Not Just Surviving but Thriving
puretan® International Inc. continues its growth into the 21st century
by Scott Hoover
 Vertex |
On last summer's smash hit television show Survivor, 16 contestants competed against each other and the elements for the ultimate prize--$1 million. Each show the castaways participated in competitions for the immunity idol, which protected its winner from being voted off, at least until the next week. In much the same way, the indoor tanning industry could be compared to Survivor. Manufacturers compete daily for a salon owner's business, all vying for the ultimate prize--bed sales. Likewise, if a manufacturer does not live up to a salon owner's expectations, they too can be voted off the island of future sales. However, this is where the likeness ends. Due to puretan® International Inc.'s dedication and commitment, the company continues to not only survive--but thrive in today's growing indoor tanning market. Looking For Immunity
The challenge of trying to meet the needs of more than 25,000 diverse salon owners industrywide compared with competing against 15 others for an immunity idol seems a little absurd. There is no such thing as immunity in the business world. However, puretan has embraced its many challenges placed in front of it and continues to be at the forefront of combining the newest industry equipment trends with the wants and needs of an ever-changing salon professional.
 Home of the Dallas-based puretan® International, Inc. |
"The salon owners of the late 20th and early 21st century are very different than they were 20 years ago," says Roger Brown, president of the Dallas-based company. "They are much more business savvy. Many of the salon owners we work with already are successful small-business owners who have come to the indoor tanning industry from another area of expertise. They want to know what we can do for them. Not just providing tanning equipment, but also offering business and marketing plans, financing opportunities and even build-out ideas. They want a complete turnkey operation available to them."
It is for this reason that puretan continues to evolve. Over the past year the company has developed and will sell two new lines, albeit for other companies. The first new product line is equipment that is being developed to compete with other entry-level lines already on the market.
Distributed through a company called DirecTan, puretan is manufacturing three new beds including the TanScene 28, TanScene 28 with facial and TanScene 24. Additionally, puretan also is developing a TanScene 30 and TanScene 36 in the same line.
All these units will be available with optional colors and optional die-cut front base panel where the logo of the facility can be placed, as well as an extended warranty option. In addition, all the systems will be manufactured using the patented puretan pinnac-energy circuitry design and will feature such options as a Front Desk Manager, low-pressure facial lamps, 400-watt high-pressure facial, buck/boost transformer, radio, hour count meter and low-voltage remote.
puretan recently aligned with another company to develop and construct portable walls made from aluminum extrusions in a number of different designs. "More and more salons are realizing that it is cost-effective to use portable walls," says Bob Baba, executive vice president of puretan. "They are less expensive than a regular build-out. In addition, they also can be removed, repositioned or redesigned as the salon changes and grows. Overall, the versatility is a huge benefit to salon owners."
In addition to the new equipment and modular solutions the company is developing for other companies, puretan also has upgraded its marketing program titled Tanning For More Profit.
"The original Tanning For Profit brochure, although very applicable for small-volume salons, is geared more for large-volume venues," says Brown. "The new Tanning For More Profit, has been created for salons of every size, small, medium and large."
puretan also is coming out with a new brochure detailing its leasing program and explaining the benefits of leasing and how puretan's in-house financing department can help a salon professional create a new salon or expand an existing one.
Overall, what puretan has created is just what salon owners told them they were looking for--a total turnkey operation.
"What we are creating is a complete turnkey process for our customers," notes Brown. "A new salon owner should be able to call puretan, read our manuals, train with our staff for three to five days and learn how to operate and run a very successful and profitable salon."
Meeting the Challenge
The three biggest reasons that puretan has been successful for so long is its commitment to manufacturing quality products, its enthusiastic response to consumer requests and its overall customer service.
According to Baba, the whole production department sits down once a week to go over different issues that salon owners have discussed with the company.
"We also get feedback from our sales representatives to review suggestions from our customers," he notes. "We are here to support and help the salon owner run the most competitive indoor tanning salon possible."
Additionally, the company not only has a customer service department but also a customer service technical department so that salon professionals have two outlets in which to voice concerns when they occur. The company recently gave all of its technicians and salespeople pagers which allow customers to reach their puretan representative at any time.
"We are directing a lot of our efforts toward making working with puretan as simple as possible and providing the best customer service imaginable," says Baba. "We want to make it as easy as possible for salon owners to become smart business owners and succeed."
Not only is puretan working to help North American salon owners succeed, but the company currently is expanding internationally to such destinations as South America, England, Russia and Romania.
"Worldwide expansion is something the company has considered for some time, but not something we wanted to jump headfirst into without conducting intensive research," notes Brown. "Yes, we are expanding worldwide; however, we are doing it very slowly and cautiously--one step at a time."
The Internet is another area where puretan has increased its visibility. The company's site, www.puretaninc.com, provides the company with approximately 20 to 30 leads per day via e-mail. In addition, the company's Web site provides salon professionals with information that they can take into the salon and use every day.
Where is the company headed over the next couple of years?
"We have some unique projects in the works for next year and beyond that will add some different designs and equipment," adds Brown. "To fabricate with steel provides both pros and cons. The pros for puretan are that we are able to build a quality piece of equipment that lasts forever. The con is that we are limited with the type of aesthetics that can be used. We are in the process of taking our steel equipment and doing some modifications with aluminum to make a new system that is extraordinarily appealing. We want to be able to offer our customers a choice between which puretan equipment they choose."
That is why on the island that is the indoor tanning industry, the company not only survives--but thrives.
