Townhouse, the London-based premium nail salon brand, has signed a development agreement to open 40 franchised salons across Italy, marking one of the company’s most significant international expansion moves since its founding in 2018. The first location is expected to open in Milan, with additional salons planned for major Italian cities.
The company currently operates more than 45 locations across Europe and the United States and has positioned itself in the premium beauty segment through a combination of elevated salon design, proprietary technology, and strict hygiene standards. Executives say the Italian rollout is intended to bring a more standardized and upscale salon experience to a market that remains highly fragmented.
Townhouse is partnering with PRCNX Italia S.r.l., a beauty and wellness investment group with experience in multi-unit development. The agreement gives PRCNX responsibility for developing the Italian network and supporting local franchise partners as the brand expands beyond Milan. The structure reflects Townhouse’s preference for working with experienced regional operators when entering new markets.
Founder Juanita Huber-Millet described the agreement as a major milestone for the company’s European growth strategy. PRCNX chairman Ivan Marandola said the goal is to build a network capable of delivering a consistent premium experience across multiple cities, beginning with Milan and extending to other key urban markets over time.
Analysts say the move reflects a broader trend among premium beauty brands seeking scale through franchising rather than company-owned expansion. Italy’s large beauty market, strong fashion culture, and concentration of affluent urban consumers make it an attractive target for international salon operators looking to establish a long-term presence.
As franchise systems expand across borders, maintaining operational consistency becomes increasingly important. Through Gorilla Dash, brands can organize training materials, procedures, and operational guidance using the Knowledge Base, helping multi-location operators deliver a more standardized customer experience while supporting franchisees in new markets.