Hero Brands Diversifies into Beauty with Duck & Dry Partnership
In a strategic move to broaden its portfolio, restaurant backer Hero Brands has announced its first expansion into the beauty sector through a partnership with blow-dry chain Duck & Dry. This deal, revealed on Monday 06 April 2026, marks a significant shift for Hero Brands, which has traditionally focused on media, licensing, lifestyle, and food and beverage brands.
Ambitious Expansion Plans for Duck & Dry
The partnership is set to fuel an ambitious expansion programme for Duck & Dry, with plans to open 10 new stores across the United Kingdom within the current year. This growth initiative builds on recent openings, including sites in Notting Hill's The Whiteley development and John Lewis Oxford Street. Additionally, a new location is scheduled to launch soon at Battersea Power Station, further solidifying the brand's presence in London.
This expansion represents a major step for Duck & Dry as it aims to transition from a salon-focused brand to a comprehensive consumer lifestyle experience. The deal provides the scale and support necessary to drive these growth ambitions, leveraging Hero Brands' expertise in building consumer-focused enterprises.
Strategic Insights from Leadership
Athif Sarwar, chairman at Hero Brands, expressed enthusiasm about the venture, stating, "Beauty is a category we've long seen potential in, and Duck & Dry is the perfect partner for Hero Brands' entry into the space. 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, highlighted the significance of the partnership, saying, "This is a huge moment for us. Moving from founder-led to partnership-powered gives Duck & Dry the strength and scale to grow without losing the creativity and confidence that make us who we are. With Hero Brands behind us, we're ready to bring Duck & Dry to more people across the UK and beyond."
Background and Implications
Hero Brands, which operates over 190 locations globally, is known for its diverse portfolio that includes popular chains such as German Doner Kebab and the Sidemen-backed Sides. This partnership not only diversifies Hero Brands' offerings but also positions Duck & Dry for accelerated growth in the competitive beauty market.
The collaboration underscores a trend of cross-industry partnerships aimed at leveraging complementary strengths to capture new market opportunities. As Duck & Dry expands its footprint, this deal could set a precedent for similar ventures in the beauty and lifestyle sectors.
