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SalonCentric—a division of L’Oréal USA—acquires Raylon Corporation assets

By Deanna Utroske

05-Jan-2016
Last updated on 05-Jan-2016 at 17:39 GMT2016-01-05T17:39:24Z

SalonCentric—a division of L’Oréal USA—acquires Raylon Corporation assets

The deal expands the company’s reach as a distributor of professional hair care products in the North East region of the country, which SalonCentric president Bertrand Fontaine calls a key territory.

With the acquisition, SalonCentric expands its footprint in Pennsylvania, New Jersey, and Delaware, as well as in areas of Maryland, West Virginia and New York.

A new family business

Joe Hafetz founded Raylon in 1953. And under this agreement with L’Oréal USA Howard Hafetz, CEO of Raylon, and Josh Hafetz will continue operating an independent, rebranded version of the family business.

Art of Business, as it will be called, can “continue serving salon professionals with select brands in Pennsylvania, New Jersey, Delaware and New York….These brands will be specific to Art of Business and will be different from SalonCentric's brand catalog,”  according to a press release on the acquisition, which ran in its entirety on  Salon Today.

That publication is itself an initiative of Raylon, which launched the magazine to “further support its clients and their business potential,” explains the release.

Reflecting on the deal, Howard Hafetz says, "Raylon has always been committed to the salon professional and we believe this acquisition will provide salon professionals that we've served in this market with opportunities for continued growth."

Hair care network

The new Art of Business will offer salon professional products from these brands and more: Cezanne, Eufora, Evo, Lasio, Pai Shau, Ruezel and Unite.

By contrast, SalonCentric carries L'Oreal Professionnel, Matrix, Mizani, Moroccanoil, Olaplex, Pravana, Pureology, Redken 5th Avenue, Sam Villa, Sexy Hair, Surface Hair, L'ANZA and others.

L’Oréal USA launched SalonCentric in 2008 to distribute salon professional hair care products. Based in Florida, the distributor now operates 550 SalonCentric stores and more than 200 State|RDA stores over 48 States.

3,500 more salons

Through the acquisition SalonCentric will incorporate 13 Raylon stores and the company’s field sales network into its existing business, adding 3,500 Raylon client salons to its roster. 

"We are excited to expand SalonCentric and the brands we distribute into this key territory and to share the SalonCentric experience with a new community of beauty professionals," says Bertrand Fontaine, president of SalonCentric. "By increasing SalonCentric's footprint we will be able to build relationships with beauty professionals in the Northeast and provide them with the brands, tools, education and support to help them grow their salon businesses."

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