Glamsquad has a new chief executive officer with big plans to transform the mobile, beauty service app into an omnichannel company.
Amy Shecter, most recently the ceo of boutique fitness studio CorePower Yoga, quietly started her new role at Glamsquad last week. In her more than two-decade career, she has held leadership positions at brands such as Tory Burch, C. Wonder, Cole Haan and DKNY.
Alexandra Wilkis Wilson, Glamsquad cofounder and former ceo, will move into a strategic adviser role where she will be involved with business development partnerships and new revenue streams.
“My background is taking a brand and growing it through different omnichannel distributions…[and] leading a business through the next phase of growth and development,” Shecter told WWD earlier this week. Already, the app allows users in New York, Miami and Los Angeles to book and receive hair, makeup and nail services in the comfort of their own homes.
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According to Shecter, the two-and-a-half-year-old start-up is in a period of “hypergrowth,” and has tripled its revenues since last year. She declined to give a dollar amount, but did reveal that the company has 50 corporate employees and about 500 Beauty Pros, or stylists — a 245 percent increase since the beginning of 2015. To date, Glamsquad has performed more than 140,000 appointments, with 75 percent of all customers booking repeat appointments in the past 12 months. In October of last year, Glamsquad raised a $15 million Series B round, bringing total capital raised to $24 million.
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Already in the works, the executive said, is a refresh in branding and marketing that is set to roll out later this year. In the next few weeks, Los Angeles will add nail services, and New York and L.A. will add spa nail services, which includes a callus eliminator and 10-minute massages for hands and feet with hydrating collagen booties. Also, clients in all markets will soon be able to book packages of three, five or 10 services that give a discount for buying in bulk. A series of upgrades to the existing app will roll out over the next three to four months.
Next, Shecter wants to venture into the development of Glamsquad-branded product and a corresponding e-commerce site to sell it on.
“We haven’t engineered what it’s ultimately going to look like,” she said of an upcoming product line, which she called a vehicle to help Glamsquad become a “true omnichannel company.”
And lastly, while it’s too early to name which markets will open next, expanding beyond the current three cities where services are offered will be focus going forward.
“The most critical thing is ensuring that we have a replica of the model that offers the same high quality and standards that can be executed in a new market,” Shecter said, noting that the company is conducting a lot of consumer driven research to determine where to open next. “We really want to is understand what that is and then venture into market expansion in an aggressive way.”