Evolving a heritage brand is a tricky business that requires vision, business acumen, and an appetite for risk. Legacy can be a unique differentiator for some and liability for others. Every business has a different history. The 100-year-old Red Door Spa and Salon is walking away from the iconic red door, opting for a wellness-minded millennial rebrand, and will now be known as Mynd Spa & Salon.
“As time evolves, so do organizations, and at The Red Door, we’ve come to realize that a new chapter in our history needs to be written,” says Todd Walter, CEO of Mynd Spa & Salon. “Elizabeth Arden, Inc., the product company, and The Red Door’s licensor for the past 25-plus years, is focused on developing and selling products. Our core business is about developing and providing services—about maintaining that human connection. As both companies plan for their future and take stock of their respective priorities, we have decided to move in different directions, leading to an end to our licensing agreement.”
The 26 locations will have a new look and feel, signifying an opportunity to grow and evolve the brand, expand service offerings, and partner with additional and innovative product lines. New retail brands from female- and family-owned businesses, including cosmetics companies Rodial and Delilah and skincare brands Babor and Dr. Dennis Gross, will be introduced in-store and online, providing guests with clean, cruelty-free products and conscious ingredients. Dtreamlined service menus will feature the same seven self-care areas—massage therapy, body treatments, skincare, nail care, haircut and color, makeup, and waxing. “Self-care, undefined” is the mantra of Mynd.
“In a world where self-care is an increasingly vital need—where the cause-and-effect between self-care and health and wellness is so clear—we’re thrilled to offer services that have the ability to tangibly improve our guests’ lives,” says Todd Walter, CEO of Mynd Spa & Salon. “While proudly embracing our roots as The Red Door—more than 100 years in the spa and salon space – we’re excited by the far-reaching potential of this evolution of the brand. With new product lines and services, an introspective articulation of our core values—and new values—and an innovative focus on personalizing self-care, we’re looking forward to supporting our loyal and ever-growing community.”
As of this week the iconic red door will be removed from the existing 26 locations with renovations happening in waves separated by region, to be completed in 2020. At the renewed Mynd Spa & Salon, guests can expect to see a soothing color palette, warm textures, and airy spaces, providing a new face to a beloved brand.
At one point Elizabeth Arden, now owned by Revlon, owned a minority stake in its former spa business but it is no longer involved. Red Door (now Mynd) is backed solely by North Castle Partners, a private equity firm that made an initial investment in the business in 2012.
Photo: via prnewswire