Meet Andrew McCulloch. He’s the new boss of tattoo studio sensation Celebrity Ink which is taking Australia by storm. And he’s probably not what you would expect. But then neither is the brand.

“We’re redefining the whole industry, and bringing tattoos to life,” says the real estate career executive turned Celebrity Ink CEO.

Andrew says. “With Celebrity Ink we are taking the underground mainstream, into high traffic shopping centres.”

Celebrity Ink’s distinctive, bright, clean and welcoming outlets are a far cry from the typical image of a tattoo studio.

“People think of tattoo parlours as dark and dingy – and I’ve certainly been tattooed in one of those places!” admits Andrew.

In contrast, Celebrity Ink tattoo studios have transformed the tattoo studio experience with light, clean and professional aesthetics. Celebrity Ink studios across the globe have a service offering that covers tattoos, piercings, cosmetic tattoos and laser tattoo removal services.

Celebrity Ink, premium retail offer

This is a slick, premium retail environment which draws in consumers, he says.

“We have studios in all socio-demographic areas, in all locations, and they all have different clientele.

“While many companies pick one demographic, we believe everyone who wants to come and get a tattoo should feel comfortable coming into a Celebrity Ink studio.”

The business operates an almost 50/50 customer mix of male and female clients. However, the studio design and accessible locations are particularly appealing to women.

“We are family-friendly too, so parents out shopping can bring their kids in with them.”

The 20+ Celebrity Ink studios around Australia are testament to the business model’s perfect alignment with tomorrow’s retail landscape, one that embraces customer experience.

Celebrity Ink attracts premium talent

Andrew reveals the business has recently re-launched its training academy to upskill artists and ensure a high-quality service continues to be the hallmark of the brand.

“We’re focused on changing perceptions around tattooing as a career. Our academy not only helps to bring people into the industry it also facilitates a legitimate, considered and successful career option,” Andrew says.

“With our studios comprising of emerging-artists, established artists and senior artists, as well as piercing and cosmetic tattoo artists, it is important that we run a training academy that develops and grows our Ink Crew for success”.

Celebrity Ink is focused on growth

“From a brand perspective, Celebrity Ink hasn’t even scratched the surface of where we can and want to be,” says Chantele Solomons, Chief Marketing Officer.

Chantele is one of a team of newly appointed senior executives primed to bring a more bespoke approach to the franchise model.

Andrew says the new leadership team will take the brand to the next level.

“We had really brilliant, enthusiastic people who loved the business with a passion, but lacked franchising experience,” he says. “We had to look at getting people who understood the needs of our franchise partners and who could deliver the level of service we need to deliver growth.”

New leadership brings franchise experience

In her own career Chantele has demonstrated success driving traffic, brand awareness, revenue and, ultimately, profit, as an experienced marketing professional with a strong franchising background across multiple industries.

Celebrity Ink’s new Chief Operating Officer, Natasha Borgatti, joins from medi-aesthetics chain Australian Skin Clinics (ASX-listed SILK Laser group). As head of corporate operations Natasha was responsible for overseeing national joint-venture and corporate franchises. She also managed the learning and development function of its registered training organisation.

Nick Bird joined the business as a studio manager before taking on the operations manager role in Australia, then globally. As Chief Technology Officer Nick will now concentrate on delivering franchisee-focused innovation across business systems and processes.

Andrew’s surprising shift from an impressive career in real estate, most recently as the NSW CEO for franchised heritage firm Ray White, reiterates the pulling power of the tattoo studio brand.

“I wanted to be part of something I could put my own stamp on. I saw Celebrity Ink as an opportunity to get into something young and fresh.

“The business has only been franchising for five years and I have a lot of franchise knowledge. I knew I could add a lot of value and accelerate the learnings.

“I’ve stepped out of a business with 120 years of experience so I knew there were changes I could implement straight away.”

Tattoo chain is pumped with potential

The new leadership team is poised to help the company capitalise on anticipated growth.

Over the past two years the chain’s accelerated growth has seen its footprint grow by 60 per cent. Backing up the studio growth is impressive 34 per cent like-for-like growth, year-on-year over the first half of financial year 2022/23.

Andrew is predicting more stellar growth to come.

Globally, the tattoo industry is estimated to be worth $3 billion. That is set to increase about 8 per cent annually over the next 10 years. Celebrity Ink will be a big part of this development, Andrew says. He is confident the brand can easily achieve a footprint of 100 outlets across Australia.

“Celebrity Ink really is exciting and different,” he says.

Chantele adds “We want Celebrity Ink to be a household name for tattooing globally and our new senior executive team is working tirelessly to put the business in the best possible position to do that.”