For distributors, positioning a professional brand is about more than listingsit’: s education, service, and long-term trust with salons. In this conversation, Jana Stuchliková, executive manager of SAXO s.r.o. and exclusive distributor of Brelil Professional for the Czech Republic, explains how she introduced the brand, built loyalty through training, and navigated market shifts while keeping distribution fundamentals front and center.
What first attracted you to the Brelil brand, and what made you decide to bring it to your market?
The initial impulse came from my previous experience with dyeing treatments. When the former distributor ended cooperation with Brelil, I spent two years searching for a replacement. However, no color met the standard I was used to. Competing brands’ dyeing treatments washed out quickly or lost their shine—whereas Brelil’s shine is truly dazzling.
So I contacted Brelil’s sales manager and asked to represent the brand. I went through a rigorous selection process and, 15 years ago, achieved my goal of launching this unique brand in the Czech market.
We work exclusively with this professional hair cosmetics brand. It’s clear to us that if the Brelil brand succeeds, we will succeed too. We value the cooperation greatly—we are genuine fans at heart.
How have you positioned Brelil in your market, and what strategies have proven most effective among salon professionals?
From the beginning, we have presented Brelil as a gentle professional cosmetic brand that supports the health of hair and body. Our professional hairdressers praise the quality of the colours and the protection they provide during the use of chemically active products.
From your perspective as a distributor, what trends are shaping the sector in the Czech Republic right now?
The main trends promoted by professionals are products that are not harmful to health. They emphasize natural ingredients, natural results, and a healthy-hair feel for clients.
How do you support your network—in education, training, marketing, or business development—to strengthen loyalty to Brelil?
To increase brand awareness, we organise smaller workshops personally attended by our trainer, as well as larger training sessions with our stylists on current trends and new products—and, last but not least, international training sessions with our Italian stylists.
All of these take place at our Brelil Academy in Zlín. For vocational schools with young hairdressers, we hold sessions directly at the school, presenting Brelil as an excellent all-inclusive brand for starting salons. The Brelil Professional product portfolio truly satisfies all hair types.
Do you collaborate with local ambassadors or hairstylists to promote Brelil? How important is local advocacy for awareness and credibility?
We present the Brelil brand on Facebook and Instagram, and we operate our own e-shop, which achieved significant numbers during the COVID period—and those numbers are still growing. We also cooperate with large e-shops and participate in their marketing activities. Additionally, we organize our own events—for example, Day with Brelil.
What have been the biggest challenges in growing Brelil’s presence, and what opportunities do you see ahead?
The biggest challenge was the pandemic. As borders were about to close, we imported enough products from Italy to avoid shortages in the domestic market. Then salons were closed, leaving a lot of goods in stock.
This situation accelerated our use of technology, and the e-shop took off. Now we are pleased that personal contact in salons can once again spread the love for Brelil and reach customers who appreciate quality care, excellent compositions, and wonderful fragrances.
Looking ahead, what are your main priorities for Brelil in the Czech Republic? Any upcoming initiatives you’re excited about?
Our main priority is to expand awareness of the Brelil Professional brand and acquire new hairdressing salons. Currently, we and our clients are looking forward to meeting the excellent Italian stylists Adolfo Crocco and Diego Rosso during the intensive Brelil Academy – Become a Master of Cutting and Styling, taking place on 19–20 October 2025, to which we cordially invite you.
