“We did not close a single unit during the pandemic, so we will take advantage of the return of franchising growth to continue expansion and reach our goal of 500 stores”, says Maislaser partner.