UK high streets are set to welcome a growing beauty brand as it expands to 10 new locations this year. Hero Brands, which owns German Doner Kebab and restaurant chain Sides, is breaking into the beauty industry in a new partnership with blow-dry specialist Duck & Dry, supporting the salon’s growth goals.

The recent development comes amid a time when high streets are seeing more and more store closures, as the industry suffers from rising costs and shifting consumer habits. Though the companies remain ambitious with their expansion goals across sectors and the globe.

Duck & Dry recently opened new salons at The Whiteley development in Notting Hill and within John Lewis on Oxford Street, and it is expected to continue expanding, with a forthcoming opening at Battersea Power Station.

According to the business, the deal with Hero Brands is designed to provide the infrastructure and resources necessary to accelerate this growth trajectory.

It is hoped that Duck & Dry will go from a founder-led company to one that can expand both nationally and internationally.

The partnership also marks diversification for Hero Brands, which spans various sectors including media, licensing, lifestyle and food and beverage in more than 190 locations.

Entering the beauty industry will open up the firm to a completely new consumer group.

Athif Sarwar, chairman at Hero Brands, said: “Beauty is a category we’ve long seen potential in, and Duck & Dry is the perfect partner for Hero Brands’ entry into the space.”

He added: “Their creativity and cultural pull align with our ambition to build the next generation of consumer brands. This move unlocks major potential to take Duck & Dry from a salon brand to a full consumer lifestyle experience.”

Yulia Rorstrom, chief executive and founder at Duck & Dry, described the agreement as “a huge moment” for the company.

She said: “With Hero Brands behind us, we’re ready to bring the Duck & Dry to more people across the UK and beyond.”