National aesthetics chain LaserAway is scheduled to open at 4930 Elm St. in Bethesda Row on July 22, taking over the former Ideal Image space and giving downtown Bethesda a second Montgomery County clinic for the brand.

The location will offer laser hair removal, CoolSculpting, microneedling, tattoo removal and dermal fillers, among other treatments. LaserAway already operates a clinic at Pike & Rose in North Bethesda. Both shopping centers are owned by Federal Realty Investment Trust.

Why the space was available

Ideal Image, which previously occupied the 4930 Elm St. storefront, has been liquidated as a company and was attempting to sell its clinic locations to competitors where possible, according to blogger Robert Dyer. The turnaround at Bethesda Row suggests LaserAway may have acquired the lease directly through that process, though no public bankruptcy filing or Federal Realty lease announcement confirming the transaction has surfaced.

About the company

LaserAway was founded in 2006 by brothers Scott, Brock and Todd Heckmann along with Dr. Roy Winston, starting from a single West Hollywood, California, clinic. The company now operates more than 221 corporate-owned locations across 35 states, according to a company press release. All treatments are performed by licensed medical professionals, including nurse practitioners, physician associates and registered nurses.

The chain's expansion accelerated after Ares Management Corp.'s private equity arm invested more than $70 million in 2022, according to Beauty Independent. CEO Scott Heckmann has described the company's growth strategy as focused on operational consistency and standardized patient experience across clinics.