EdwardsAndCo
EdwardsAndCo is a privately held Australian premium hair salon chain founded by Jaye Edwards, operating salons in Sydney and Brisbane and an e-commerce storefront selling the proprietary JAYE Haircare line alongside 225+ third-party professional haircare brands, with a stylist education program.
- Company typePrivate
- Founded2013
- HeadquartersSurry Hills, New South Wales, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What EdwardsAndCo does
EdwardsAndCo is a privately held Australian premium hair salon operator founded by Jaye Edwards, legally structured as @ The Company Pty Ltd (ACN 159 206 676). The company delivers high-end hair services, including signature blonde and balayage, dynamic and 'future-proof' colour, signature styling, and human hair extensions, primarily through boutique salons in premium Australian locations, with active online booking for Kippax Street (Surry Hills, Sydney) and Fortitude Valley (Brisbane). Additional stores in Melbourne (Fitzroy and Prahran) are referenced in the company's history and brand scale commentary, but only two salons are currently presented as bookable on the website.
The business runs three revenue streams: in-salon professional services, product retail via an owned Shopify e-commerce storefront carrying 225+ SKUs across premium third-party brands (Oribe, Virtue Labs, Christophe Robin, K18, ColorWOW, Redken, O&M, Eleven Australia, and others) alongside the proprietary JAYE Haircare line, and EdwardsAndCo Education, a bespoke training program for external stylists. There is no proprietary technology platform; the technology stack is built on third-party SaaS for booking (Fresha), payments (Shopify, Afterpay, Zip Pay, PayPal, EWay, major card networks, Apple Pay, Google Pay), and commerce. The company is founder-owned, with no external institutional investment or public shareholders disclosed, and reports compliance with the Australian Privacy Principles under the Privacy Act 1988 (Cth).
EdwardsAndCo firmographics
Firmographics- Name
- EdwardsAndCo
- Legal name
- @ The Company Pty Ltd ACN 159 206 676 trading as EdwardsAndCo
- Website
- https://edwardsandco.com.au
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EdwardsAndCo is a privately held Australian premium hair salon chain founded by Jaye Edwards, operating salons in Sydney and Brisbane and an e-commerce storefront selling the proprietary JAYE Haircare line alongside 225+ third-party professional haircare brands, with a stylist education program.
- Ownership category
- akta.pro rank
EdwardsAndCo industry classification
Industry- Product category
- Hair Salon Services
- NAICS
- Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Hair Extensions & Weaves Services (HSALAAAG)
- akta.pro secondary industries
- Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Beauty & Personal Care Omnichannel (CRAFAEAB)
Keywords
Where EdwardsAndCo is headquartered
LocationHeadquarters
- HQ city
- Surry Hills, New South Wales
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
EdwardsAndCo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Salon Services: Revenue from hair colouring, styling, cuts, and extension services across two salon locations. Services include blonde & balayage, dynamic colour, signature styling, and hair extensions. Consultation-based pricing.
- Product Retail: Sale of professional haircare products through e-commerce platform. Products include shampoos, conditioners, treatments, and styling products from branded partners.
- Education Programs: EdwardsAndCo Education programs for professional stylists seeking to develop skills through bespoke training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Professional hair services with customized pricing |
| Unit Pricing | Pay-as-you-go | Professional haircare products |
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
EdwardsAndCo product offering
Product offeringCore offering
EdwardsAndCo is a premium Australian hair salon brand that delivers in-salon hair services (blonde and balayage colouring, dynamic colour, signature styling, and hair extensions) across physical locations in Sydney and Brisbane, supplemented by a direct-to-consumer e-commerce storefront selling its own Jaye Haircare line and curated third-party professional haircare brands. The company also operates EdwardsAndCo Education programs providing bespoke training for hair professionals.
Product overview
EdwardsAndCo is a premium Australian hair salon chain operating multi-location salons in Sydney and Brisbane, offering hair coloring services (Blonde & Balayage, Dynamic Colour), Signature Styling, and Hair Extensions. The company operates an e-commerce platform selling professional haircare products across two categories: their proprietary JAYE Haircare brand (Invisible Hydration line) and curated third-party professional brands including Virtue Labs, Christophe Robin, Oribe, ColorWOW, O&M, Eleven Australia, Qiqi, Malibu C, K18, Robe, Redken, Epres, and Three Warriors. The product portfolio spans shampoos, conditioners, treatments, styling products, and hair extensions, with services available at Kippax Street (Surry Hills) and Fortitude Valley (Brisbane) salon locations, plus EdwardsAndCo Education programs for professional development.
Differentiator
Problem solved
Functional benefit
Brands
- Jaye Haircare: Proprietary haircare and tool line created by founder Jaye Edwards, sold exclusively through EdwardsAndCo retail channels.
Products and services
- Blonde & Balayage Services Expert hair colouring services including Bright Blonde, Signature Blonde, Blonde Transformations, Lived In Blonde, and Balayage techniques delivered at EdwardsAndCo salons for adult clients.
- Dynamic Colour Services Hair colouring services including Brunettes, Copper, and Future Proof Colour techniques designed to grow out naturally while maintaining tone and shine.
