Your Own Brand as a Model for Success—Real-World Insights from Master Hairstylist Franz Richtar!

24 Aug Your Own Brand as a Model for Success—Real-World Insights from Master Hairstylist Franz Richtar!

For over 100 years, the name Richtar in southern Lower Austria has stood for hairdressing with passion and quality. Around ten years ago, master hairdresser Franz Richtar a decision that changed his salon in Wiener Neustadt for the long term: The Switching to an own brand from VARGA.

Today, his business benefits from greater independence, stronger customer loyalty and clear positioning. In the interview, he explains why he has never regretted this step and why an own-brand label can be a real opportunity for many hair salons.

Editorial team: Dear Mr Richtar, it's great to be with you in Wiener Neustadt today. You've been here at this location for many years now—do you have a special concept or vision?
Franz Richtar Yes, we certainly have. At the heart of our work are people – both clients and employees. Individual consultation, the highest standard of craftsmanship and a personal service are just as second nature to us as regular training and professional development. We continually attend seminars, trend shows and trade congresses in order to incorporate new techniques and innovations directly into our everyday salon routine.

Editorial team: How and when did it come about that you switched to own-brand products?
Franz Richtar Around ten years ago, we faced the same challenge as many other salons, which really annoyed me: no sooner had we recommended a branded product in the salon than our clients found it significantly cheaper on the internet. Sometimes that even happened right in the salon. This led to price discussions and called our credibility and the value of our advice into question. For me, it was clear: I want to offer my customers products that I can stand behind 100 per cent – without constantly being compared to online prices.

Editorial team: Why the own brand of VARGA HAIR?
Franz RichtarKarl Varga had already visited our salon quite a few times before. It was never about selling me something or persuading me. Our conversations were always very relaxed and pleasant, open and on an equal footing. In this way, step by step, he showed me the possibilities of a private label.

When we eventually looked into the own-brand topic due to the hassle surrounding the industry's brand policy, the concept of VARGA HAIR convinced. Together, we were able to develop precisely the products that fit our salon to a T. To this day, I appreciate the top value for money, the personal contact, the straightforward cooperation and the short decision-making paths of the family business Varga.

Editorial team: How have your customers reacted to the switch to an own brand?
Franz Richtar Our clients were curious at first. After we explained the concept, there was a great deal of interest. Topics such as cruelty-free products and the excellent price-performance ratio have been particularly well received. Today, our products are a completely natural part of the salon visit.

Editorial team: Where do you think the advantages of the salon's own brand lie?
Franz Richtar The biggest advantage is the Independence. Our products carry our name and stand for our quality. Through this, we create Trust and clearly set us apart from the competition. At the same time, price comparisons with online retailers are eliminated. We decide on prices, advice and positioning ourselves – that sustainably strengthens our salon.

Editorial team: What role does your own brand play in the economic success of your salon today? Has anything changed regarding customer loyalty, revenue or the positioning of your salon as a result?
Franz Richtar Today, the own brand is an important economic pillar of our salon. Our customers buy products more frequently because they trust our recommendation. At the same time, we are winning new customers who come to us exclusively because of our products. For us, the decision has paid off completely, both economically and strategically.

Editorial team: Finally: When you look back at your decision today – would you take the step towards a private label again and why?
Franz Richtar I would take this step again in a heartbeat. Our own brand has made our salon more independent, strengthened our customer loyalty and improved our position in the market. Salons that want to differentiate themselves in the long term and become more independent from the industry should definitely look into the topic of private labels.

Editorial team: Dear Mr Richtar, thank you for the interview.

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