A hair and beauty salon in Swindon, The Den, is celebrating a significant milestone—its 20th anniversary. Established on May 13, 2005, by owner Denis La Touche and manager Sue Edwards, the salon has become a beloved part of the Penhill community. Despite facing rising rents, a cost of living crisis, and industry changes, the business has thrived thanks to the loyal support of the local community.
The Den, now located on Beechcroft Road in Upper Stratton, has become a staple for its regular customers and newcomers alike. Over the years, the salon has adapted to evolving client needs, including an increased demand for hair coloring and beauty services. With Kelsey Walls now managing alongside Denis and Sue, the salon is staffed by a dedicated team of seven. Notably, Quaver, the salon dog, has been part of the family throughout the years, adding a warm, welcoming vibe to the business.
Denis shared the story of the salon’s founding, recalling how Sue was made redundant from her previous job in Gorse Hill, which sparked the idea of opening a new salon. They found an affordable space and took a leap of faith. Nearly a decade ago, they moved the salon to its current location after facing a significant rent hike at their old spot.
The Den’s long-term success can be attributed to the team’s hard work and the strong family atmosphere they’ve cultivated over the years. The staff, who even take yearly holidays abroad together, have built lasting relationships with clients of all ages. Loyal customers from the original location have played a key role in the salon’s continued success.
As the business looks to the future, Denis, Sue, and Kelsey are committed to keeping The Den running as long as possible, despite uncertainties around their lease renewal. Denis, who plans to retire in the coming years, hopes to travel with Quaver, confident that the salon will remain in good hands.
The Den’s 20th anniversary celebration was marked in style, showcasing their resilience and dedication to both their craft and their community.
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