- Signature Styling Services Professional haircuts and blow-dry styling services designed to enhance hair movement, volume, and longevity for individual clients.
- Hair Extensions Services Premium hair extension services using ethically sourced human hair, including Slim Line & Skin Wefts, K-Tips, Tape, I-Tip, and Mini Beaded methods, with consultation-based pricing.
- Jaye Haircare Product Line Proprietary haircare line featuring the Invisible Hydration collection including Shampoo, Conditioner, Treatment, Dry Texture Spray, and Defrizz & Fatten Cream designed for lightweight hydration and styling. Sold exclusively through EdwardsAndCo.
- EdwardsAndCo Education Programs Bespoke education programs for hair professionals to develop skills in EdwardsAndCo techniques and methodologies.
- Salon Gift Cards Digital gift vouchers available for purchase online for salon services at Kippax Street and Fortitude Valley locations, valid for three years from purchase.
Companies that use EdwardsAndCo
Customer profileSegments2 records
Ideal customer profiles2 records
EdwardsAndCo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
EdwardsAndCo partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
EdwardsAndCo competitors and assessment
Company assessmentEmerging players
- Eleven Australia: Australian professional haircare brand carried by EdwardsAndCo retail, competing in the premium Australian haircare segment and targeting stylists and consumers with overlapping positioning.
- Original & Mineral (O&M): Australian professional haircare brand carried by EdwardsAndCo retail, competing in the same premium positioning and overlapping stylist and consumer base in the Australian market.
Broad incumbents
- Wella Professionals: Major professional salon brand (under Coty) offering haircare, color, and stylist education globally. Comparable as a broad incumbent competing with EdwardsAndCo for premium salon partnerships and stylist mindshare.
- L'Oréal Professionnel: Leading professional salon brand offering haircare products, in-salon color services, and stylist education. Comparable as a broad incumbent competing with EdwardsAndCo across both retail product assortment and salon service credibility.
- Schwarzkopf Professional: Major professional salon brand owned by Henkel, offering haircare products and stylist education. Comparable as a broader incumbent in the premium salon haircare market that EdwardsAndCo competes against via its own product line and curated retail assortment.
- Aveda: Owned by Estée Lauder, Aveda operates a salon-grade haircare product portfolio, its own network of concept salons, and extensive education programs. Comparable as a broader incumbent in the premium salon haircare space where EdwardsAndCo competes.
Direct peers
- Vidal Sassoon: Heritage premium salon brand (now part of Wella) known for signature cutting techniques and stylist education. Comparable to EdwardsAndCo's technique-led premium positioning and emphasis on named, proprietary methodologies.
- R+Co: Premium American haircare brand founded by salon industry veterans, offering a multi-product retail assortment and salon partnerships. Comparable to EdwardsAndCo's premium multi-brand retail approach and salon-anchored brand identity.
- Sachajuan: Premium Scandinavian haircare brand with a salon background and signature formulations sold through premium salons. Comparable to EdwardsAndCo's premium positioning and own-brand Jaye Haircare strategy targeting stylists and consumers.
- Toni&Guy: Global premium hair salon chain with a strong education/academy program and own-brand products. Directly comparable to EdwardsAndCo's premium salon positioning, bespoke stylist training, and multi-channel brand monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
EdwardsAndCo social profiles
Digital presenceEdwardsAndCo compliance and trust
Trust signalCompliance1 record
EdwardsAndCo financial estimates
Financial estimateRevenue estimate
Valuation estimate
EdwardsAndCo leadership team
Management profileNumber of profiles
Profiles1 record
EdwardsAndCo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EdwardsAndCo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EdwardsAndCo
What does EdwardsAndCo do?
EdwardsAndCo is a premium Australian hair salon brand that delivers in-salon hair services (blonde and balayage colouring, dynamic colour, signature styling, and hair extensions) across physical locations in Sydney and Brisbane, supplemented by a direct-to-consumer e-commerce storefront selling its own Jaye Haircare line and curated third-party professional haircare brands. The company also operates EdwardsAndCo Education programs providing bespoke training for hair professionals.
Is EdwardsAndCo a public or private company?
EdwardsAndCo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EdwardsAndCo founded?
EdwardsAndCo was founded in 2013. It employs 11 to 50 people.
Where is EdwardsAndCo based?
EdwardsAndCo is headquartered in Surry Hills, New South Wales, Australia, in the Oceania region.
How does EdwardsAndCo make money?
Three revenue lines are on record. Salon Services are the primary driver. The others are product Retail and education Programs.
Who are EdwardsAndCo's main competitors?
Emerging players on record are Eleven Australia and Original & Mineral (O&M). Broad incumbents are Wella Professionals, L'Oréal Professionnel, Schwarzkopf Professional and Aveda. Direct peers are Vidal Sassoon, R+Co, Sachajuan and Toni&Guy.
Does EdwardsAndCo have an API?
No public API is recorded for EdwardsAndCo.
What industry is EdwardsAndCo in?
EdwardsAndCo's product category is Hair Salon Services. Its primary akta.pro industry code is HSALAAAG, Hair Extensions & Weaves Services, with a secondary code of CRABABAK, Professional/Salon Haircare (Backbar & Retail). Its NAICS code is 812112 and its SIC code is 5940.