Town Brookhaven 'Perfect' For New Waxing Business

European Wax Center is in the process of becoming one of Town Brookhaven's newest tenants. Here are Five Questions with Jason Cohen, who is bringing the retailer to Town Brookhaven.

1. So tell us about this new Town Brookhaven business.

Cohen: We couldn’t be more excited about this venture and to be opening this spring in Town Brookhaven.

We had the option to open anywhere in Atlanta and felt Town Brookhaven was the best location for this business. European Wax Center was recently named the America’s fastest growing franchise by Inc. Magazine and we are the first national brand to exclusively provide waxing.  

We provide luxury services at affordable prices making high quality waxing services accessible to everyone. European Wax Center’s unique COMFORT WAX™ is revolutionizing the industry. The wax, imported from Paris, France, is made from all-natural beeswax and together with European Wax Center’s exclusive 4-step skincare process means a much less painful experience and longer lasting results.

Also, because all we do is waxing, our wax associates are the best at what they do which translates to our guests receiving exceptional services quicker.

Finally, there is no company that has higher hygiene standards so our guests know that every time they come to European Wax Center, they are going to be in a beautiful, clean, safe, and comfortable environment.

2. Care to share anything about your background?

Cohen: I'm the co-owner, president and chief revenue officer of Atlanta EWC Group. I've been in enterprise software sales for over 15 years. I'm proud to serve on the Ron Clark Academy PR and marketing committee.

My partner, Pete Forsstrom, is co-owner, president and COO of Atlanta EWC Group. He was born in Stockholm, Sweden, and moved to the U.S. with his family at age 14. He attended Emory University after which he decided to remain in Atlanta. Forsstrom is currently chief operating officer of Macquarium Intelligent Communications, an Atlanta-based interactive agency.

3. What's your timetable for opening?  

Cohen: Our goal is to be open in May. We then plan to open our second location in Buckhead within the next 12 months.

4. Any specials that you'll be offering in conjunction with your grand opening?

Cohen: Absolutely! First, everyone always receives a complimentary wax the first time they visit a European Wax Center. However, we are currently inviting people to join our Grand Opening VIP Guest List. By registering, they'll be invited to our Premier Week, where pending availability, they will be able to receive unlimited free waxing. They will also be invited to our Grand opening party at Noche in Town Brookhaven.

For those who are interested in registering for our Grand Opening VIP Guest List then can visit: http://waxcenter.com/ga-atlanta-town-brookhaven and complete the online registration.

5. Finally, why Town Brookhaven specifically, and Brookhaven, GA, in general?

Cohen: We love Brookhaven and especially Town Brookhaven. Why Brookhaven in general? We think it is already a great area that is only getting better and continuing to grow. Brookhaven has a great mix of professionals in a concentrated area who care about wellness, fitness, and personal appearance. Town Brookhaven is perfect for us. We love that it is a mixed-use community with not only fantastic anchor tenants but all other great businesses that complement ours.