"This product is not available in the shops" is the sort of line associated with cheap and cheesy kitchen gadgets sold in late-night TV adverts. But Martin Penny believes that selling its hair irons through salons, instead of high street retailers, has some clear advantages.

Hairdressers are trusted by their customers, so once GHD gained credibility in salons the knock-on effect on sales was huge. The product is sold along with professional advice, as befits a premium product, Mr Penny points out.