Under what name does Deka Lash do business?
Deka_Lash Franchise · 2024 FDDAnswer from 2024 FDD Document
To simplify the language in this disclosure document, the terms "Deka Lash," "we," "us," and "our" refer to DL Franchising, LLC d/b/a Deka Lash, the Franchisor. We changed our corporate name from "MJ MK Enterprises, LLC" to "DL Franchising, LLC" on March 13, 2019. The terms "you" and "your" refer to the person or entity that enters into this franchise, including any guarantors.
The Franchisor
We are a Utah Limited Liability Company formed on September 28, 2015. Our principal business address is 20 South Main Street, #248, Bountiful, UT 84010.
We have offered franchises of the type offered here since January 2016.
We previously offered an Area Representative franchise in 2016, through a separate Franchise Disclosure Document, in which Area Representatives would recruit and support unit franchisees in their territory in exchange for a portion of the initial franchise fee and royalty paid by the unit franchisee. Area Representatives may have some management responsibilities related to the sale or operation of unit franchises. We attach here as Exhibit L a list of Area Representatives and further disclosures about them as to Items 2, 3, 4, and 11 of this disclosure document. We no longer offer an Area Representative franchise.
We have not conducted a business of the type being franchised.
We do business as "Deka Lash."
Source: Item 1 — THE FRANCHISOR, AND ANY PARENTS, PREDECESSORS AND AFFILIATES (FDD pages 9–11)
What This Means (2024 FDD)
According to the 2024 Deka Lash Franchise Disclosure Document, Deka Lash operates under the name "Deka Lash." Specifically, DL Franchising, LLC, the franchisor, uses the designation d/b/a, which stands for "doing business as," to indicate that it conducts business under the Deka Lash name. This is a common practice where a company uses a trade name that differs from its legal corporate name.
For a prospective franchisee, this means that while the legal agreements and official paperwork will be with DL Franchising, LLC, the business will be known to the public and customers as Deka Lash. This is important for branding and marketing purposes, as the franchisee will be operating under the established Deka Lash brand name.
It is also worth noting that the franchisor changed its corporate name from "MJ MK Enterprises, LLC" to "DL Franchising, LLC" on March 13, 2019. This type of change is not uncommon as a franchise system evolves and matures.