REF Stockholm and Smiths Collective Brands hosted Tommi Svanberg, an international REF Stockholm board member, for a breakfast at The Charles in Glebe, Sydney. Hairdressers from around Australia attended to hear more unique insights about a brand that’s expanded into 50 countries, and to learn about what’s next for REF, in one of a series of Australian presentations from Tommi.
Hosted by Brian and Jane Smith from Smiths Collective Brands, the duo welcomed guests to the breakfast. The pair spoke about the significance of REF in the Smiths Collective Brands portfolio since the distribution company began. REF was created in 2004 by Jan Ernstberger and has been under the helm of his son Edward, who has been CEO for the past six years.
The Swedish brand is predicated on a passion for creativity, innovation, high performance, technological advancements and organic ingredients. The range has expanded from styling products to sulphate and paraben free care, as well as colour in 2008. Hero components of Açai and almond oil have defined the range since 2016 and the inclusion of two key systems in their range – Strengthening Quinoa Protein and a Colour Preserve System – are also pivotal.
A commitment to cruelty free and vegan formulations and a combination of nature and science is vital for the brand, while products sold also contribute to reforestation in Europe.
The brand boasts over 50,000 hairdressers across their three global office locations, where a family first mentality and professional mindset are significant. Professional development defines the innovation of the brand, as the team work with hairdressers in product development.
Attendees heard from hairdressers including the renowned Wendy Gunn of Ink for Hair in Queensland, as well as Leon from Sydney’s Ruff Kut Hair Studio. Leon discussed the unique travel size products, while Wendy shared insights on the styling products and professional focus, as well as her favourite tool – Fibre Boost. A new Hydrate Shampoo, Rough Wax and Hydrate Styling Crème point to the future of the brand.
For more information visit www.smithscollectivebrands.com.au
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