Hair experts turn on the style at new HQ

The company behind the phenomenon that is the hair straightener has moved to new headquarters – and has plans for global domination. Deputy Editor Ian Briggs reports on the next chapter for ghd.

IT WOULDN’T look out of place being used as the set for Mode, the fictional hip fashion magazine featured in hit US TV show Ugly Betty.

As well as featuring ultra-chic decor, Mode also employs the kind of beautiful people normally seen strutting their stuff on the catwalk.

Both of these facets are in abundance at the new headquarters of hair beauty brand ghd, the company which has become synonymous with people striving to look their best with the help of its styling irons.

The company, established in Ilkley in 2001, has moved into two floors of Bridgewater Place in Leeds.

The first experience the visitor has upon entering the premises from the glass atrium of the 32-storey building, is stepping onto a catwalk which takes you to the reception.

Although not operational on my visit, the walk down the bright white upholstered aisle will feature a camera which captures visitors and displays their entrances on screens at the reception.

The company, which has also launched a range of hair products, will continue to operate its customer support services centre from Silsden, where it was previously headquartered, and its warehousing and distribution arm from Nottingham.

But the new centre is now at the heart of its operations according to the company’s education director Beth Watson.

The premises, which house 50 ghd staff, boast a ‘ghd Academy’ which will provide specialist courses for both stylists (who sell ghd straighteners through their salons) and consumers, to teach them the best ways to use ghd products and to pass on the latest styles and tips.

The space can also be used to host seminars and events with a stage and seating for up to 90 people. Off the salon there is even a diary room for visitors to give their views on everything ghd.

Also housed over the two floors and 16,500 sq ft of space are departments including finance, legal, marketing, design, HR and training. More than 50 people work at the site but there is capacity to accommodate more than 100.

Upstairs, a plush office for chief executive Martin Penney is mirrored by a luxurious boardroom featuring chandaliers and a ‘break-out’ area boasting comfy seats and a range of style books to read.

Ms Watson, who was also the project director for the development of ghd at Bridgewater Place, said the investment in the headquarters has been “significant” but is unable to reveal the actual figure.

She said: “It’s a massive investment and shows we want to turn this into more of a global brand.”

Already with a profile in countries including the USA, South Africa, Australia, Spain, Israel and Poland, Ms Watson said ghd wanted to grow its £100m annual turnover by developing into the Far East and the United Arab Emirates.

Two years ago Mr Penney effectively bought out ghd’s two other co-founders backed by LDC.

Mr Penney then went on to complete a second deal in which Montagu backed him and bought out LDC at a considerable premium to their original investment in the firm.

Ms Watson said: “It has taken two years to plan and develop our new HQ and it is amazing to finally move in. We wanted to stay loyal to our Yorkshire heritage as a brand and felt that Leeds was the right location to invest in as we move forward to the next stage of our development.

“We are confident that employees, stylists and consumers alike will be inspired by the space we have created as it epitomises the fashion style and image at the heart of the brand.”

Ms Watson admitted there was more competition following the launch of styling irons by other companies.

She said ghd was working to take advantage of the increasing number of teenage boys and men, who she described as “ghd urban angels”, who were using styling irons.

The ghd project at Bridgewater Place has been completed in conjuction with property experts Overbury, CareyJones Interiors, Fox Lloyd Jones and WSP Group.

The space was designed by CareyJones Interiors with a project team from ghd and fitted out by Overbury.

Paul Fox, a director from Leeds-based project management business Fox Lloyd Jones, said: “Our client was looking for a world class head office in line with the growing nature of the brand, and was also keen to retain their Yorkshire heritage and show the world how Yorkshire is capable of producing phenomenal brands. 

“After a comprehensive search, Bridgewater Place was identified as the optimum choice and we are excited about the pioneering nature of the overall fit out, which is of a standard and quality never before seen in Leeds.”

Interior designer at CareyJones, Scott Ryalls, said: “Hopefully people will be blown away by the aesthetics of the whole journey through the space, ghd’s commitment to the overall interior design married with their own strength of brand should synergise the company, staff and visitors alike.”

Paul Brown, managing director at office fit-out specialist Overbury, added: “The level of detail and passion that is going into the design and construction of ghd’s new offices demonstrates the value of a professionally managed fit-out project. We look forward to the response from ghd’s staff and clients who we are confident will enjoy the space on a daily basis.”