Competitor Profiles
Detailed analysis of 7+ direct competitors including pricing, occupancy, and amenities.
Overview
This document profiles all identified salon suite competitors within the South Riding, VA trade area (15-mile radius). Competitors are categorized as:
- Direct Competitors (6): Within 10-mile primary trade area, full profiles
- Adjacent Market Competitors (5): Within 10-15 mile radius, summary profiles
Critical Finding: No salon suite operator exists in South Riding itself. The nearest competitor is Sola Salon Studios in Chantilly at approximately 4 miles. Centreville (pop. 71,885), which is immediately adjacent to South Riding, also has zero salon suite operators. This represents a significant gap.
Pricing Summary
| Competitor | Location | Weekly Rate | Occupancy | Confidence |
|---|---|---|---|---|
| Sola Salon Studios | Chantilly (4 mi) | Not disclosed | Unknown (new, leasing up) | LOW |
| Salon Lofts (2 locations) | Sterling (8 mi) | Not disclosed | Unknown | LOW |
| Blue Salon Suites | Sterling (8 mi) | Not disclosed | Unknown | LOW |
| Sola Salon Studios (Riverside) | Ashburn (10 mi) | Not disclosed | Unknown | LOW |
| Sola Salon Studios (Loudoun Station) | Ashburn (11 mi) | Not disclosed | Unknown | LOW |
| Phenix Salon Suites | Ashburn (11 mi) | "Affordable" (est. $250-375/wk) | Unknown | LOW |
Note: Most Northern Virginia salon suite operators do not publicly disclose pricing. Estimates are based on DC metro market data and franchise benchmarks.
Direct Competitors (Full Profiles)
1. Sola Salon Studios, Chantilly
Basic Information
| Attribute | Details |
|---|---|
| Name | Sola Salon Studios |
| Location | 13920 Metrotech Drive, Space 13920, Chantilly, VA 20151 |
| Distance from South Riding | ~4 miles |
| Operator | Corporate-owned (not franchised) |
| Business Model | National franchise (corporate location) |
| Opened | March 2025 |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | 48 suites |
| Suite Configurations | Private individual suites |
| Location Type | Commercial/retail center (Metrotech Drive corridor) |
| Visibility | Moderate, set within commercial park |
| Parking | Shared lot |
Pricing
| Tier | Weekly Rate | Monthly Equivalent |
|---|---|---|
| Starting Rate | Not publicly disclosed | Unknown |
| Premium/Larger | Not publicly disclosed | Unknown |
Current Promotions:
- First 2 weeks free
- Custom painting included
- Free liability insurance for first year
Occupancy Status
| Status | Details |
|---|---|
| Current Occupancy | Unknown (opened March 2025, likely still in lease-up) |
| Waitlist | Unknown |
| Availability | Likely has openings (newly opened facility) |
Amenities Included
| Category | Amenities |
|---|---|
| Suite Features | Shampoo bowl, styling chair, private suite |
| Access | 24/7 building access |
| Technology | WiFi included |
| Utilities | All utilities included |
Target Professionals
- Hairstylists
- Estheticians
- Nail technicians
- Massage therapists
- General beauty professionals
Strengths
- Closest Competitor - Only 4 miles from South Riding, nearest salon suites option
- Brand Recognition - Sola is the largest national salon suites franchise (700+ locations)
- Scale - 48 suites is a substantial facility
- Corporate Resources - Corporate-owned location has deep pockets for marketing and promotions
- Aggressive Launch Promotions - Free weeks, insurance, and custom painting lower barrier to entry
Weaknesses
- Newly Opened - No established community or reputation yet in this location
- Corporate Model - Less personalized, less local flexibility
- Not in South Riding - 4-mile distance may deter South Riding and Centreville professionals
- Commercial Park Location - Less retail foot traffic than a shopping center
- Lease-Up Phase - Still building occupancy, unclear demand signal
Strategic Notes
- PRIMARY competitor to watch. Closest facility to South Riding.
