German consumer goods firm Henkel has opened a new headquarters for its haircare division in Culver City, California.

The new location integrates Henkel’s North American professional haircare brands, which include Alterna Haircare, Kenra Professional, #mydentity, PRAVANA, Schwarzkopf Professional and Sexy Hair.

Kenra Professional, Sexy Hair and Alterna Haircare were added to the firm’s portfolio in 2014 and the brand also acquired PRAVANA from Nattura Laboratories last year.

“This is one of several opportunities that allow for increased innovation across our beauty care hair professional brands by maximising employee knowledge and best practices.”

Henkel’s beauty care hair professional North America regional head Stefan Mund said: “By bringing together operations, we will further strengthen our footprint in the US, as well as our overall Henkel culture, which is the catalyst for cross-company knowledge sharing and collaboration.”

The new headquarters will integrate all the brands to one location in Culver City, supported by warehouses in Chatsworth and Indianapolis. In addition, nearly 200 new employees will be hired by Q2 2018.

The new headquarters features a loft style and open working spaces. It will house multi-branded learning centre Academy of Hair, which is expected to open in the Q2 of this year.

The Academy of Hair facilitates Henkel’s employees to educate and demonstrate product usage. It also provides testing and colour bar services, in addition to a digital lab for photo / video shoots or live broadcasts of demonstrations and training.

Mund further added: “This is one of several opportunities that allow for increased innovation across our beauty care hair professional brands by maximising employee knowledge and best practices while maintaining what makes each unique.”