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Earnings Claims of Top Franchises Revealed

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Q&A with Michael Mallory, VP of Franchise Development for TREND Transformations

by Franchise Chatter on February 10, 2017

in Home Improvement Franchise, Q & A Interview



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Michael Mallory, VP of Franchise Development for TREND Transformations

Michael Mallory, VP of Franchise Development for TREND Transformations

TREND Transformations, a global full-service home and business remodeling franchise, is transforming
the home improvement industry with its unique, proprietary materials and no-demolition installation
process.

In this Q&A, VP of Franchise Development Michael Mallory discusses the TREND Transformations concept, including the franchise opportunity, support for franchisees and forward-thinking plans to reshape home renovations.

Franchise Chatter (FC):  What is TREND Transformations?

Michael Mallory (MM):  TREND Transformations is a global full-service home and business remodeling franchise. We offer a large selection of stylish, luxurious and elegant surfaces.



Our exclusive selection of high quality surface refacing materials brings affordable luxury into homes and businesses. We use 32 eco-friendly recycled materials, including quartz, granite, glass, mosaic tiles, porcelain and sea shells, to create unique colors and textures. Surfaces can be used for kitchens, bathrooms, shower systems, backsplashes and floors.

We also offer other consumer solutions such as cabinet re-facing and storage solutions.

FC:  Tell us how TREND Transformations was started.

MM:  Originally named Granite Transformations, the company is currently in the process of re-branding to TREND Transformations, offering the same great service and products customers love with a stylish new look and name.

The company started in 1996 in Perth, Australia. A unique stone was found, which was comprised of recycled material. It was manufactured and polished so that it was scratch, heat and stain resistant. At the time, the material was used as tile for flooring projects, but it was soon realized this would make an ideal kitchen countertop surface because it was stronger than traditional granite.

TREND Group was then founded in 2000 and began manufacturing the material in 4×10 slabs for kitchen countertops. We make them only a quarter inch thick so they can be placed over current countertops – without any demolition required – a method that was relatively unheard of in the home renovation industry before us.

We recognized the huge opportunity to better the remodeling industry, and thus TREND Transformations was born.

FC:  Tell us more about TREND Group.

MM:  TREND Group is the parent company of TREND Transformations. It employs more than 700 people worldwide. It’s a world leader in the production of colored glass, Venetian enamel, gold leaf tesserae and engineered stone surfaces.

The company has production and assembly facilities across four continents and more than 50 countries.



FC:  Can you explain TREND Transformations’ installation process?

MM:  Our unique resurfacing process involves fitting surfaces directly over existing ones, meaning installation can be completed much faster and without any messy demolition. Unlike other home renovation providers, our process allows us to complete renovations in as little as one day.

FC:  Where is your material manufactured?

MM:  We manufacture in Sebring, Florida. It’s a one-of-a-kind facility with state-of-the-art equipment. TREND Transformations is one of the only companies in the world to manufacture and distribute its own surfacing products.

Our manufacturing plant is 160,000 square feet, and we manufacture 800,000 square meters of agglomerate surfaces and 1.5 million square meters of mosaic tile per year.

FC:  Can you expand on TREND Transformations’ recycled concept?

MM:  We’re an eco-friendly business that takes pride in using recycled materials, making us an environmentally conscious remodeling option compared to other alternatives. We have certifications from the U.S. Green Building Council, the National Science Foundation and GreenGuard, confirming our status as an eco-friendly business. Remodeling with TREND Transformations is also an investment in the earth’s protection.

FC:  Does the brand have any endorsements?

MM:  Our product line has been endorsed by Tarek & Christina El Moussa from the HGTV show “Flip or
Flop” and they’re the North American Brand Ambassadors for the company. They recently launched their own metallic quartz product line, The Diamond Collection™ by Tarek & Christina, which is available exclusively through TREND Transformations.

FC:  What are the benefits of purchasing a franchise?

MM:  I think the appeal for most people looking to purchase a franchise lies in the fact that they get to be their own boss. When someone opens a TREND Transformations franchise, not only does their life change but also their customers’ and employees’.

Franchisees literally create beauty from the work they do with their hands. They get to make people’s houses feel more like homes and put smiles on people’s faces.

Franchisees enjoy the flexibility of owning their own business and setting their own schedule.

The financial independence is a bonus, too. Our average location’s annual revenue is $1.5 million, allowing franchisees to have control over their futures and provide for their families. Our franchisees no longer have to be stuck in the rat race where your best efforts are trapped under a figurative ceiling.

FC:  Why would a potential franchisee choose TREND Transformations?

MM:  The industry has a bright outlook for those interested in owning a home remodeling franchise. The home improvement business is currently a $300 billion industry and is expected to grow. To meet this growth, we’ve increased our product output and now produce more than 40,000 square feet of material a day.

FC:  How does a TREND Transformations franchisee change the lives of others?

MM:  I mentioned being able to provide more for your family. Imagine having the ability to allow others to do the same. That’s exactly what you’re able to do as a TREND Transformations franchisee. Every employee you hire will have a newfound ability to provide more for his or her family as well. Hiring employees is essentially a gift our franchisees are able to give over and over again.

We’re also in the business of creating beauty through creativity. This sentiment is felt by the franchisee, his or her employees and their customers. It’s heartwarming for everyone involved to see the smiles we put on people’s faces when they first see their newly renovated home. Simply put, we help make houses feel more like home.

FC:  Can you explain more about the support for franchisees?

MM:  Our franchisees are supported by a comprehensive training program that includes both on-site and in-person corporate training and continuous support throughout the franchise system. Corporate training covers marketing, sales, product knowledge, procedures and more. Our on-site training covers installation, replacement, presentations and systems.

We have specialists who assist in crafting a business plan tailored to each location’s finances and aspirations. We also provide business management software, website development and digital marketing.

Franchisees can share ideas and best practices with one another, as well as learn about ongoing new product development.

Additionally, TREND Transformations initiated a Field Support and Development Team (FSD), which
consists of many key personnel. They are just a phone call away and are there to assist the franchise
owner after the initial training. The FSD continues to work alongside franchisees, in order to help with
the development of their businesses.

FC:  Who is TREND Transformations’ ideal franchise owner?

MM:  We seek individuals with a passion for home renovation who are looking for a fulfilling career. However, home renovation experience is not required.

FC:  How many franchise locations does TREND Transformations currently have?

MM:  We have 70 locations in North America and nearly 150 worldwide, operating profitably across four continents.

FC:  What is TREND Transformations’ plan for expansion in the next few years?

MM:  We aim to have 200 franchise locations by 2020. We are focusing on suburban areas of major metro cities across the U.S.

FC:  What’s the typical investment to open a TREND Transformations franchise?

MM:  The total investment to open a TREND Transformations franchise ranges from $219,440 to $485,050.



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