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business elite canada
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SEPT/OCT 2014
drop shipment solution known as HT Portal
Order. This eliminates clients (many of whom
are salons) from acquiring any capital in in-
ventory to facilitate a sale.
•
Market with an economical and versatile
salon merchandizing system known as Linear
Display, which includes curriculum to educate
salons to better retail.
•
To be focused to serve partner distributors
with educational, technical and sales support.
In the case of the revolutionary KeraStraight
– a NON FORMY hair smoothing treatment
system, Morello recalls that Backstage was
able to establish exclusivity when most other
companies had the used carcinogenic formal-
dehyde in their products and were subject to
class action lawsuits.
“We found a different ingredient to produce
the same results,” said Morello. “Health Can-
ada and the European Union were banning a
product used that contained formaldehyde at
the time, so we pretty much intercepted a big
market.”
Throughout the company’s development,
Morello credits Backstage’s competitive ad-
vantage to being performance oriented and
having the flexibility to react to situations more
quickly than those companies pre-established
in traditional ways. “We run circles around
our competition in that regard and companies
like to partner with us because they can rely
