QuickBooks
Mandatoryson, by mail, or electronically, and to inspect your operations and obtain your paper and electronic business records, including review of your accounting data (we require you use Intuit Quickbooks On
From the filings
HQ-led decisions
Deka Lash
Personal servicesSoftware purchasing at Deka Lash is controlled at the franchisor level, with QuickBooks Online mandated across all 124 franchised locations. The brand operates a fully franchised model with no company-owned units, and its 2025 FDD lists key HQ executives including a Chief Operating Officer and Director of Customer Service. For software vendors, this means a concentrated decision-making center in Pennsylvania and a uniform tech stack ripe for complementary integrations.
For software vendors selling into US franchise brands.
Live signals
Total units
124
124 franchised
Unit growth YoY
-4.615%
vs prior filing
AUV
$281K
Item 19, 2024
Royalty
6%
of gross sales
Ad fund
3%
national + local
Initial fee
$60K
per unit
Investment range
$286K–$461K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
2 years
from the filing
Item 19
Claims
from the filing
Ongoing fee load
What the operator pays every month
The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.
9%of gross sales (FY2025)
15% reference
Mandated & recommended tech
The systems vendors compete with
2 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.
QuickBooks Online
Mandatorycluding the point-of-sale software, studio software) at any time and we reserve the right to require you to convert to the new system at your expense. We also require that you use QuickBooks Online fo
Facebook
% Marketing technology systems 20% Other expenses 6% Total 100% Digital Marketing. We may create, operate and promote websites, social media accounts (including but not limited to Facebook, Twitter, a
Instagram
systems 20% Other expenses 6% Total 100% Digital Marketing. We may create, operate and promote websites, social media accounts (including but not limited to Facebook, Twitter, and Instagram), applicat
Twitter
g technology systems 20% Other expenses 6% Total 100% Digital Marketing. We may create, operate and promote websites, social media accounts (including but not limited to Facebook, Twitter, and Instagr
Franchisor behaviours
What the franchisor requires
29 requirements the franchisor states in this filing, each in its own words; 1 explicit no; 4 questions the text does not settle, which is not a no.
Accounting
Must the franchisee use an accounting or bookkeeping system designated or approved by the franchisor?
YesItem 11
We also require that you use QuickBooks Online for your financial record keeping.
Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?
YesFranchise agreement
You agree to, at all times give us unrestricted and independent electronic access to your studio information including, but not limited to your studio software, appointment software and point of sales system, for the purposes of obtaining information about the studio.
Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?
YesFranchise agreement
By February 28 of each year, you must send us an unaudited profit and loss statement of the Franchised Business, in the manner and form we specify, for the 12-month period ending the prior December 31.
How the franchisor buys
Is the franchisor or an affiliate itself a supplier of required products, services or systems?
YesItem 8
We are an approved supplier of Advertising and Marketing templates. DL Products, LLC is an approved supplier, and currently the only approved supplier, of eyelash extension and related products and Deka labeled products.
Is there a franchisee advisory council, association or committee?
YesItem 11
We have a Franchise Advisory Council (“FAC”) for the purpose of having our franchisees assist, collaborate, and provide feedback to the franchisor around all areas of operations.
Does the franchisor reserve the right to change designated suppliers or systems at any time?
YesFranchise agreement
We may change the computer hardware or software (including the point-of-sale software and facilities software) at any time and you are required to convert to the new system at your expense.
How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?
887675Item 8
In our last fiscal year ending December 31, 2024, we earned revenue of $887,675 from required purchases or leases by franchisees, representing 10.54% of our total revenue of $8,420,741.
Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?
YesItem 8
Designated suppliers may make payments to us from franchisee purchases.
Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?
25Item 8
approximately 25% - 30% of your operating costs.
Does the franchisor charge a fee to evaluate a proposed supplier?
YesItem 8
We may charge you for the reasonable expenses and costs we incur to test and approve these suppliers, products, or services.
Can a franchisee propose a new supplier for the franchisor's approval?
YesItem 8
If you desire to purchase products or services other than those provided by our approved suppliers or vendors, you may submit to us a written request for approval of the proposed suppliers, products or services.
Communications
Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?
YesItem 17
cancel or assign telephone numbers to us
Franchise management
Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?
YesFranchise agreement
We reserve the right to review your business operations at reasonable times, including any time you are open to the public, either in person, by mail, or electronically.
