When Juanita Huber-Millet opened the first Townhouse salon in London in 2018, she saw an opportunity to bring a consistent, premium experience to a globally fragmented nail salon industry. Today, her vision combines elevated design and customer service with a technology optimized footprint and streamlined operating model built for multi-unit franchise expansion.
“I wanted Townhouse to feel different from the very beginning. For me, it was about looking at every detail of the experience and asking how we could do it better. Our clients expect a premium experience at every touchpoint, so we’ve built the business around exceptional service, rigorous hygiene standards, expert training, beautiful products and technology that makes everything feel seamless. It’s all about those elements working together to deliver the consistency and quality people have come to expect from Townhouse.”
Huber-Millet’s vision gave Townhouse a clear identity within the traditional nail salon category and created a foundation that the company could build on as it grew.
Building the Foundations for Franchise Growth
Since opening its flagship salon in London, Townhouse has grown to more than 45 salons across Europe and the U.S., with an established presence in major cities including New York and Los Angeles. Historically, the brand’s growth has been driven primarily by company-operated salons, as it refined its concept and operating model before expanding through strategic franchise agreements.
The company’s franchise strategy centers on multi-unit development, partnering exclusively with established operators that have the infrastructure and local market knowledge to develop larger territories. Its existing franchise partners have experience operating across brands including Domino’s Pizza, Starbucks and Anytime Fitness.
That approach can be seen in Townhouse’s recent development agreement in PRCNX Italia, which calls for 40 salons to be developed across Italy. The first is expected to open in Milan, followed by a phased rollout across other major cities.
Designing Salons for Scalability
Over nearly a decade, the company has refined a standardized operating system that brings together proprietary technology, centralized operating standards, detailed training, modular construction and brand management. A head-office team of more than 90 people supports the franchise through site selection, design and construction, recruitment, product supply, marketing and ongoing operations.
At the salon level, all appointments are booked digitally, and more than 90 percent of revenue is booked in advance, creating greater revenue visibility. Meanwhile, approximately 75 percent of monthly revenue comes from returning customers. Self-check-in technology and a fully digital customer journey simplifies salon operations and elevates the overall experience.
A typical Townhouse salon is approximately 1,000 square feet, a relatively compact footprint that can make suitable retail locations easier to source. Limited permitting requirements and the brand’s modular construction formula can further streamline the development process and result in rapid construction, with the average build time under 25 days from first access.
Applying Franchise Experience to the Beauty Industry
Townhouse’s franchise leadership team brings more than seven decades of combined experience across franchising, multi-unit operations and consumer brands. The team includes Franchisee Support Director Jonathan Cole, a senior executive from Starbucks whose experience spans franchise and licensed operations; Head of Franchise Development Jessica Bouscarle, previously with Black Sheep Coffee; U.S. Franchise Development Advisor Joe Lewis, former CEO of Smoothie King, Famous Brands International and Smalls Sliders; and Marketing & Customer Director Luke Tuckey, whose background includes The Body Shop and Franchise Brands PLC.
For franchise candidates, that experience translates into support from leaders who understand market evaluation, multi-unit growth, daily operations and customer acquisition. Their expertise helps Townhouse guide established operators into a new service category.
“A majority of our franchisees are highly successful, scaled operators in other sectors such as quick-service restaurants (QSR) and hospitality,” says Johnathan Millet, CEO of Townhouse. “While nail care is a different end product, there is very significant crossover in the critical operational delivery areas for those organizations who have been operating across tens or hundreds of locations.”
Establishing a Distinct Retail Identity
With locations in major international markets and collaborations with names including Chanel, Pepsi and Givenchy, Townhouse has established itself as an upscale consumer brand rather than simply a collection of individual salons. This distinct retail identity propelled the brand to broader acclaim, securing its spot as Europe’s fastest-growing beauty business in both 2025 and 2026, according to the Financial Times.
For Huber-Millet, entering new markets brings a different challenge: deciding how the brand can evolve without losing the qualities that made it distinctive in the first place.
“As a founder, you become very protective of what makes your brand special. Growth naturally brings new markets, new partners and new opportunities, and I think it’s important to embrace that evolution. The challenge is knowing what can change and what should never be compromised. For Townhouse, it’s about continuing to evolve and grow while staying true to the experience, quality and attention to detail that made people connect with the brand in the first place.”
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