High street beauty brand to open multiple new locations across the UK: 'Huge moment!'

Patrick O'Donnell
Sun, 05 Apr 2026 23:01:02 +0000

A growing beauty brand is set to expand to 10 new locations in a win for British high streets.

Hero Brands, the company behind German Doner Kebab and the Sidemen-backed restaurant chain Sides, is venturing into the beauty industry for the first time through a new partnership with blow-dry specialist Duck & Dry.

The deal marks a significant diversification for the restaurant backer, which currently operates across more than 190 locations worldwide spanning media, licensing, lifestyle and food and beverage sectors.

This strategic move will support Duck & Dry's ambitious growth plans, with the salon brand targeting 10 new UK locations during 2026.

The partnership represents Hero Brands' entry into an entirely new consumer category as it seeks to expand its portfolio beyond hospitality.

Duck & Dry has recently launched new salons at The Whiteley development in Notting Hill and within John Lewis on Oxford Street.

The brand's London expansion will continue with a forthcoming opening at Battersea Power Station, further cementing its presence across the capital.

According to the business, the partnership with Hero Brands is designed to provide the infrastructure and resources necessary to accelerate this growth trajectory.

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The hope is to transform Duck & Dry from a founder-led operation into a partnership-powered enterprise capable of scaling nationally and internationally.

Athif Sarwar, chairman at Hero Brands, said: "Beauty is a category we've long seen potential in, and Duck & Dry is the perfect partner for Hero Brands' entry into the space."

He added: "Their creativity and cultural pull align with our ambition to build the next generation of consumer brands. This move unlocks major potential to take Duck & Dry from a salon brand to a full consumer lifestyle experience."

Yulia Rorstrom, chief executive and founder at Duck & Dry, described the agreement as "a huge moment" for the company.

She said: "With Hero Brands behind us, we're ready to bring the Duck & Dry to more people across the UK and beyond."

This latest development on the high street comes amid widespread store closures that have had a significant impact on the economy.

The Centre of Retail Research predicted that as many as 17,000 shops could close throughout 2025, and October is set to add to this figure with numerous closures for the likes of Poundland, Halifax, and New Look.

Factors such as increasing business costs, shifts in shopping habits to online, increased competition, and higher taxes are all combining to create one of the toughest retail climates we have seen.