Pictured above: Dayle Adams (centre) managing director of Flip-in Hair, and her colleagues celebrate moving in to new premises at Southam, Warwickshire

A successful West Midlands hair extensions business has expanded into a new headquarters to enable it to meet demand from its growing base of overseas distributors.

Award winning Flip-In Hair®, run by managing director Dayle Adams, creates hair extensions made from natural hair which can be inserted and removed in seconds. They are a temporary, damage-free alternative to long-term glued-in hairpieces.

The business, which has been based in Harbury, near Leamington Spa in Warwickshire, since it was launched two years ago, has expanded to employ 17 people due to huge demand for its services. The popularity of reality shows like Geordie Shore and The Only Way Is Essex has helped to boost business.

As a result, Flip-In Hair® has launched new premises at Holywell Business Park, in Northfield Road, Southam, in order to improve its production line and widen its distribution network.

Dayle said: "The business has been extremely successful, partly due to women wanting to emulate stars like Cheryl Cole and Katy Perry, who have luxuriant extensions, and partly because women wanti the versatility to change their hairstyle at the flip of a clip.

"Since launching in 2009 we've experienced significant business growth and we now export to distributors in many countries including Germany, Denmark, Slovenia and Ireland. As a result of increased demand from Cyprus, Spain and Portugal, we felt it was necessary to take on larger production and office facilities. It also means we've created employment for local people and we will continue to recruit as business expands."

The new site is the latest in a string of business development steps Dayle has undertaken to advance Flip-In Hair®. In addition to developing new products, a number of her employees are in the process of completing an Institute of Leadership and Management Diploma and NVQs in customer service.

Dayle said that staff development was vital to the success of the business. "I feel it's important to support my staff and ensure that they fulfil their potential and meet the business and customer satisfaction standards that Flip-In Hair® needs to maintain to continue to thrive," she said.

Flip-In Hair® extensions are simple to use, big on building body and adding length but avoid the damage associated with extensions which is why they are becoming a marketplace fixture. They appeal to women of all ages, from those struggling with thinning hair to others who may just want a touch of Cheryl Cole-style celebrity volume.  

Flip-In Hair® consists of an invisible, adjustable wire, attached to real hair, that fits snugly round the front of the head and over the ears to give an instant transformation. Available in three lengths and 33 standard colours, the extensions' greatest strengths are its no-hassle stability and competitive price, from £90 to £130. It sells through hair and beauty salons in the UK and through a network of international distributors.