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PROSE, a hand and foot wellness brand created by former Massage Envy chief executive David Cristalli is opening in Midtown at 915 West Peachtree in January 2020.
PROSE joins fitness-focused CITYROW, which opens November 2019, as portfolio companies of FG Brands which is backed by local private equity firm BetterCap.
“As the area developer of PROSE for Georgia, we plan to open around 30 of these and the Midtown location is the first boutique to open in Georgia. We will [also] be partnering with other entrepreneurs who would like to own PROSE franchises,” Jan Zalud, managing partner and founder of BetterCap told What Now Atlanta in an email, adding that PROSE is completely transforming the hand and foot care industry through its toxin-free only products, beautiful and modern design, and industry first membership model.
Patterning his vision for PROSE off his experience in building highly profitable and sustainable consumer brands, Crisalli focused on providing more than just manicure and pedicure maintenance, but rather, “hand and foot poetry.”
“I have been listening deeply to customers and the amazing people who perform this important work and I concluded that we needed to create a better experience for them both,” said Crisalli in a press release when the flagship brand first launched in Phoenix, Ariz. in 2017.
“The outcome is PROSE – a more thoughtful brand, one that transforms not just your nails, but refreshes your hands and feet, your outlook and your day.”