Plano has attracted another corporate headquarters with the announcement that leading beauty lifestyle brand European Wax Center will relocate from Florida, bringing with it 100 jobs.

EWC will settle in Plano’s Granite Park development, with efforts already underway set to conclude in early 2020.

“We are in the midst of accelerated growth and are excited to bring EWC headquarters to Plano to take advantage of the opportunities this dynamic city offers,” David Berg, EWC’s chief executive officer, said in a statement. “The greater Dallas area strengthens our ability to attract and retain top talent from around the country and makes our corporate staff more accessible to our franchise network, regional field teams, vendors and industry stakeholders.”

Plano checked the boxes in European Wax Center’s site selection

EWC said Plano was chosen after a careful evaluation of available talent, the business ecosystem, long-term costs, quality of life for employees, global connectivity, and proximity to other important company priorities.

European Wax Center already has a strong presence in Texas with 84 franchise locations, 27 of which are in Dallas-Fort Worth.

“EWC will be a significant contributor to our economy with the addition of more than 100 jobs, about half of which will be filled locally, along with their robust franchise activity that will spur significant hotel night stays and bring many visitors to our community,” Plano Mayor Harry LaRosiliere said.

EWC was named Cause Marketing Champion this year in the 1st Annual Franchise Innovation Awards from Franchising.com for its #axthepintax campaign that focused on raising awareness about how women are charged more than men for comparable products and services.

The campaign aimed at inspiring women to make more empowered purchasing decision and to advocate for equal prices for equal products.

EWC operates more than 700 centers across the nation with what it calls a unique franchise business model.

European Wax Center received a strategic investment last year from General Atlantic that it said would accelerate its efforts to add to its portfolio of franchisees, grow its footprint, look for digital innovation opportunities, and expand to new markets.

The current corporate headquarters is in south Florida and the marketing office is in New York City. By year’s end, both of those offices will close, and employees in Florida and New York will be offered positions in Plano.

Last year, European Wax Center received a strategic investment that it said would accelerate its growth and expansion plans.

European Wax Center also announced two significant hire for its new Plano headquarters. Chris Kobus joined EWC in July as chief experience officer, a new position focused on enhancing customer experience. Jyoti Lynch filled the role of chief information officer.

European Wax Center joins other corporate headquarters offices at Granite Park, including Alkami and Geoforce.