Marilyn Monroe Spas, that creates spa experiences inspired by the iconic actress, has partnered with La Vida Investment Holding to expand its concept internationally with a series of new franchises all over India.
“Marilyn Monroe is globally recognized as one of the most famous female celebrities of all time. Her unique blend of beauty, talent and humor has an enormous influence on pop culture, resonating with millennials who make up nearly 85 percent of her fan base,” says Corey Salter, executive vice president, celebrity and entertainment, Authentic Brands Group (ABG). The estate of Marilyn Monroe is owned by ABG.
“We are thrilled to be expanding this partnership throughout India, a country whose population makes up approximately 3 percent of Marilyn’s social following and one in which Marilyn Monroe remains a constant trending topic on Twitter.” he added.
The master licensing agreement between Marilyn Monroe Spas and La Vida calls for the development of 250 locations over 10 years and will include a small number of units owned and operated by La Vida, with the rest being operated by local franchisees.
Marilyn Monroe Spa locations in India will include both standalone day-spa concepts as well as locations within hotels and resorts. The first locations, which will be La Vida owned and operated, are expected to open in Delhi and Mumbai during the second half of 2017 with additional locations targeted for other major metropolitan areas including Bangalore, Chennai and Hyderabad, among others.
Marilyn Monroe Spas, which launched in 2014, currently operates in a number of locations across the U.S. in California, Florida, Hawaii and New York as well as large- and small-format spas, both directly operated and franchised, in California, Florida and Texas.
The agreement with La Videa is Marilyn Monroe Spas’ first international franchise agreement with several others currently being explored.
