Rodeo Hair Concept

What Rodeo Hair Concept does

Rodeo Hair Concept is a privately held Danish hair salon chain founded in April 2015 in Frederiksberg, Copenhagen. The company operates 13 directly owned salons across Copenhagen, Frederiksberg, Kongens Lyngby, and Aarhus, employing nearly 100 stylists organized in a four-tier ladder from Junior Stylist to Art Director. Services span haircuts, coloring, balayage, extensions, beard trims, bridal styling, and children's cuts, with pricing varying by stylist seniority and no-show/peak surcharges disclosed on the public price list. Retail product sales include professional brands such as KEVIN.MURPHY, Kérastase, L'Oréal Professionnel, Living Proof, GHD, Reuzel, and the proprietary RODEO X BY VILAIN line co-developed with By Vilain.

The business runs on the Zenoti salon management and booking platform, augmented by a proprietary RODEO mobile app on iOS and Android for appointment booking, membership management, loyalty tracking, and referral code sharing. A customer-facing webshop (rodeoshop.dk) sells retail products with a 20% Vennekort member discount. The Vennekort membership program is the central retention mechanism: priced at 149 kr annually or 19 kr monthly, it offers 20% off services and products, 1 loyalty point per krone spent, a referral program (35% off first cut for new customers and the referrer), and access to RODEO & Friends partner discounts and member-only events.

Revenue is generated through three streams: (1) per-visit salon services priced by stylist level, (2) recurring Vennekort membership subscriptions, and (3) retail haircare product sales. The go-to-market is direct-to-consumer via physical salons, the RODEO app, the Zenoti booking site, and the webshop, supported by organic social (Instagram, Facebook, TikTok) and a structured referral program. RODEO reports it is the largest hairdressing chain in Copenhagen, the highest-rated hair salon in Denmark on Trustpilot, and has over 20,000 Vennekort members adding ~100 per day, with 9 of 10 in-salon customers holding a membership.

Name

Rodeo Hair Concept

Legal name

Rodeo Hair Concept

Website

https://rodeo.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Rodeo Hair Concept is a privately held Danish premium hair salon chain operating 13 owned locations across Copenhagen, Frederiksby, Lyngby, and Aarhus, serving individual consumers with haircuts, color, styling, and retail haircare under a paid Vennekort membership loyalty program.

Ownership category

akta.pro rank

Product category

Hair Salon Services

NAICS

Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Coloring & Highlights Services (HSALAAAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Hair salon services
• Professional haircare
• Hair coloring treatments
• Loyalty membership program
• Mobile booking app

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Haircut and Styling Services: Core service revenue from haircuts, coloring, and styling treatments. Services priced by stylist level (Junior Stylist, Stylist, Master Stylist, Art Director).
2. RODEO Vennekort Membership: Recurring membership revenue from 149 kr annual or 19 kr monthly subscriptions. Provides 20% discount on all treatments and products, loyalty points, and access to exclusive events and partner discounts.
3. Hair Care Products: Sale of professional hair care products including KEVIN.MURPHY, Kérastase, L'Oréal, Living Proof, GHD, Nordic Hair Contrast, Reuzel, and RODEO's own product line.
4. Specialty Treatments: Revenue from advanced treatments including extensions, balayage, color services, hair treatments, and bridal services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Rodeo Hair Concept operates a chain of 13 hair salons across Copenhagen, Frederiksberg, Lyngby, and Aarhus offering professional haircuts, coloring, balayage, extensions, beard services, bridal styling, and brow/lash treatments priced by stylist tier (Junior Stylist through Art Director). The salons also retail professional hair care products from brands such as KEVIN.MURPHY, Kérastase, L'Oréal Professionnel, Living Proof, GHD, Reuzel, and its own RODEO X BY VILAIN line, supported by a 20,000+ member Vennekort loyalty subscription.

Product overview

RODEO is a Danish hair salon chain offering a unified salon experience across 13 locations in Copenhagen, Lyngby, and Aarhus. The core offering consists of professional hairdressing services (cuts, coloring, extensions, styling) powered by the RODEO Vennekort membership program which provides 20% discounts and loyalty benefits. Supporting products include the RODEO App for booking and account management, the RODEO Webshop for product sales, RODEO Rewards monthly lottery, RODEO & Friends partner discount network, and the exclusive RODEO X BY VILIAN product line. The ecosystem is unified through the RODEO Academy for staff training, all accessible via their mobile app and physical salon locations.

Differentiator

Problem solved

Functional benefit

Brands

• RODEO X By Vilain: Exclusive product line launched in 2023 in partnership with By Vilain, focused on promoting healthy scalp and hair, including shampoo, conditioner, wax, and tonic.

