Townhouse signs 40-salon franchise deal to enter Italian market

Townhouse has signed a 40-salon franchise agreement with PRCNX Italia, marking the premium nail salon brand’s entry into Italy.

The first Townhouse salon is expected to open in Milan in the coming months, with a phased rollout planned across other leading Italian cities.

Juanita Huber-Millet, founder of Townhouse, said: “Italy is a natural next step in Townhouse’s international growth.

"We are building the brand through a select group of well-capitalised, operationally strong franchise partners capable of developing markets at scale, rather than simply opening individual locations.

"Ivan and the PRCNX team combine relevant sector experience, deep local market knowledge and the ambition required to establish Townhouse as Italy’s leading premium nail salon brand. We are delighted to be partnering with them."

Founded in London in 2018, Townhouse has grown to more than 45 salons across Europe and the US. The brand recently expanded into the luxury spa category with a new location at Champneys Tring, its first Townhouse salon within the Champneys estate.

As part of its franchising strategy, Townhouse works exclusively with large, multi-unit franchise operators to support its international expansion.

The new partnership brings together Townhouse’s brand, operating model and sector expertise with PRCNX’s local market knowledge, investment capability and experience in developing consumer businesses.

Ivan Marandola, Chairman of PRCNX, said: "We did not choose Townhouse simply to add another beauty brand to our portfolio. We chose it because Townhouse has built what the Italian nail market currently lacks: a trusted premium brand, a highly repeatable customer experience and the technology and operating platform required to scale nationally.

"Nail care is one of the highest-frequency categories in beauty, but the Italian market remains highly fragmented. Beginning in Milan, our ambition is to build Italy’s defining premium nail salon network.

"We believe the combination of Townhouse’s brand and operating expertise with PRCNX’s local market knowledge and experience building consumer health, wellness and beauty businesses creates an exceptional platform for growth."