Foxy Box Laser & Wax Bar is preparing for its next stage of expansion after growing from a home-based startup into a national franchise with 25 locations across four Canadian provinces, according to founder Kyla Dufresne.
Dufresne said the company, which specializes in hair removal services with a focus on Brazilian waxing, began 14 years ago in the dining room of her home after she identified a gap in the market for a convenient, affordable and approachable waxing experience. At the time, consumers were largely limited to expensive spas or salon back rooms, while online booking and dedicated waxing concepts were virtually nonexistent.
The company began franchising about six years ago and now operates 24 locations, with its 25th opening next month.
Dufresne said entrepreneurship came naturally, citing parents who both owned businesses and influenced her willingness to take risks. She said Foxy Box was conceived from the outset as a franchisable brand with national ambitions.
The company has built its identity around creating an upbeat customer experience designed to leave clients feeling confident and energized. Dufresne said humour is a core value that helps reduce the anxiety many first-time customers feel during hair removal treatments while also strengthening company culture across the franchise network.
She said Foxy Box takes a deliberate approach to franchising, emphasizing long-term partnerships over rapid expansion. The company carefully selects franchisees and prioritizes ongoing support, collaboration and shared learning through advisory committees and regular meetings.
Location selection also plays a key role in the company’s strategy. Dufresne said Foxy Box targets markets with sufficient population density and complementary neighbouring businesses, such as fitness centres, while avoiding oversaturated trade areas.
Looking ahead, Dufresne said the company’s long-term goal is to reach 150 locations. While expansion in Canada will continue, future growth is expected to include international markets, with the United Kingdom emerging as a priority due to favourable regulations and market opportunities. She added that the company is also investing in a brand refresh, new product offerings, expanded infrastructure and experienced leadership to support its next phase of growth.
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