- Corporate ownership (not franchise) means Sola is investing directly in this market, a strong demand signal.
- Their aggressive promotions suggest they are actively competing for tenants in lease-up phase.
- 48 suites is large for a new location; may take 12-18 months to stabilize occupancy.
- Sola opening a corporate location here validates the South Riding/Chantilly market opportunity.
2. Salon Lofts, Sterling Cascades (2 Locations)
Basic Information
| Attribute | Details |
|---|---|
| Name | Salon Lofts (Cascades I and Cascades II) |
| Location | 21435 Epicerie Plaza, Suite 100 (Cascades I) AND Suite 145 (Cascades II), Sterling, VA 20164 |
| Distance from South Riding | ~8 miles |
| Operator | National franchise |
| Business Model | Franchise |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | Unknown (two locations in same plaza) |
| Suite Configurations | Private lofts |
| Location Type | Cascades retail plaza (Epicerie Plaza) |
| Visibility | Good, retail area with foot traffic |
| Parking | Shared lot |
Pricing
| Tier | Weekly Rate | Monthly Equivalent |
|---|---|---|
| Starting Rate | Not publicly disclosed | Unknown |
| Premium/Larger | Not publicly disclosed | Unknown |
Occupancy Status
| Status | Details |
|---|---|
| Current Occupancy | Unknown |
| Waitlist | Unknown |
| Availability | Unknown |
Key Observations
- Two locations in the same plaza is a strong demand signal for the Sterling/Cascades area
- Salon Lofts has the most total locations in the NoVA region (4-5 within 15 miles)
- National franchise with established marketing and operational systems
Strengths
- Dual Location - Two facilities in one plaza indicates strong demand and successful operations
- Franchise Scale - Salon Lofts is a well-known national brand
- Cascades Location - Sterling/Cascades is a dense, affluent suburban area
- Proven Demand - Expansion to second location validates market
Weaknesses
- Distance - 8 miles from South Riding, different trade area
- Sterling Market - Serves Sterling/Cascades residents, limited overlap with South Riding
- Franchise Constraints - Limited local customization
- Unknown Pricing - Cannot assess competitiveness
Strategic Notes
- Sterling/Cascades is a salon suite hotspot with 3 operators (Salon Lofts x2, Blue Salon Suites)
- Dual Salon Lofts locations confirm demand exceeds single-facility capacity
- Salon Lofts professionals who live closer to South Riding/Centreville could be prospects
3. Blue Salon Suites, Sterling
Basic Information
| Attribute | Details |
|---|---|
| Name | Blue Salon Suites |
| Location | 21430 Cedar Drive, Suite 214, Sterling, VA 20164 |
| Distance from South Riding | ~8 miles |
| Phone | 703-430-2583 |
| Operator | Independent operator (not a franchise) |
| Business Model | Independent |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | Unknown |
| Suite Configurations | Fully furnished luxury suites |
| Location Type | Commercial (Cedar Drive) |
| Parking | Unknown |
Pricing
| Tier | Weekly Rate | Monthly Equivalent |
|---|---|---|
| Starting Rate | Not publicly disclosed | Unknown |
Amenities Included
| Category | Amenities |
|---|---|
| Suite Features | Fully furnished luxury suites |
| Utilities | All utilities included |
| Shared Facilities | Large guest lounge, member's lounge |
Target Professionals
- Hairstylists
- Estheticians
- Massage therapists
- Nail technicians
Strengths
- Independent Operator - Local flexibility, no franchise fees
- Luxury Positioning - "Fully furnished luxury suites" suggests premium experience
- Dual Lounges - Guest lounge AND member's lounge is a unique amenity
- Sterling Location - In the same trade cluster as Salon Lofts
Weaknesses
- Limited Brand Recognition - Independent with no franchise marketing support
