Patrick Chu says cosmopolitan Hong Kong has been an excellent Asian launchpad for the Toni & Guy brand

Since opening its first salon in Central in January 2001, the company found the market response to be "overwhelming". It recently opened a second salon in Causeway Bay, and is planning other initiatives including the opening of Hong Kong's first internationally-accredited hairdressing academy.

Director Patrick Chu said Hong Kong had proven to be an excellent Asian launchpad for the brand.

"Hong Kong is a world-famous, cosmopolitan city where we have local as well as foreign clients with different tastes, styles, hair texture and cultural backgrounds. Toni & Guy offers them versatile hair care services and becomes the immediate solution to those who demand quality and style."

Worldwide reputation

Founded in London over 30 years ago by two Italian brothers, Toni and Guy today has over 250 salons worldwide and is renowned in the hairdressing industry for its education and training.

Mr Chu said Toni & Guy had identified a market niche that "gives us the edge" in Hong Kong.

"For quality and standard assurance, all our stylists have to complete professional training mandated by Toni & Guy UK.  They all share the same vision and culture, so it is like a big family working together. We also invite international stylists from other Toni & Guy salons worldwide to join our team.  This is a major breakthrough and unprecedented within the industry in Hong Kong.  The mixture of local and international crew allows us to offer different styles of hair care services and meet the expectations of our international clientele."

Business has grown fast and the salon is always full, especially weekends.  "That is why we decided to open another shop in Causeway Bay to keep up with the demand."

Fostering talents

The opening of a training academy in Hong Kong is a natural progression, Mr Chu said. "The Toni & Guy empire has fostered many talented stylists who are now among the top worldwide.  I believe there are many undiscovered talented and enthusiastic stylists in Hong Kong, so bringing in this culture seems to be a natural course. 

"The academy can offer more opportunities to those who have the interest and their hearts in hairstyling, and it will be the first in Hong Kong to provide professional training with international accreditation. Normally the salon apprentice can upgrade their profession by accumulating experience or enrolling in overseas hairstyling courses.  With the opening of the academy, young stylists can achieve their goals in a more effective and certainly less costly way."

To further build its brand in Hong Kong, Toni & Guy has introduced an e-newsletter to inform clients about products, services and new ideas, and additional salons are in the pipeline.

"At the moment, our focus is still on Hong Kong. But if the opportunity arises, more planning in the Chinese mainland is possible," Mr Chu said.

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