AClean Mix
Bath and body products made to order. That’s the appeal of Bath Junkie, which allows shoppers to customize their products by scent and color. The concept is the brainchild of mother-and-daughter team Judy Zimmer and Jocelyn Murray, who opened their first store, called Soap Opera, in 1996.
The decision in 2000 to grow the company largely through franchising led to a name change. The combination of minimal inventory, low overhead and relatively high profit margins fueled the company’s growth. Today, Bath Junkie has 61 locations, including five corporate-owned stores, across the country.
While the format has gone through some fine-tuning since its inception, the basic formula remains the same. The customer selects the base product (there are 60 in all, from bath oils to body scrubs to lotions), and then is directed toward the fragrance bar, where she can mix-and-match from 200 different fragrance oils.
Next stop is the mixing bar, where the base product and selected oils are blended together. The customer also gets to select from one of 15 different tints, all natural-based food colorings. The company boasts that its formulas are safe for even the most sensitive skin and are never tested on animals. Also, most are free of parabens, mineral oil, alcohol and sulfites.
In recent years, Bath Junkie has come out of the tub and beauty closet and expanded its offerings to include custom-scentable home-cleaning products, pet-care items and men’s products. It also is celebrating the opening of its first Manhattan location and looking at new areas of expansion. Chain Store Age editor Marianne Wilson spoke with co-founder Murray about the company and its strategy.
Where did the idea for Bath Junkie originate?
I had sensitive skin and was motivated to create a line of products that I could use. As we expanded, we broadened our line to other categories, such as pet care and home cleaning. Our goal is to have every part of life smell like a rose—or whatever scent the customer chooses.
How would you describe the stores?
We call them a soda fountain for bath and body products. Depending on the product, we use restaurant-size salad bowls and malt-mixers, and everything is mixed up right in front of the customers. So there is a lot of energy and activity—something is always going on. There is a real sense of theater in the stores.
In addition, our stores offer special party packages, from birthday parties to bridal showers to corporate events.
What’s your average footprint?
About 1,200 sq. ft., although we have locations as small as 700 sq. ft. and as large as 2,500 sq. ft. Each store is custom designed, with the cabinetry and workstations built to the specific store configuration.
How do the price points run? What about average purchase?
Our blend-in products run from $5 to $35. Franchisees also have the option of carrying optional spa-accessory items, such as robes and the like, which run higher. As for average purchase, we find that people typically spend about $50 per store visit.
What does the average store do in terms of volume?
On average, about $10,000 to $17,000 per month. But our stores in larger markets are doing upwards of $17,000 to $35,000 a month.
Is there a typical Bath Junkie franchisee?
The concept appeals to women mostly. Some of our owners worked in a corporate field and now want to do their own thing.
What’s the cost for a franchisee to get up and running?
Depending on the location, about $110,000 to $210,000, which includes inventory and the build-out.
How do you maintain quality among your franchisees?
We have a lot of compliance checks, and we provide great training. But in general, maintaining the integrity of our concept hasn’t been a big problem at all. The people who buy a Bath Junkie franchise tend to be devoted Bath Junkie fans. They are interested in maintaining the quality and uniqueness.
Do you visit the stores much?
Yes. Both my mother and I visit the stores without telling anyone we’re coming. Most of the time, we are very pleased with what we find. If not, we let the franchisee know. There is no pulling any punches, especially with my mom.
What types of locations do you look for?
Lifestyle centers and upscale shopping malls. Tourist venues are also appealing.
How has the recession affected your business?
Like everyone else, we’ve experienced lower overall sales, although we are starting to see a rebound. I think people are starting to feel a little less nervous. But the recession has also impacted us in that banks are not making small business loans. So while the interest level of potential franchisees remains very high, the ones that are opening mostly have their own money.
Are you finding greater real estate deals in this environment?
Yes, we’ve been very pleased. Landlords are also listening more closely when leases are up and it’s time to renegotiate.
What’s the expansion strategy?
We have 10 stores on the books to open this year.
What is your greatest business challenge?
It’s the banks, specifically getting them to give credit.
And your greatest opportunity?
Partnering. In fall 2008, we opened a 500-sq.-ft. in-store Beauty Junkie shop in the cosmetics department at Dillard’s, in Fayetteville, Ark. It’s a test, but we hope to expand it to other markets and partner with other major retailers this way. We offer something unique in that there is no one else who does what we do. In addition to being unique, our concept is attractive because it can bring a sense of theater to a cosmetics department.
Looking back, if you could do one thing different with regard to the business, what would it be?
Nothing. When I think back on the obstacles and problems we’ve encountered, I wouldn’t change a thing. It’s all been an amazing learning experience and made us a better, stronger company. The same goes for the current recession. I hate that it is happening, but it has put a fire under every single Bath Junkie employee. Everyone is pumped.