Products and services

• Hair Salon Services Professional hairdressing services including haircuts, coloring, balayage, extensions, beard cuts, brow and lash tinting, blowouts, and bridal hair styling for men, women, and children. Priced by stylist tier (Junior Stylist through Art Director).
• RODEO Vennekort Membership Subscription membership priced at 149 kr per year or 19 kr per month, providing 20% discount on all treatments and products, loyalty point accumulation (1 point per krone), referral benefits, and access to exclusive member events. Over 20,000 members enrolled, with 100 new members joining daily.
• RODEO Mobile App Mobile application for iOS and Android enabling appointment booking, membership management, loyalty point tracking, and access to referral codes.
• RODEO Webshop Online retail platform (rodeoshop.dk) for purchasing professional hair care products including KEVIN.MURPHY, Kérastase, L'Oréal, Living Proof, GHD, Nordic Hair Contrast, Reuzel, and RODEO's own product line, with 20% discount for Vennekort members.
• RODEO X BY VILAIN Product Line Exclusive proprietary hair care product line co-developed with By Vilain, including shampoo, conditioner, wax, and tonic focused on promoting healthy scalp and hair. Sold exclusively in RODEO salons and online webshop.
• RODEO & Friends Partner Discount Network Partner discount network providing Vennekort members exclusive discounts at selected partner businesses including restaurants, bars, cinemas, webshops, and health/beauty services (e.g., WeDO 10%, Norrlyst 18%, Breathe 15%, BigBio 15%, Sauna House 30%).
• RODEO Rewards Monthly Lottery Monthly prize draw for Vennekort members where 5 winners are drawn each month to win prizes including free treatments, professional hair products, concert tickets, festival experiences, and Tivoli/Friheden season passes.
• RODEO Gift Cards Gift card system available for purchase through the Zenoti-powered booking platform, enabling customers to gift salon treatments to others.
• RODEO Academy Training and education academy providing comprehensive courses and workshops for employees and apprentices covering the latest hair styling trends, techniques, and professional certifications.

Quantifiable outcome

• 20,000+ Vennekort members with 100 new members joining daily
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• By VilaincoreStrategic or Co-development Partner · 1 January 2023Co-development partnership for RODEO X BY VILAIN exclusive hair care product line. Products focus on promoting healthy scalp and hair. Sold exclusively in RODEO salons and online shop. Represents significant proprietary brand expansion.
• RODEO AcademycoreStrategic or Co-development Partner · 1 January 2021Internal training and education platform launched in 2021. Provides comprehensive training and education for employees and trainees. Ensures all stylists are updated with latest trends and techniques in hairdressing.
• RODEO & Friends PartnersminorGTM or Marketing PartnerNetwork of partner businesses offering exclusive discounts to RODEO Vennekort members. Includes restaurants, bars, cinemas, health/beauty services, and lifestyle businesses. Examples: WeDO (10%), Norrlyst (18%), Breathe (15%), BigBio (15%), Sauna House (30% on sauna gus), and 30+ other partners.
• ZenoticoreTechnology or IntegrationSalon management and booking platform provider. Zenoti powers the booking system, point-of-sale, customer management, and gift card/membership sales for all RODEO locations.
• L'Oréal ProfessionnelminorGTM or Marketing PartnerProducts partner offering professional hair care products. RODEO stylists use L'Oréal products and some staff have completed L'Oréal Color Master courses.
• KérastaseminorGTM or Marketing PartnerExclusive professional hair care brand, only sold in RODEO Aarhus locations. Premium product line for professional use and retail.
• Sauna HouseminorGTM or Marketing PartnerWellness partner offering exclusive discounts on sauna gus experiences for RODEO Vennekort members. Joint events hosted featuring complimentary sauna gus and hair treatments.
• BigBio CinemasminorGTM or Marketing PartnerEntertainment partner offering 15% discount at BigBio cinemas for RODEO Vennekort members. Joint events like Ladies Night film premieres with popcorn, bubbles, and goodie bags.

Scale indicators6 records

Recent moves21 records

Expansion highlights6 records

Emerging players

• Glamsquad: On-demand mobile beauty services platform delivering stylists to customers. Represents an emerging alternative distribution model that competes for the same end consumer via app-based booking.
• Drybar: US-based chain specializing in blowouts and styling with a strong retail product line. Comparable in chain-store roll-out playbook, branding-led marketing, and product extension beyond core service.

Broad incumbents

• Jean Louis David: Established European hairdressing franchise chain with hundreds of salons. Comparable chain economics, franchise model and consumer brand approach to RODEO's premium positioning.
• Toni&Guy: Global hairdressing franchise chain offering cuts, color and styling through company-owned and franchised salons. Direct strategic analogue at scale: multi-location chain, tiered stylist pricing, and branded retail product lines.
• Franck Provost: Large French-headquartered European salon chain known for premium positioning and branded services. Directly comparable on chain size, premium pricing structure, and retail product strategy.

Others

• Treatwell: European online beauty and hair salon marketplace. Indirect peer: not a competing salon chain but a customer-acquisition channel and competitive threat that aggregates bookings from independents and chains.
• Zenoti: Salon and spa management software platform used by RODEO across all 13 locations for booking, POS and customer management. Not a competitor but the core operational technology vendor on which RODEO's service delivery depends.
• By Vilain: Danish men's hair styling and grooming brand partnered with RODEO since 2023 on the RODEO X BY VILAIN product line. Adjacent product partner rather than salon competitor, but represents a comparable independent brand in the Danish hair styling category.

Direct peers

• By Werliin: Danish hairdressing concept and salon chain that competes with RODEO for premium appointments, stylist talent and the same Copenhagen customer base. Comparable in scale, positioning, and target demographic.
• Lars Hair & Beauty: Danish multi-location hair salon group operating in the same Copenhagen premium segment as RODEO, with overlapping stylist/customer pool and comparable tiered-pricing strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rodeocph
• Instagraminstagram.com/rodeo_hairconcept
• TikToktiktok.com/@rodeo.hairconcept
• LinkedInlinkedin.com/company/rodeo-cph

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rodeo Hair Concept