Spa Resources International expands to Asian region

SRI has set the standards for the spa and wellness industry in the region for over a decade now. It
Besides increasing SRI's visibility outside the Middle East, the new partnership with a well-established, prominent player in the Asian market opens out a range of possibilities to the Middle Eastern spa and wellness industry.

Asia has long been looked at as the Spa capital of the world, with its eclectic styles, exotic treatments and breathtaking resorts much sought after by residents of the region. SRI's association with the PAUA Group thereby opens up a gateway into the Asian market, which is welcome news for a region that has a long-standing love affair with the wellness industry.

"The agreement brings together two beacons of the spa industry operating from two of the most prominent financial hubs in the world, Dubai and Hong Kong. The advantages and possibilities it opens out for our distribution networks are enormous," said Ms. Daniella Russell Director of Wafi Health & Leisure, SRI's parent group.

"Besides the well established networks, what makes this partnership all the more feasible is the fact that both groups shared a common philosophy. Both SRI and the PAUA Group have a strong commitment towards professional, result-driven treatments and the provision of the highest quality of beauty education and distribution services to the industry. This commonality in thought and action will help a great deal in taking this association forward," she added.

Ms. Russell and Mr Brian Hayes, the CEO of MKM Group, the umbrella brand of Wafi Health and Leisure, will be board members of the PAUA Group in Asia.

Created in 2003 by the merger of the Beautiful Skin Centre Group and the Frederique Group, the PAUA Group is a market leader in Asia. Its eclectic range of services includes operating spas, providing spa management, spa consultancy, spa education and spa product distribution to the well-being and beauty business industry across the continent. Established names such as The Elemis Day Spa, The Beautiful Skin Centre, The Frederique Spa, The Victorian Spa, The Well Being Centre, The Frederique Academy, PAUA Consultancy and PAUA Supplies are all subsidiary companies of the PAUA Group.

Spa Resources International on the other hand is a household name in the Middle East. A part of the Wafi Health & Leisure Group, the Spa Resources International umbrella includes Pyramids Health & Leisure - the Gulf's premier health and leisure complex. Pyramids Health & Leisure includes Cleopatra's Spa, Dubai's largest day spa, the fitness-centric Pharaoh's Club, and the stylish Hair@Pyramids hair salon. The Cleopatra Beauty Institute, which is the Middle East's first internationally endorsed beauty and holistic training institute.

Prior to the partnership, both groups already had a lot more in common, like the leadership position in their respective markets, Elemis distribution and a familiar philosophy. Now, with a partnership on paper, the sky is the limit for these pioneering groups. The major beneficiaries, as per the nature of this industry, will be the people of the region, who can now expect a whole new level of spa and wellness services that will bloom from this association.