2008 Short Term Merchant of the Year
Xtras sells a selection of full head wigs, hair extensions and accessories. The products can be purchased off-the-shelf or made-to-order and are available in human hair or a synthetic substitute.
Having identified this niche market, the company has achieved its success through the methods it has chosen to manage its units, its selling techniques and the ways in which the wide product range is merchandised. Xtras also offers a bespoke service that provides every customer with a unique and personal experience. A standard hairpiece can be cut, stitched to clips and be ready to collect within just 30 minutes.
Customers can have the hairpiece attached while they are at the RMU, and many people are so delighted that they ask for ‘before and after' photos. As a result of this hands-on and convenient service there is always a buzz around an Xtras unit.
Underlying this is a professional approach to retailing. Staff training is periodically updated and monitored, and the corporate clothing and packaging adds to the corporate ethos.
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