- Distance - 8 miles from South Riding
- Unknown Scale - Suite count and occupancy not publicly available
- Competing with Franchises - Salon Lofts has two locations in same area
Strategic Notes
- Important as a local independent competitor model (similar to Luxa's planned approach)
- Demonstrates that independent operators can compete against national franchises in NoVA
- Luxury positioning with member amenities (lounges) is a differentiator worth studying
- Competes directly with Salon Lofts for Sterling/Cascades market
4. Sola Salon Studios, Ashburn (Riverside Square)
Basic Information
| Attribute | Details |
|---|---|
| Name | Sola Salon Studios, Riverside Square |
| Location | 19945 Riverside Commons Plaza, Suite 150, Ashburn, VA 20147 |
| Distance from South Riding | ~10 miles |
| Business Model | National franchise |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | 32 studios |
| Suite Configurations | Private individual studios |
| Location Type | Riverside Commons Plaza retail center |
Pricing
| Tier | Weekly Rate | Monthly Equivalent |
|---|---|---|
| Starting Rate | Not publicly disclosed | Unknown |
Current Promotions:
- First 2 weeks free
- Custom painting included
- Free liability insurance for first year
Strategic Notes
- One of two Sola locations in Ashburn (demonstrates demand depth)
- 32 studios is a mid-size facility
- Same promotions as Chantilly location (corporate standard)
- Ashburn market is farther from South Riding, different primary trade area
5. Sola Salon Studios, Ashburn (Loudoun Station)
Basic Information
| Attribute | Details |
|---|---|
| Name | Sola Salon Studios, Loudoun Station |
| Location | 22114 Gramercy Park Drive, Suite 130, Ashburn, VA 20147 |
| Distance from South Riding | ~11 miles |
| Contact | Tanay Jones, (703) 420-3111 |
| Business Model | National franchise |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | 35 studios |
| Suite Configurations | Private individual studios |
| Location Type | Loudoun Station mixed-use development |
Strategic Notes
- Second Sola in Ashburn, confirming strong demand in Loudoun County
- 35 studios adds significant supply to the Ashburn submarket
- Loudoun Station is a newer, walkable development with strong demographics
- Named contact (Tanay Jones) suggests active leasing operations
6. Phenix Salon Suites, Ashburn (One Loudoun)
Basic Information
| Attribute | Details |
|---|---|
| Name | Phenix Salon Suites |
| Location | 44751 Brimfield Drive, Ashburn, VA 20147 |
| Distance from South Riding | ~11 miles |
| Phone | (347) 474-5602 |
| Business Model | National franchise |
Facility Details
| Attribute | Details |
|---|---|
| Suite Count | 50 suites (LARGEST single facility in trade area) |
| Suite Configurations | Individual suites |
| Location Type | One Loudoun mixed-use development (premium location) |
Pricing
| Tier | Weekly Rate | Monthly Equivalent |
|---|---|---|
| Starting Rate | "Affordable lease rates" (not disclosed) | Unknown |
| Lease Terms | Month-to-month available | Flexible |
Amenities Included
| Category | Amenities |
|---|---|
| Suite Features | Individual suites, full amenities |
| Technology | WiFi included |
| Security | 24-hour video surveillance |
| Access | 24/7 building access |
| Laundry | Free laundry |
| Education | Free continuing education |
| Benefits | Maternity leave policy |
Target Professionals
- Hairstylists
- Estheticians
- Nail technicians
- Massage therapists
- General beauty professionals
Strengths
- Largest Facility - 50 suites makes this the biggest single location within 15 miles
- One Loudoun Location - Premier mixed-use development with high foot traffic
- Month-to-Month - Flexible lease terms lower commitment barrier
- Unique Benefits - Free education and maternity leave are unusual differentiators