Can the franchisor change the operations manual and brand standards unilaterally?
YesFranchise agreement
We may provide updates to this Operations Manual from time-to-time as appropriate and provide you with electronic access.
Must the franchisor approve the franchisee's site or location before opening?
YesItem 12
You must operate the Franchised Business only from the site we approve.
Marketing
Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?
YesFranchise agreement
You are not allowed to have an independent website or obtain or use any domain name (Internet address) for your Franchised Business.
Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?
YesItem 11
We require you to spend $2,000 per month on local marketing and promotion in accordance with our standards and specifications (the “Local Marketing Requirement”).
Must the franchisee participate in a customer loyalty or rewards program?
YesItem 11
You agree to participate in any and all membership programs that we create, offer, or advertise.
Must the franchisee participate in a regional advertising cooperative when one exists?
YesItem 11
If a Local Advertising Cooperative has been established for a geographic area where your Franchised Business is located when the Franchise Agreement is signed, or if any Local Advertising Cooperative is established during the term of the Franchise Agreement, you must become a member of the Local Advertising…
Operations
Must the franchisee buy products from a designated distributor?
YesItem 8
We require you to purchase supplies and inventory from DL Products, LLC or another designated vendor as specified by us.
Must equipment be purchased from designated or approved suppliers?
YesItem 8
Equipment and Furniture. You must purchase equipment and furniture from a supplier that we designate or subject to our specifications.
Payments
Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?
YesItem 6
We require you to execute an Automatic Bank Draft Authorization and pay most fees, including the Royalties and Brand Development Fee, to us via ACH electronic funds transfer.
Must the franchisee participate in a gift card program?
YesItem 11
You agree to accept gift certificates, coupons, vouchers, corporate discounts, and other promotional programs as we create and develop from time to time.
People
Does the franchisor require minimum staffing levels or specific roles?
YesFranchise agreement
You are required to hire and maintain sufficient staff in order to handle customer volume at all times.
Point of sale
Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?
YesItem 8
You must purchase such computer hardware and subscribe to and use the Point-of-Sale, client management and scheduling, and other software systems that we specify.
Does the franchisor have independent access to the data in the franchisee's POS or computer system?
YesItem 11
We have, and you are required to provide, independent access to the information that will be generated or stored in your computer systems, which includes, but not limited to, customer, transaction, and operational information.
Sales and CRM
Must the franchisee use a CRM system designated or approved by the franchisor?
YesItem 11
You must use the studio software we specify, which may include customer scheduling, online booking, reporting, and a Point of Sale/Credit Card application.
Training
Can the franchisor charge the franchisee for additional, refresher or remedial training?
YesItem 11
We may elect to offer and you may elect to attend additional training or seminars.
Is attendance at an annual convention or conference mandatory for the franchisee?
YesFranchise agreement
Your attendance at each convention is required.
The filing answers no to 1 question
- Must the franchisee participate in a customer-satisfaction or net-promoter survey program?Item 11
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
HQ leadership: CEO/President + VP Ops/Franchise + a first dedicated IT/systems owner.
VP SalesHead of SalesCROSales Director
- With 298 active personal services brands, I can't see which ones are growing or have the tech gaps my product fills, so I waste weeks chasing the wrong targets.A rep burning 10 hours/week on manual research at $50/hr loses $26,000/year. FranCloud's fit_scoring and corpus_search surface high-fit brands in seconds, reclaiming that time for selling.
- 63.5% of personal services brands mandate no POS system, but I can't identify the 108 that do without digging through hundreds of FDDs.Manually reviewing one FDD takes 3+ hours. At 108 targets, that's 324 hours. FranCloud's tech_landscape reveals POS mandates instantly, turning a $16,200 research slog into a single query.
- 91.6% of brands don't mandate a CRM, but the 25 that do are hidden in static reports, delaying my outreach to high-intent prospects.Landing one CRM-displacing deal in this segment can yield $30k+ ARR. FranCloud's find_lookalikes pinpoints those 25 brands and their peers, accelerating pipeline by months.
The vendor opportunity at Deka Lash
Deka Lash operates 124 franchised studios offering eyelash extension services, with a fully franchised model and no company-owned locations. The brand's average unit volume sits at $280,909, and the royalty rate is 6% of gross revenue. For software vendors, the addressable market is exactly those 124 units — all single-operator studios, with no multi-unit franchisees on file. The top states by unit count are Florida and Pennsylvania (9 each), followed by California (7), Georgia (6), and Ohio (6).
