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on us,” he said. “We have an open concept
office here. We don’t have any managers on
the floor. We are a team. There is an immense
amount of responsibility put on each person,
but they deliver.”
He is also thankful for the loyalty of his cli-
ents such as ULTA, Masello Salon Services, and
AMI-CO. Looking ahead Morello highlights
the importance of flexibility and adaptability.
Backstage’s expansion plan for the next few
years is based on brand acquisition. This will
involve pushing more products through its
current established distribution channels by
growing SKU count, as well as opening up re-
ceivables to retail space by partnering to sup-
ply various retail and professional networking
channels— basically growing wide and deep.
Backstage is looking to grow various layers of
revenue. The company currently sells to pro
distributors, major salon chain outfits, B2B
through an online order portal, retail, mass
retail, and markets and sells on QVC and the
Shopping Channel.
“Our performance-oriented system suits the
circumstances and landscape of the current
industry. A more industrial approach would
have been great years ago, but things are
changing. We are a lot more flexible for that
change, more than anyone else,” said Morello.
“What we continue to be focused
on, and what matters to our
clients, is innovation.”
