Groomers Martin Mawson and Lee Hollingsworth have taken canine chic to a whole new level with the opening of their new salon. Never mind the X factor this really is the wow factor!
To create a lifestyle for fabulous dogs has always been Martin and Lee’s vision from the outset when they first set up Furst Class Lounge in 2010 in their garage. Although small, it was perfectly formed and Martin and Lee’s talent to create something special was clearly evident. Nearly four years on and through sheer hard work and dedication they have fulfilled their dream and feel that the new Furst Class Lounge finally reflects what they want to do. It would be fair to say it has not all been plain sailing. To start with they had to find the right premises that would provide the space they were after and the parking. Finally, through a lead from one of their customers, they found a new build light industrial unit at the planning stages. They then had to apply for change of use, which took a frustrating eight weeks to come through. Then came the daunting prospect of
working with a completely blank canvas and making decisions on the fundamentals such as where the water supply should come in and where all the electrics should go. Eighteen months down the line and with the help of local husband and wife designers Nemus who converted Martin and Lee’s ‘back of a fag packet design’ they have produced something truly inspirational. “The designers were quick to grasp our brief,” says Lee. “They understood just the kind of thing we wanted and they have helped by adding their own creative input into things like the display systems.” “We wanted to create something beautiful and something customers really want,” adds Martin. “From our flying jobs with BA we know what people aspire too and that’s what we wanted to reflect.” Martin and Lee also consulted PIF and Heavenlyz for advice to help make sure they got everything right, especially on the health and safety front. First impressions as you walk through the door are of a luxury hotel reception combined with an uber-chic and trendy London boutique.
The top-end and innovative products are displayed to their best advantage in eye- catching ways, which invite customers to browse. A seating and coffee-making area means people can relax while they wait for their dogs to be groomed in the adjoining salon. It also gives Martin and Lee the chance to sit down and discuss any issues concerning clients’ dogs in a more informal way.
The grooming salon itself is equally inspiring with a central work hub and workstations radiating from it. A separate bathing room with different bathing systems caters for all types and ages of dog from puppies to the infirm. With its exposed heating and lighting system and polished concrete floor it represents cutting edge modern interior design yet it is dog friendly and functional with its easy-clean floor and white walls that reflect the light and a ventilation system to ensure the temperature is always right for the dogs. In addition to the boutique and the salon they have also created a mezzanine floor, which contains a kitchen and an ideal
space for demonstrations, seminars and training days. “We are slap bang in the middle of the country so ideally situated for many groomers,” says Lee. “In the future we aim to hold some events for fellow groomers to network with other groomers and learn from some of the best groomers in the country.” Martin and Lee may have taken grooming to another level in the design of their new salon but their ethos remains exactly the same which is to encourage responsible pet ownership through working in partnership with their clients. Their experience at BA has made them experts in customer service and they recognise that each owner thinks their dog is the most important so they devote as much time to the owners as they do to their dogs. This gives them the opportunity to educate owners about looking after their dogs’ coats between grooms. They remain as passionate as ever about grooming and strive to make sure they are delivering the best possible service they can, fitting in extra specialist training days and working towards their diplomas. They have also taken on an extra member of staff, Rebecca, who does the bathing and prep work,
allowing Martin and Lee to concentrate on the grooming. Despite their hectic schedules they have created a relaxed and happy ambience throughout, helped by aromatherapy oils or incense. “We like to use aromatherapy ourselves and I am sure it helps relax the dogs,” says Martin. In a short time Martin and Lee have created a very successful and unique business but more than that, they have taken professional dog grooming to an aspirational level. Anyone thinking of going into the grooming industry would be well-advised to go and visit to see their stunning new salon