Hair removal firm Completely Bare re-launches with a new name in New York

Hair removal company Completely Bare has been rebranded as Spruce & Bond as it re-launches as a lifestyle brand.

The New York-based company plans to expand to new markets, channels, and categories and explore pop-up shops, express locations, at-home services and shop-in-shops.

Founded in 1998, Completely Bare specialises in hair removal through wax, laser and brows.

The company currently performs around 5,000 treatments a month, where 50% are wax, 33% laser and 17% brow. It expects to undertake more than 10,000 treatments a month in the next 12 months.

Spruce & Bond plans to invest around $20m in the next five years to expand to new markets and evolve into a lifestyle brand. It will open five new locations and invest up to $3m on the re-launch, marketing, and advertising, in 2015.

Private investment firm Kuzari Group will increase its equity investment in the company. The group made its first investment in Spruce & Bond in 2012.

As part of the relaunch, Kuzari has recruited a new senior team including CEO Justin Joffe and CMO Sarah Bennett.

Joffe said: "We are tremendously excited about the future of the brand.

"Our mission is to deliver the best experience for our customers and make hair removal something that you can actually look forward to."