Treatwell acquires Salonized; plans to expand b2b retail offer

Treatwell-acquires-Salonized-plans-to-expand-b2b-retail-offer.jpg
Image: Getty (Getty Images)

The salon booking service shares more on its future expansion plans...

Treatwell, the hair and beauty booking platform that’s headquartered in London, has just fully acquired Salonized, a Dutch salon software company. 

In July 2021 the UK-based company made an initial investment in Salonized and now it has fully bought it and plans to merge Salonized’s product, team and expertise into the Treatwell Group, ready for expansion.  

Amsterdam-based Salonized is market leader in salon software in the Netherlands and Belgium and currently supports over 15,000 salons across Europe.  

The company said that each month it facilitates over two million salon appointments and takes over €140m in gross merchandise volume annually.  

In early 2024, it launched Salonized Pay, a proprietary in person payments solution which is currently being used by over 600 salons. 

“Salonized is the market leader in salon software in the Netherlands, which is a key market for us,” explained Treatwell Group's chief marketing officer, Joanna Christie, when speaking about the acquisition.  

“It has a very strong product, team and salon supply network which will bring weight and density to the marketplace meaning that more clients can find their perfect salon easier than ever before,” she continued.   

Treatwell, which launched in 2008 as booking platform Wahanda, was the first hair and beauty booking marketplace in Europe and still retains its leadership position as first-to-market today.  

The company arms salons with salon management software, payment products and its b2b retail offering ‘Treatwell Store’. 

It was purchased by Luxembourg-based fund Real Web in 2020 and has a focus on digital marketplaces across Europe. 

According to Treatwell, it invests tens of millions of Euros in marketing hair and beauty salons and is the only player that operates across 13 markets in Europe. 

The founder of Real Web, and chairman of the Treatwell Board, Andrea Piccioni, said he was pleased to add a strong local player in the Netherlands market.  

“The integration within the Treatwell family is meant to empower more functionalities and accelerate our investments in the Benelux Region,” he stated.  

Launching into new markets & expanding ‘store product’ 

Meanwhile Christie revealed to CosmeticsDesign-Europe that Treatwell will be launching into two new markets in the next three months: Latvia and Estonia and is also expanding its ‘Store product’, which is a B2B retail offering, across other markets too.  

“Salons can buy wholesale directly through Treatwell, benefiting from better margins,” she explained. “But currently this is only available in France.”  

“Treatwell continues to invest more than any other business in driving customers into hair and beauty salons across Europe,” concluded Christie. 

 “With 85% of Treatwell salons being small independent businesses, this is an incredibly important mission and one that is made even more stronger given this acquisition.”