- Comprehensive Amenities - Free laundry, 24/7 surveillance, WiFi
Weaknesses
- Distance - 11 miles from South Riding
- Scale Risk - 50 suites is substantial capacity to fill
- One Loudoun Premium - Location likely commands higher rents
- Franchise Constraints - Limited local flexibility
Strategic Notes
- Largest single-location competitor in the trade area
- Phenix's unique benefits (education, maternity leave) raise the amenity bar
- One Loudoun is a premium address; pricing likely reflects this
- Month-to-month option is a competitive feature worth noting for Luxa's lease structure
Adjacent Market Competitors (Summary Profiles)
7. Sola Salon Studios, Reston (Plaza America)
| Attribute | Details |
|---|---|
| Location | 11674 Plaza America Drive, Suite B, Reston, VA 20190 |
| Distance | ~12 miles from South Riding |
| Suite Count | 63 suites |
| Operator | Corporate-owned (not franchised) |
| Opened | March 2025 |
Strategic Notes:
- Largest Sola location in the area (63 suites)
- Corporate-owned like Chantilly, both opened March 2025
- Sola opening two corporate locations simultaneously signals major investment in NoVA
- Reston serves a different primary market (Reston/Herndon corridor)
- 63 suites adds massive supply to regional market
8. Salon Nordine and Spa Suites, Gainesville
| Attribute | Details |
|---|---|
| Location | 7530 Old Linton Hall Road, Gainesville, VA 20155 |
| Distance | ~12 miles from South Riding |
| Operator | Independent regional operator |
| Other Locations | Fairfax, VA |
Strategic Notes:
- Independent regional operator (similar model to Luxa)
- Multiple locations suggest proven independent operator success in NoVA
- Gainesville serves the I-66 corridor west of South Riding
- Worth studying as a model for independent multi-location growth
9. MY SALON Suite, Manassas
| Attribute | Details |
|---|---|
| Location | 10370 Festival Lane, Manassas, VA 20109 |
| Distance | ~12 miles from South Riding |
| Phone | 571-303-0090 |
| Business Model | National franchise |
Strategic Notes:
- National franchise with strong marketing presence
- Manassas serves the Prince William County market
- Festival Lane location is a commercial corridor
- Farthest south competitor, captures a different demographic
10. Salon Lofts, Virginia Gateway (Gainesville)
| Attribute | Details |
|---|---|
| Location | 13289 Gateway Center Drive, Gainesville, VA 20155 |
| Distance | ~13 miles from South Riding |
| Business Model | National franchise (Salon Lofts) |
Strategic Notes:
- Third Salon Lofts location within 15 miles (plus two in Sterling)
- Gainesville/Virginia Gateway is a growing retail corridor
- Confirms Salon Lofts' aggressive expansion strategy in NoVA
11. Salon Lofts, Village at Leesburg
| Attribute | Details |
|---|---|
| Location | 1601 Village Market Blvd, Suite 100, Leesburg, VA 20175 |
| Distance | ~13 miles from South Riding |
| Business Model | National franchise (Salon Lofts) |
Strategic Notes:
- Fourth Salon Lofts location in trade area
- Village at Leesburg is an upscale shopping destination
- Serves northern Loudoun County market
- Furthest north competitor
Supply Summary
Direct Trade Area (within 10 miles)
| Competitor | Location | Est. Suites | Status | Confidence |
|---|---|---|---|---|
| Sola Salon Studios | Chantilly (4 mi) | 48 | Leasing up (new) | MEDIUM |
| Salon Lofts (2 loc.) | Sterling (8 mi) | Unknown | Unknown | LOW |
| Blue Salon Suites | Sterling (8 mi) | Unknown | Unknown | LOW |
| Sola Salon Studios | Ashburn Riverside (10 mi) | 32 | Unknown | MEDIUM |
| Sola Salon Studios | Ashburn Loudoun Stn (11 mi) | 35 | Unknown | MEDIUM |
| Phenix Salon Suites | Ashburn One Loudoun (11 mi) | 50 | Unknown | MEDIUM |
| TOTAL (known) | 165+ |
