Drybar plans to open its second Wisconsin location in Whitefish Bay by the end of the year

Alex Groth, Milwaukee Journal Sentinel
·2 min read
Owner Joy Vertz is planning on expanding DryBar to its second Wisconsin location in Whitefish Bay by the end of 2022. She opened her Third Ward location in 2018.
Owner Joy Vertz is planning on expanding DryBar to its second Wisconsin location in Whitefish Bay by the end of 2022. She opened her Third Ward location in 2018.

National salon Drybar is planning to open its second Wisconsin location in Whitefish Bay by the end of the year.

The new 1,450-square-foot salon will feature eight to nine styling chairs and employ 25 licensed stylists. Drybar is a chain of salons that specializes in blowouts that include a hair wash with optional add-on treatments.

"This is the modern version of how your grandma used to go to the beauty parlor and get their hair set. It's the fun, modern version of that," said owner Joy Vertz.

Renovation plans for the building are starting now at 324 E.Silver Spring Drive in the Fox Bay Theater Building, Vertz said. Drybar is one of the new tenants moving into the building as part of developer New Land Enterprises three-phase plan to renovate the building.

RELATED: Whitefish Bay officials are considering awarding a $773k grant to renovate the Fox Bay Theater Building

Blowouts cost about $55. The Whitefish Bay location will be open seven days a week; appointments can be booked online at drybarshops.com or through the Drybar iPhone or Android app or by calling the store at 262-910-4125.

The new location will offer Drybar's signature services, including blowouts, styling services, professional hair styling products and tools. The salon features custom chairs, tufted fabric walls and a marble bar.

The Whitefish Bay salon is the second Drybar location in Wisconsin. Vertz opened Milwaukee's Historic Third-Ward location opened in 2018 and purchased three Illinois-based locations last winter; she splits her time between Chicago and the Milwaukee area.

Drybar has about 150 independently owned and operated shops nationwide.

More: Pete's Pops opens 'unexpected' stand in a ticket booth in Whitefish Bay's Fox Bay Cinema

Contact Alex Groth at agroth@gannett.com. Follow her on Twitter at @grothalexandria. 

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This article originally appeared on Milwaukee Journal Sentinel: Drybar opens second Wisconsin location in Whitefish Bay