A long-standing hair and beauty salon in Swindon is celebrating a major milestone this week. The Den, now located on Beechcroft Road in Upper Stratton, has officially marked its 20th anniversary since opening on May 13, 2005.
Founded by owner Denis La Touche and manager Sue Edwards, the salon began its journey in Clive Parade and quickly became a trusted part of the Penhill community. Over the years, it has faced significant challenges, including rising rents, an evolving industry, and the ongoing cost of living crisis. Still, the team has continued to grow with the steady support of local clients.
Now managed alongside Kelsey Walls and supported by a dedicated team of seven staff members—plus the salon’s beloved dog, Quaver—The Den shows no signs of slowing down.
Looking back, Denis recalled how the idea for the salon came about:
“I spoke to Sue about maybe opening a salon, and we happened to find a space in Clive Parade being offered at a reasonable rate by some builders working nearby. We decided to give it a try.”
The salon relocated to its current Beechcroft Road site nearly a decade ago when rent at the original location was set to triple.
“When we first opened, I had no idea we’d still be going strong 20 years later,” Denis said.
Inside, the salon reflects the close-knit bond of its team. Staff members, who even take annual holidays abroad together, have worked hard to create a welcoming, family-friendly space for clients.
Even with the economic pressures of recent years, The Den has remained committed to keeping services affordable. Over time, staff have also adapted to changing client preferences and trends.
“The beauty side has grown a lot recently, and we now get more people coming in for colouring services rather than just the usual cut and blow-dry,” Denis explained.
The client base includes people of all ages, with many loyal customers staying with them since the early days.
“Their loyalty is what keeps us going,” said Denis. “We really couldn’t do it without them.”
The salon celebrated its 20th birthday in style, paying tribute to two decades of community connection and care.
