SoHo Salon Suites Offers Independence For Beauty Pros In Brick

BRICK, NJ — Starting a business, particularly in the spa and beauty field, can be a daunting proposition. A new company opening in Brick is working to make it accessible for someone starting out.

SoHo Salon Suites, which is opening soon at the Laurel Square Shopping Center, offers beauty professionals individual suites to rent to operate their business, whether they are hair stylists, offer eyelash services, massages, skin care or other beauty services.

The rentals on the 22 salon spaces, which range from 115 to 200 square feet, cover utilities, wifi and security.

"They keep 100 percent of the profits," said Bernie Branz, one of the co-owners of SoHo Salon Suites. "We are empowering people to become their own boss and make more money."

The project, akin to a business incubator, is named after the Lower Manhattan SoHo district that is known for its fashions.

"We are bringing a feeling of fashion and artistry to Brick," Branz said. "It’s going to be a luxury meets industrial look and feel."

Branz said it has the potential to be a site where people go from suite to suite for a range of beauty services, which they will be able to book online on the SoHo website.

Interest in the business suites has been positive, with more than half of the suites filled by early July. He said they were aiming for a grand opening in early August.

"We had a couple of business owners who are selling their current salons and downsizing" to the suites because the rentals are less expensive than operating a full salon with all of the accompanying expenses, Branz said.

The project is more than just offering professionally equipped rental spaces, Branz said. SoHo Salon Suites also will be offering business advice and expert help for those who are just starting out as independent owners.

It follows the business model of Right at Home, a caregiver service with independent owners providing in-home care for senior citizens. Right at Home is owned by Nick and Darlene Bosco, who are partners with Branz and his wife, Joann, in SoHo Salon Suites.

Both businesses help the professionals build their business model and strategy, including marketing advice and developing a business plan.

"It's a 1-on-1 model," Branz said.

While traditional business incubators typically see turnover as businesses either launch on a larger scale or, sometimes, shut down, Branz said they anticipate the beauty professionals will stay longer-term because the rent on the suites is much lower than a standalone salon space.

"This enables them to be their own boss," Branz said. "Our motto is 'Independence is an option. Let this be yours."