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Drybar’s Webb Reveals Secrets to Launching a Concept that Explodes
Alli Webb
Connect Media joined more than 3,000 attendees at ICSC’s 2019 Western Conference and Deal Making confab that kicked-off this week at the Los Angeles Convention Center. One of the interesting keynotes was at Tuesday’s networking breakfast when Drybar founder Alli Webb shared how the company’s launch was met with immediate, albeit “unexpected” success.
In retrospect, the concept of offering just one service, Blowouts, was novel, though easy to see why it works. Webb notes, there were some who viewed the concept as ill-advised, especially since Drybar made its debut during a recession. Today, Drybar operates more than 100 locations throughout the U.S. and Canada, and Webb’s concept has earned accolades such as Entrepreneur Magazine’s “100 Brilliant Ideas of 2010” and New York Magazine’s Boom Brands of 2013.
Webb says, “I didn’t expect any of it. That first location we were completely blown away about the reaction that women had to it. In my gut, I knew that there would be enough women in L.A. in my network who I was doing their hair that it would potentially sustain a brick and mortar location.”
Her instincts proved correct, though after starting with six stylists in an eight-chair first location in Brentwood, she realized they “underestimated the demand and how women would respond to Drybar. It was just insane,” she recalls. “It was an insane business that completely exploded and was not planned.”
Though they underestimated demand, Webb quickly realized they needed to expand. The founders of Drybar found themselves saying ‘no’ more than ‘yes’ because demand far outweighed supply. That “snowball growth” strategy led to growth beyond major markets like L.A., NY, Chicago and Boston, and they discovered the concept worked in smaller markets too, like Louisville, KY or Jacksonville, FL.
Webb’s advice when launching a new concept is to “surround yourself with great people.” In her case, it was an older brother. “All of this was unexpected,” says Webb. “I took baby steps, and asked questions.” Ultimately, the journey led to her “pioneering” a new business in a billion-dollar industry. Webb recognizes that’s a “big deal” and yet that “surprise and delight” moment still “flabbergasts” her. She also advises taking time to allow yourself to enjoy that moment and feel good about it. “Take the win,” she says.
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