GETT'S

GETT'S is a Romanian beauty and hair-care salon brand founded by Lucian Miess in Bucharest in 1997 and operated by Ingo Trade. The concept emerged after Miess attended the 1996 world hairdressing championship in Washington, D.C. There, he observed the scale and organization of the American professional hairdressing industry in contrast with the more limited cooperative structure he associated with Romania at the time. He concluded that the Romanian market had room for a more developed, professionally managed salon business. About six months after the championship, he created the GETT'S name and visual identity. The name was intended to be short, forceful and memorable while leaving some uncertainty over whether it should be pronounced in Romanian or English. The logo was influenced by the typography of the film Face/Off poster. The first GETT'S location, GETT'S Hair Studio, opened in Bucharest in 1997 with an investment reported as US$25,000. The business subsequently developed from a single hair studio into a multi-format salon network. Its portfolio has included GETT'S Hair Studio, GETT'S Color Bar, GETT'S Men and GETT'S Men Exclusive. The formats address different combinations of general hair and beauty services, color-focused services and men's grooming. By 2019, the brand was reported to have opened 14 locations over its history. Four were developed with the brand's own funds, while the remainder used partnership structures including associations, franchising, collaborations and management arrangements. The company has been described as an early Romanian example of franchising in the salon sector. The network has operated primarily in Romania, with salons in Bucharest locations such as JW Marriott Grand Hotel, Hotel Radisson Blu, InCity Residences, Bucuresti Mall, AFI Palace Cotroceni, Mega Mall and ParkLake, as well as a location at Iulius Mall in Cluj-Napoca. A later location description identified a chain of 10 salons, while the broader historical portfolio counted 14 locations opened over time; these figures appear to refer to different points in the network's development rather than a single consistent store count. GETT'S has also invested in customer retention, communications and operating infrastructure. It introduced the GETT'S Beauty Miles loyalty programme in 2002 and launched GETT'S Highlights Magazine in December 2011. The business has used professional enterprise-resource-planning and customer-relationship-management software. It has participated in fashion, charity and beauty-industry events, including Miss Universe 2013-related activities, a Concordia charity event, the Brave Cut initiative associated with the Renasterea Foundation, Glamour Fashion Street Show, Fashion Garage Summer Edition and the AVANPREMIERE 20th Anniversary Gala. Reported business indicators provide some sense of scale but require attention to their time context. Revenue was reported at more than €2 million in 2017 and approximately €2.5 million in 2018. For 2018, the brand was also associated with approximately 130,000 clients and around 250 employees. GETT'S has supported vocational education through a dual-system project with Bucharest District 3 City Hall. Its professional recognition has included awards at the 2014 Wella Gala, where Alexandru Covasneanu won the Trend Vision Award and Oana Moldoveanu won the veterans' category, both representing GETT'S Color Bar in Bucharest.