Year-over-year unit growth declined by 4.6%, suggesting a consolidating footprint rather than rapid expansion. This makes retention and efficiency tools particularly relevant: a vendor who can demonstrate ROI against a $280K AUV base has a clear conversation starter.
Who controls software purchasing
The 2025 FDD lists five HQ executives: Michael Blair (Executive Chairman), Michael Debenham (Managing Director), Jennifer Blair (Chief Executive Officer), Brad Collier (Chief Operating Officer), and Kathy Esposito (Director, Customer Service Center). No chief technology officer or chief information officer is named, which is common for a franchise system of this size. The COO, Brad Collier, is the most likely operational technology buyer, while the Director of Customer Service Center may influence tools that affect studio-level workflow and client experience.
Because all units are franchised and no multi-unit operators exist, the franchisor likely exerts strong control over technology standards. Vendors should prepare to sell into the HQ team in Pennsylvania rather than pursuing individual franchisees.
Mandated and current tech stack
The only technology system explicitly mandated in the 2025 FDD is Intuit QuickBooks Online. The FDD lists this requirement under three phrasings — "Intuit QuickBooks Online," "QuickBooks by Intuit Inc.," and "QuickBooks Online by Intuit Inc." — all pointing to the same cloud accounting platform. No point-of-sale, appointment booking, customer relationship management, or payroll systems are disclosed as mandated or recommended.
This narrow mandate creates an opening for vendors in adjacent categories: POS, scheduling, marketing automation, inventory (for lash supplies), and HR/payroll. Any tool that integrates cleanly with QuickBooks Online can position itself as a natural extension of the existing stack.
Procurement, renewals, and timing
The FDD does not include an Item 8 procurement extract, so the formal supplier approval process — whether designated, approved, or open — is not publicly documented. Vendors should approach HQ directly to understand how to become a recommended or approved supplier.
Franchise agreements carry a 10-year initial term. Renewal conditions require good standing, full compliance, satisfaction of all monetary obligations, 3–6 months' written notice before expiration, signing a general release, executing a new franchise agreement (which may have materially different terms), paying a renewal fee, and completing any required retraining. Because the system has only 124 units and negative recent growth, renewal-driven technology evaluation windows are likely scattered rather than concentrated in large batches.
How to read the Deka Lash FDD
The 2025 Franchise Disclosure Document is the authoritative source for the data on this page. It contains the franchisor's audited financials, the full list of franchisees, Item 11 technology obligations, and the executive team as of the filing date. The embedded PDF viewer below lets you read the document directly. For software vendors, the most actionable sections are Item 11 (mandated systems), Item 1 (executives), and Item 20 (unit growth and turnover).
If you need a ranked target list of franchise brands matched to your software category, FranCloud can help.
Questions vendors ask
Deka Lash, answered from the filing
The FDD lists Michael Blair (Executive Chairman), Jennifer Blair (CEO), Brad Collier (COO), and Kathy Esposito (Director, Customer Service Center) as key executives. No dedicated CIO or CTO is named, but the COO likely oversees operational technology decisions.
The 2025 FDD mandates Intuit QuickBooks Online for accounting. No point-of-sale, booking, or CRM systems are disclosed as mandated or recommended in the technology section.
There are 124 franchised locations, all single-unit operators. No company-owned units exist. The top states are Florida (9), Pennsylvania (9), California (7), Georgia (6), and Ohio (6).
The 2025 FDD does not include an Item 8 procurement extract, so the designated vs. approved supplier structure is not publicly disclosed. Vendors should inquire directly about supplier approval processes.
Franchise agreements run 10 years, with renewal requiring 3–6 months' notice and a new agreement. With 124 units and a -4.6% YoY growth, renewal-driven tech evaluations may be sporadic rather than tied to large cohorts.
The 2025 FDD is filed with state franchise regulators. You can review it directly in the embedded PDF viewer below on this page.
Source
Read the filing itself
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FDD alert
Tell me when this brand refiles.
We’ll email you the moment Deka Lash files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
197 operators run 197 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit197
Top states by locations
| PA | 20 |
|---|---|
| FL | 18 |
| CA | 17 |
| TX | 16 |
| GA | 15 |
Ownership
The portfolio behind Deka Lash
unknown of dl brands.
Related Personal services brands
Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.