Today, Premiere Hair Extension brand Bellami Hair announced a $20 million investment from Cathexis Holdings LLP with a further $100 million capital commitment to growth. The move will help Cathexis acquire a minority interest in Bellami Hair LLC, the world’s largest hair extension brand. As a result of this effort, Cathexis’ multi-billion dollar fund will now be a major player in the $84 billion annual beauty industry.
Bellami’s hair started in 2012 with the founding duo Julius Salerno and Nikki Eslami. They grew their business by providing only the best quality products while, at the same time, keeping an eye on influencers who move the needle to consumers. They continuously raised the brand by working with the likes of Guy Tang and Kylie Jenner. Bellami increased its range of offerings in 2018 by launching its Bellami Professional products and training for stylists, in addition to expanding its Bellami Beauty Bar brick and mortar retail salon concepts, which encompass an experiential space for both retail and trade fairs. Bellami is building a community of professional stylists and re-imagining the world of hair extensions and their accessibility for everyone.
The brand currently operates in six major North American markets, including West Hollywood, Houston, Miami, New York, Las Vegas and Vancouver, BC. Reflecting on the trajectory of the brand, Julius Salerno said, “Bellami has achieved incredible growth with zero outside financing or debt. “The CEO and Co-Founder continued, “Now imagine that our $100 million capacity to strategically invest and an equity partner is as aggressive as we are when it comes to the continued dominance of this market. “That’s right.
“We have had tremendous success at our current Bellami Beauty Bar locations not only from a growth point of view, but also from branding,” said Nikki Eslami. “After this investment, we look forward to opening up new locations, including London, Paris, Dubai and Sydney, and bringing the same quality products and services to new territories in 2019 and 2020. “In addition to new openings, the brand plans to support the Bellami Professional Hair Extensions and Education initiative. The program continues to expand rapidly across the United States, Europe and Asia.
Cathexis is a multi-strategic holding company based in Houston, Texas, with investments ranging from real estate and energy to private equity. “Our venture with Bellami Hair LLC represents our continued interest in working with companies operating in high CAGR industries,” said William Harrison, founder of Cathexis, in explaining the first foray outside their traditional portfolio. “Our investments only consider industrial titans, and Bellami has proved to be a fearless leader in their category,” he concluded.
Well, about Bellami
From its California headquarters, Bellami designs the iconic hair products that it markets in partnership with the world’s leading beauty influencers to its digital consumer platform and through its Bellami Beauty Bar. The Bellami Beauty Bar in Las Vegas recently opened and is the sixth location after Los Angeles, Houston, Miami, New York, and Vancouver, BC. Bellami will continue to emphasize influencer endorsements while reaching more traditional channels, such as professional salons and specialty beauty shops.
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