Technological innovation can be a global differentiator.
The Gharieni Group takes a different approach, focusing on technological innovation as its global differentiator.“ Innovation is at the heart of the Gharieni brand, shaping its longterm strategy and identity,” states CEO and founder Sammy Gharieni. With more than 30 years of delivering premium equipment and adapting to evolving client needs, the company has positioned itself at the forefront of spa technology evolution through its cutting-edge Metawell portfolio of mind / body wellness technologies, now present in more than 100 countries.
THE GLOBAL-LOCAL BALANCE: Creating Consistency While Embracing Cultural Nuance Perhaps the most delicate challenge in international expansion is maintaining brand consistency while sensitively adapting to local preferences— what industry insiders often call“ glocalization.”
BABOR implements a sophisticated dual approach centered on immersive spa design and treatment protocols with room for customization.“ BABOR’ s new store design translates the essence of our German expert skincare brand into a customer journey,” explains Waller.“ This scalable concept seamlessly integrates our unique offerings of expert analysis, consultation and treatment experiences at every touchpoint.” A signature treatment, the BABOR Expert Method, provides consistent brand recognition worldwide while allowing for local adaptation.“ It is science-backed as it uses the expertise of six massage and health therapies— ranging from Kneipp therapy, reflexology, traditional Chinese medicine, classical massage therapy to connective tissue massage and lymphatic drainage,” Waller notes, adding this core protocol can be customized for specific properties, such as the bespoke“ Ocean Bliss” treatment created for the JW Marriott Kaafu Atoll Island Resort.
Natura Bissé maintains what Fisas calls“ core pillars we never compromise on,” ensuring a consistent identity worldwide. These non-negotiable elements include formulation excellence, transformative results and sensorial luxury. However, the company invests heavily in local expertise.“ We surround ourselves with strong local teams who understand what makes us unique while tailoring our approach to regional preferences,” she explains. This approach has been particularly successful in addressing market-specific skincare concerns:“ In some regions, clients are highly focused on concerns like dark spots, while in others, the priority is luminosity and an even skin tone.”
Gharieni emphasizes the importance of embedding core values into all communications while allowing for regional adaptation.“ Beyond operational leadership, a successful leader must be a respected industry influencer, shaping wellness standards and fostering strategic partnerships that drive innovation,” notes Gharieni. The company maintains consistent visual identity and messaging to safeguard global brand recognition while collaborating with local experts to ensure cultural relevance in each market.
STRATEGIC MARKET SELECTION: Beyond Simply“ Placing Flags on a Map” The spa executives share a remarkably similar philosophy on strategic market selection: Expansion must be purposeful and sustainable, not merely about conquest.
BABOR employs what Waller describes as a“ top-tier strategy,” partnering with leading hospitality groups rather than trying to be everywhere at once.“ We forge collaborations with leading industry players such as the Marriott Group, Woodhouse Spas and luxury properties within the Hilton Group,” he explains. This targeted approach allows for quality control, with operations currently concentrated in the U. S., Germany, Austria, Switzerland and select Asian destinations, particularly Bali,“ renowned as the spa capital of the world.” The company is refreshingly candid about its current limitations:“ Our global brand awareness and distribution capabilities still vary globally. That is why, for now, we are focusing on the regions mentioned above.”
Natura Bissé takes an equally measured approach to expansion.“ For us, expansion isn’ t about placing flags on a map— it’ s about truly understanding a market and ensuring we can do things exceptionally well wherever we go,” asserts
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