GETT'S began with Lucian Miess's exposure to international hairdressing in 1996. While attending the world hairdressing championship in Washington, D.C., Miess perceived a substantial difference between the scale and organization of the United States hair-care industry and the cooperative environment he associated with Romania. The experience led him to believe that Romania could support a more structured and ambitious salon business. Approximately six months later, he developed the GETT'S name. He sought a short and strong brand name that would be easy to remember but would also create curiosity about its pronunciation in Romanian or English. The logo's typographic character was inspired by the poster design for the film Face/Off. The first GETT'S establishment, GETT'S Hair Studio, opened in Bucharest in 1997. The opening investment was reported as US$25,000. From this initial salon, the brand developed into a broader beauty-services operation under Ingo Trade. Its business model combined company-funded locations with multiple partnership structures, including associations, franchise arrangements, collaborations and management agreements. The brand has been characterized as the first franchise in Romania's salon field, although its location count varies according to the period and counting method used. By 2019, historical reporting referred to 14 locations opened under the GETT'S umbrella, four of them created with the company's own funds. GETT'S broadened its offer through several distinct formats. GETT'S Hair Studio formed the general hair and beauty platform; GETT'S Color Bar emphasized professional hair coloring; GETT'S Men and GETT'S Men Exclusive focused on men's grooming. The network placed salons in prominent commercial, hotel and mixed-use destinations. Bucharest sites mentioned in reference material include JW Marriott Grand Hotel, Hotel Radisson Blu, InCity Residences, Bucuresti Mall, AFI Palace Cotroceni, Mega Mall and ParkLake. The brand also operated at Iulius Mall in Cluj-Napoca. A location summary described a 10-salon chain, while the historical portfolio figure was 14, suggesting that the network changed over time or that the two figures measure different categories of locations. Customer engagement became part of the brand's operating model early in its development. In 2002, GETT'S introduced GETT'S Beauty Miles, described as its first loyalty programme. In December 2011, it launched GETT'S Highlights Magazine, extending the brand into lifestyle and editorial communication. The company also adopted professional ERP and CRM software to support administration and customer relationships. The brand has participated in activities beyond routine salon operations. Its listed events include Miss Universe 2013-related activities, a Concordia charity event, the Brave Cut initiative of the Renasterea Foundation, Glamour Fashion Street Show, Fashion Garage Summer Edition and the AVANPREMIERE 20th Anniversary Gala, which included a tribute to designer Răzvan Ciobanu. GETT'S has also been involved in skills development, supporting a dual vocational-education project with Bucharest District 3 City Hall. Industry recognition included the 2014 Wella Gala. Alexandru Covasneanu of GETT'S Color Bar in Bucharest received first place in the Trend Vision Award, while Oana Moldoveanu, also representing GETT'S Color Bar, received first place in the veterans' category. Business figures reported for 2017 and 2018 indicate that the operation had reached meaningful scale: revenue was stated as above €2 million in 2017 and approximately €2.5 million in 2018. The 2018 figures also cited about 130,000 clients and 250 employees. GETT'S therefore evolved from a founder-led Bucharest hair studio into a Romanian salon brand with multiple service formats, partnership-based distribution, customer-retention infrastructure and a presence in major commercial and hospitality locations.

• 2019

  Portfolio reaches four branded formats

  [1]GETT'S — Wikipediaen.wikipedia.org

  GETT'S was described as operating four principal formats: GETT'S Hair Studio, GETT'S Color Bar, GETT'S Men and GETT'S Men Exclusive.

• 2018

  Reported revenue and operating scale increase

  [1]GETT'S — Wikipediaen.wikipedia.org

  Reported 2018 revenue was approximately €2.5 million, with around 130,000 clients and 250 employees.

• 2017

  Reported revenue exceeds €2 million

  [1]GETT'S — Wikipediaen.wikipedia.org

  Reference material reported GETT'S revenue of more than €2 million for 2017.

• 2014

  GETT'S Color Bar receives Wella Gala awards

  [1]GETT'S — Wikipediaen.wikipedia.org

  Alexandru Covasneanu and Oana Moldoveanu won first-place awards in Trend Vision and the veterans' category respectively.

• 2011

  GETT'S Highlights Magazine launches

  [1]GETT'S — Wikipediaen.wikipedia.org

  GETT'S launched a lifestyle magazine in December, extending its communications beyond salon services.

• 2002

  GETT'S Beauty Miles loyalty programme launches

  [1]GETT'S — Wikipediaen.wikipedia.org

  The brand introduced its first reported customer-loyalty programme, GETT'S Beauty Miles.

• 1997

  First GETT'S Hair Studio opens in Bucharest

  [1]GETT'S — Wikipediaen.wikipedia.org

  GETT'S entered the market with its first beauty salon, GETT'S Hair Studio, reportedly opened with a US$25,000 investment.

