US day spa franchisor Marilyn Monroe Spas is opening the first of eight to ten planned locations in Houston, Texas, expanding the brand’s reach outside of its existing states of Florida, New York, California and Hawaii.

“Houston is a very exciting market for us to expand the Marilyn Monroe Spas brand,” said CEO Jim Lewis. “We have Marilyn Monroe Spas in four states and are happy to make Texas our fifth, starting in Houston, an area with a dynamic and growing population.”

The 2,600sq ft (242sq m) spa and salon will offer hair services including cuts, colour, up-dos, braids, blowouts, relaxers and extensions. Facials will include a signature Marilyn Monroe Fassage, as well as microcurrent, microdermabrasion and oxygen infusion. Various types of massages, including aromatherapy and pre-natal, will also be on offer. Glamour make-up services include professional airbrushing, and waxing, manicures and pedicures, with 3D and nail art techniques also available.

The Houston spa will be owned and operated by Jeff and Loretta Sommers, who have invested more than US$1m (€878,000, £692,000) in the first location. The Sommers aim to actively market and sell additional area locations to franchisees, and plan to build eight to 10 locations over the next three to five years.

“Marilyn Monroe Spas offers a pristine, chic and social environment that we can’t wait to introduce to the community,” said Jeff Sommers. “Our sleek new space will serve as the perfect escape for Houstonians to unwind, relax and be pampered.”

Marilyn Monroe Spas received a US$20m (€18m, £13m) investment from JCR Holdings in August 2015, which the company said would be used to fund domestic and global expansion plans.

In September 2015, the company named Lewis, who is a former Disney and Walmart executive, as its new CEO.

Founded by spa industry veteran Niki T Kearn (formerly Bryan) and former Disney executive Allen R. Weiss, Marilyn Monroe Spas was granted an exclusive licensing agreement in 2012 from Authentic Brands Group – the intellectual property corporation that owns the estate of Marilyn Monroe – to operate the spa, salon, nail and health concept using Monroe’s name.