Adjacent Market (10-15 mile radius)
| Competitor | Location | Est. Suites | Status | Confidence |
|---|---|---|---|---|
| Sola Salon Studios | Reston (12 mi) | 63 | Leasing up (new) | MEDIUM |
| Salon Nordine | Gainesville (12 mi) | Unknown | Unknown | LOW |
| MY SALON Suite | Manassas (12 mi) | Unknown | Unknown | LOW |
| Salon Lofts | Gainesville (13 mi) | Unknown | Unknown | LOW |
| Salon Lofts | Leesburg (13 mi) | Unknown | Unknown | LOW |
| TOTAL (known) | 63+ |
Combined Supply
| Area | Known Suites | Operators | Key Observation |
|---|---|---|---|
| Direct Trade Area (10 mi) | 165+ | 6 operators | No operator in South Riding or Centreville |
| Adjacent Market (10-15 mi) | 63+ | 5 operators | Salon Lofts dominates with 4 locations |
| TOTAL REGIONAL | 228+ | 11 operators | Heavy franchise presence, few independents |
Key Competitive Insights
Market Structure
| Observation | Evidence |
|---|---|
| Franchise Dominated | Sola (5 locations), Salon Lofts (4 locations), Phenix (1), MY SALON Suite (1) |
| Few Independents | Only Blue Salon Suites (Sterling) and Salon Nordine (Gainesville) |
| No South Riding Operator | Zero salon suites in South Riding or Centreville (combined pop. ~100K+) |
| Sola Corporate Expansion | Two corporate-owned locations opened March 2025 (Chantilly, Reston) |
| Sterling Hotspot | Three operators clustered in Sterling/Cascades area |
Geographic Gap Analysis
| Area | Population | Salon Suite Operators | Gap Assessment |
|---|---|---|---|
| South Riding | ~30,000 | 0 | SIGNIFICANT GAP |
| Centreville | 71,885 | 0 | SIGNIFICANT GAP |
| Chantilly | ~23,000 | 1 (Sola, new) | Underserved |
| Sterling/Cascades | ~30,000 | 3 operators | Well-served |
| Ashburn | ~50,000 | 3 operators | Well-served |
| Reston | ~63,000 | 1 (Sola, new) | Moderate |
Critical Insight: South Riding and Centreville together represent over 100,000 residents with zero salon suite operators. This is the largest underserved pocket in the western Fairfax/Loudoun corridor.
Pricing Intelligence
| Data Point | Finding | Confidence |
|---|---|---|
| Publicly disclosed pricing | Almost none. Most NoVA operators do not publish rates. | HIGH |
| Estimated NoVA suburban range | $200-$375/week | MEDIUM |
| DC metro premium range | $300-$900/week | MEDIUM |
| Phenix description | "Affordable lease rates" | LOW (marketing language) |
| South Riding median HH income | $190,000 | HIGH |
| Premium pricing support | High income demographics support $300-$400/week | MEDIUM |
Competitive Intensity by Factor
| Factor | Intensity | Notes |
|---|---|---|
| Pricing | UNKNOWN | Lack of public pricing data makes assessment difficult |
| Location (South Riding) | VERY LOW | No competitor in South Riding or Centreville |
| Amenities | MEDIUM | Similar offerings across franchise operators |
| Service Model | LOW | Franchise operators offer standardized experience |
| Brand | HIGH | National franchises dominate (Sola, Salon Lofts, Phenix) |
| New Supply | HIGH | Sola added 111 suites in 2025 (Chantilly + Reston) |
Immediate Opportunities
- Geographic Monopoly - No salon suites exist in South Riding or Centreville, creating a first-mover opportunity
- Sola Validation - Sola's corporate investment in Chantilly confirms market demand
- Independent Positioning - Only 2 of 11 operators are independent; room for personalized, local alternative
- Centreville Gap - 71,885 residents with no salon suite option
- Affluent Demographics - $190K median HH income supports premium pricing
Document created: 2026-01-17 Data sources: Competitor websites, Google Maps, franchise directories, market research Confidence: MEDIUM for suite counts, LOW for pricing/occupancy (most operators do not disclose)
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