• 1996

  Lucian Miess attends the world hairdressing championship

  [1]GETT'S — Wikipediaen.wikipedia.org

  Miess's participation in the championship in Washington exposed him to the scale and organization of the American hairdressing industry and influenced his decision to build a Romanian salon brand.

A professionally managed Romanian salon network combining hairdressing, beauty and men's grooming formats with premium retail and hospitality-linked locations, franchising and partnership-based expansion.

• Hair and beauty salon · 1997

  GETT'S Hair Studio

  The original GETT'S salon format, established with the first Bucharest location in 1997. It represents the brand's broad hairdressing and beauty-services proposition and forms the historical foundation of the wider salon network.

• Hair-color salon

  GETT'S Color Bar

  A color-focused GETT'S format centered on professional hair-coloring services. The format received recognition at the 2014 Wella Gala through awards won by representatives Alexandru Covasneanu and Oana Moldoveanu.

• Men's grooming salon

  GETT'S Men

  A GETT'S format designed for men's hair and grooming needs. It forms part of the brand's multi-format approach, separating men's services from the general Hair Studio offer.

• Men's premium grooming salon

  GETT'S Men Exclusive

  A men's grooming format positioned as a more exclusive expression of the GETT'S men-focused offer. Available service details and launch timing are not specified in the reference material.

• Loyalty programme · 2002

  GETT'S Beauty Miles

  GETT'S customer-loyalty programme introduced in 2002. It was described as the brand's first loyalty initiative, intended to support repeat visits and customer relationships.

• 2013Miss Universe 2013

  Romania

  GETT'S was listed among the brand's public events and activities connected with Miss Universe 2013.

  Source
• Concordia Charity Event

  Romania

  GETT'S participated in an event associated with Concordia, reflecting involvement in charitable activity.

  Source
• Brave Cut

  Romania

  The brand participated in Brave Cut, an initiative associated with the Renasterea Foundation.

  Source
• Glamour Fashion Street Show

  Romania

  GETT'S was listed as participating in the Glamour Fashion Street Show.

  Source
• Fashion Garage Summer Edition

  Romania

  GETT'S participated in the Fashion Garage Summer Edition event.

  Source
• AVANPREMIERE 20th Anniversary Gala

  Romania

  GETT'S was associated with the AVANPREMIERE 20th Anniversary Gala, which included a tribute to Răzvan Ciobanu.

  Source

• 2019

  Expansion through multiple salon formats and partnershipsStrategy

  Background

  GETT'S had developed beyond its original salon and used different operating and investment structures for network growth.

  Action taken

  The brand organized its portfolio around GETT'S Hair Studio, GETT'S Color Bar, GETT'S Men and GETT'S Men Exclusive, using owned locations and partnerships including franchises, associations, collaborations and management arrangements.

  Aftermath

  By 2019, the historical portfolio was reported at 14 locations, with a later location summary identifying 10 salons.

  Source

• 2011

  Launch of GETT'S Highlights MagazineStrategy

  Background

  GETT'S expanded its brand communications beyond in-salon services.

  Action taken

  The company launched GETT'S Highlights Magazine in December 2011.

  Source

• 2002

  Introduction of GETT'S Beauty MilesStrategy

  Background

  The growing salon business sought a formal mechanism for customer retention.

  Action taken

  GETT'S launched its first reported loyalty programme, GETT'S Beauty Miles.

  Aftermath

  The programme became part of the brand's customer-relationship infrastructure.

  Source

• 1997

  Launch of the GETT'S salon conceptStrategy

  Background

  After observing the professional hairdressing industry in the United States, Lucian Miess identified an opportunity to build a more structured Romanian salon business.

  Action taken

  Miess created the GETT'S brand and opened the first GETT'S Hair Studio in Bucharest.

  Aftermath

  The initial salon became the foundation for a multi-format network operated by Ingo Trade.

  Initial investment. US$25,000 (1997 launch)

  Source

1. 1GETT'S — Wikipediaen.wikipedia.org