DC Strategy case study/legal | Lattouf International

Lattouf International is the creation of well-known hair stylist Joseph Lattouf. Since the Lattouf International company was formed in October 1990 the business has been an instant success. Since then franchises have started operating in Melton, Spencer Street, Greensborough and Doncaster. Lattouf International specialises in offering hair care services at the high-end of the retail market, priding itself on the exclusivity of its services and their high trained staff.

The immeasurable success that Lattouf International stores have achieved in the high-end hair care services is mirrored by the success of The Hairhouse Warehouse in a broader spectrum. The Hairhouse Warehouse, another Lattouf family creation, has built up the same reputation that the Lattouf International brand has, but catering to a much broader market, focusing on providing quality services and industry products at a reasonable price.

As an emerging retail and franchise network, Lattouf International required specialised legal information regarding its rights and obligations in operating a franchise. This included assistance in preparing a Disclsoure Document and Franchise Agreement as well as becoming aware of what their role as franchisor would entail. The challenge was to create franchise documentation specific to the needs of Lattouf International that would be used as a platform on which the franchise network would be built. The documenation had to be simple enough that franchisees could understand what was required of them, but with a sufficient level of detail to ensure that all requirements under the Franchising Code of Conduct were satisified.

DC Strategy developed a set of documents tailored to the needs of Lattouf International. This involved not just knowing the business but fully understanding the long term goals of the company and the kind of franchise network it wanted to create. With lines of communication between lawyer and client open it became a simpler matter of translating the distinctive Lattouf concept into a franchise network. Documents were drafted which could be used for every franchise, with the need for only minor adjustments, helping reduce the time and expense associated with granting a franchise. Further Lattouf International were integrated into the DC Strategy intranet system, so they could access up to date information about the progress of franchise agreements with ease.

Lattouf International now have a fully operational and successful franchise system in place. They continue to dominate the high-end hair services sector and in conjunction with Hairhouse Warehouse they have the market fully covered. The franchise network having now established the appropriate documentation, is able to grant franchisees with the comfort of knowing the strength of the underling legal structure and they are able to monitor their progression through the intranet. The legal structure and processes developed have played an integral part in protecting and enhancing the value of the business.