Dakota London Taps Franchise FastLane to Scale Niche Hair Extension Empire

OMAHA, NE – January 08, 2026 – A specialized player in the booming beauty industry is making a major move for national expansion. Dakota London, a luxury salon concept focused exclusively on hair extensions, has announced a strategic partnership with franchise development powerhouse Franchise FastLane. The collaboration aims to take the Arizona-based brand, which began franchising in 2025, to markets across the country.

The partnership signals a significant moment for the salon industry, where hyper-specialization is becoming a dominant and profitable trend. For 13 years, husband-and-wife founders Katy and Scott Cotten have meticulously built Dakota London from a single location into a refined, replicable business model, and now they are leveraging Franchise FastLane's proven growth engine to accelerate their vision.

The Rise of the Hyper-Specialized Salon

Dakota London enters the franchise arena at a time when the global hair extension market is experiencing explosive growth, with some projections valuing it at over $10 billion and estimating annual growth between 15-20%. This surge is fueled by celebrity culture normalizing the use of extensions and technological advancements that make applications safer and more natural-looking. For salons, the service offers a powerful recurring revenue model, as clients typically require maintenance every six to eight weeks.

This dynamic has paved the way for niche concepts to thrive. Much like blowout bars and lash studios carved out their share of the market by doing one thing exceptionally well, Dakota London is betting on a singular focus. The brand offers no cuts, no color, and no chemical treatments—only high-quality, semi-permanent hair extensions. This specialization allows for a streamlined operation, expert-level staff, and a clear value proposition for a discerning clientele.

"When I started in this industry, I saw firsthand how many salons lacked a supportive environment," said Katy Cotten, co-founder and co-owner of Dakota London. "Building Dakota London has always been about creating a space where customers feel confident and stylists feel valued. Franchising gives us the chance to share the same culture, training, and experience with new markets."

A New Contender in a Crowded Field

While Dakota London touts itself as the first hair extension-only salon brand to franchise, the competitive landscape is more nuanced. Other brands have already entered the hair extension franchise space. Xtension Envy, which began franchising in 2021, introduced a membership-based model, and concepts like The Weave Shop also focus on extension services. Others, such as Christina White Salon, are extension-forward but still offer ancillary services like high-end coloring.

Where Dakota London aims to differentiate itself is in its uncompromising focus. By eliminating all other salon services, the brand cultivates an identity of pure mastery in one craft. This is supported by proprietary hair sourcing available only to its franchisees, a specialized training program, and a commitment to same-day service. This model contrasts sharply with both full-service salons that treat extensions as an add-on and salon suite franchises like Sola Salons or Phenix Salon Suites, where franchisees act as landlords to independent stylists.

Potential franchisees are being presented with a compelling financial picture. Dakota London's corporate locations have reportedly averaged over $1.2 million in annual revenue, with adjusted net profits around $353,000. The initial investment is estimated to be between $372,350 and $523,350 for a small-footprint studio of 1,200 to 1,600 square feet, a model designed for high performance with a lean staff.

The Founders' Blueprint for a National Brand

The decision to franchise was not an overnight one. The brand's journey began over a decade ago when Katy Cotten, a graduate of the Long Island Beauty School, identified a significant gap in the market. After opening and selling several traditional salons, she launched AZ Strands in Arizona, the state's first salon dedicated solely to hair extensions. This venture became the incubator for what would evolve into Dakota London.

While Katy perfected the client experience and service protocols, her husband, Scott Cotten, applied his background in business administration and supply chain management to build a robust operational foundation. They meticulously documented processes, secured exclusive sourcing for premium hair, and developed a culture that fostered high employee retention—a critical factor in a service-based business.

"Franchising wasn't something we wanted to rush into," explained Scott Cotten. "We took the time to lock in sourcing, pricing, training, and systems so franchisees could step into a business that's truly plug-and-play. Partnering with Franchise FastLane allows us to stay focused on our operations, while leveraging their expertise for scaling at a healthy pace."

The FastLane to Nationwide Expansion

Entering a partnership with Franchise FastLane provides Dakota London with a significant strategic advantage. Since 2017, the Omaha-based development firm has helped award more than 9,600 franchise units for its partner brands, demonstrating a formidable ability to vet candidates and close deals. The company offers a full-service suite of support, managing everything from lead generation and marketing to compliance and operational support through its proprietary technology.

Franchise FastLane is selective, and its leadership saw a unique opportunity in the salon concept. "From our initial conversations, it was clear how much intention and care Scott and Katy have poured into Dakota London," said Tim Koch, President & COO of Franchise FastLane. "This is a concept that truly doesn't look like anything else in franchising, strengthened by the passion, expertise, and operational discipline behind the brand."

Beyond development services, Dakota London's founders will also gain access to Franchise FastLane's exclusive MasterMind program. This peer-to-peer network allows founders from different brands within the portfolio to connect, share insights, and collaboratively solve challenges related to franchisee support and growth. This built-in support system is designed to help emerging franchisors navigate the complexities of rapid expansion.

By combining a founder-led, passion-driven concept with the horsepower of a premier franchise developer, Dakota London is positioned to rapidly introduce its luxury, specialized experience to a national audience hungry for quality and expertise.