Deepest Everyday Tan

Celsius Franchising, Inc. (Leawood, Kan.) has negotiated a deal to open a tanning salon in 12 more Wal-Mart Supercenters around the country. The first Celsius Tannery opened in the Salina, Kan., Wal-Mart in September.

The additional salons are planned to open in selected Wal-Mart locations in other states within six months, according to Mimi Rosenberg, corporate director of franchise development.

The 896-square-foot areas will feature nine beds and what Celsius calls its patented “three-level Sequential Tanning System.” Maximum tan time is 10 minutes. Though the Supercenters are open 24 hours, the salons expect to be open from 6 a.m. to midnight.

Prior to the Wal-Mart deal, Celsius'core business was the 17 tannery franchises in the greater Kansas City area that it had opened up in its first six years in business. The company also markets a line of private label Celsius Tannery salon products.

According to the International Smart Tan Network, more than 27 million Americans use tanning salons. “Tanning can go to a whole new level,” says Rosenberg, “now that we'll have the opportunity to raise the degree of acceptance–as well as credibility–of the industry.

“If you're not a tanner, you might be hesitant to go into a salon. But when you're waiting in the checkout line, peering across 25 registers, and you see a faint neon purple glow coming out of an immaculate store with professional employees and gorgeous product displays–you'll be more apt to walk through that door.”