Things to remember when working with a hair product distributor

Hanna Dam-Stokholm is the founder of Lilac Breasted Roller, a hair product distributor and wholesale specialist that works with brands and product partners in the UK, France and Germany. The company stocks the shelves of salons like George Northwood and Charlotte Cave with the carefully selected and unique brands. We spoke to Hanna about the benefits of salons working with more niche product distributors... How do you pick the hair brands that you work with? As well as a passion for luxury design, I’ve always enjoyed working with products that have an interesting story and a clear identity. I can’t imagine working with brands that don’t fit these requirements and the beauty of it is that I don’t have to. When it comes to hair, I look for a USP. In other words, a brand must bring something to the industry that doesn’t already exist, and this normally requires the input of a very talented hairdresser. It’s rewarding to work closely with Founders of unique and undiscovered hair care brands as you bring them to life and let salons and their customers know about them. Throughout my career, I’ve had the privilege of working with some of the best hairdressers in the business, one example being Michael Gordon of Bumble and bumble, and I have taken great pleasure in seeing their brands grow from being unknown to so highly renowned. What are the first steps salons should take when choosing a distributor? The industry has become much more competitive in the past eight/nine years and that changes the landscape. I feel that salons destined for success are the ones who uniquely associate themselves with staff members who hone the industry and who are in return treated and trained well. Great staff is so important. The interior of the salon and the products used should reflect the owner’s personal style to create a clear identity and a reason for consumers to choose their salon over others. Lastly, it is a well-known fact that tomorrow’s consumers seek convenience - click and collect services, an experienced service level and effective and unique products which reflect their own personal needs are all welcome offerings from a top-class salon. As a salon owner, I would try to work with a distributor who understands my mission, my product and service needs and who’ll work closely with me to achieve my goals. What are the pros of working with a newer distributor? If the new distributor works with unique products, this will immediately help you stand out as a salon. Your customers and local community will come to know you as a business that’s the first to work with a young and innovative brand and not to ‘follow suit’. In addition, with smaller distributors, the service level is often more personal, and your day-to-day contact is likely to be more forthcoming at adapting quickly to your needs. The power of small businesses coming together has long been appreciated and I believe it’s the same for the hair industry. What are some up and coming professional hair brands our readers need to know about? Personally, I’m a huge fan of Iles Formula Serum from Wendy Iles. Wendy’s well-known as the hairdresser behind Pantene’s perfect Pro campaigns and she’s also got an endless list of celebrity clients. She really is the Grande Dame of a ‘spun silk’ soft hair finish and the Iles Formula Serum works equally well for all hair types, providing instant volume and repair to even the most damaged hair. I’d also say its perfect for a dry bar setting - I think Wendy is among the first to have honed the need for having a very repairing yet versatile styling product. As well as Iles Formula, I’m also in awe of the innovative mind of David Mallett. Everybody loves a volume powder but often they come with a matte finish or uneven diffusion of powder. Stylist-to-the-stars David has solved this issue with the creation of his ‘Gold Dust’ – using bamboo extract as a volumising ingredient, together with finest gold particles for shine, he’s created a volume powder to rival all others! Innovation is clearly a theme of his, as he did the same thing with his Salt Spray, using only unique salt from the Murray River in Australia – an ingredient that, unlike other salts, won’t dry out the hair and instead, nourishes it. For more information on Lilac Breasted Roller Society and the brands they stock click here