In February, 2008, Regis acquired the PureBeauty salon operation and announced plans to rebrand the company's more than 600 worldwide Trade Secret locations to PureBeauty. Regis worked with Shea to help them design a new prototype for the evolved concept. Trade Secret is a unique all-in-one retail store and full-service salon that offers beauty treatments and over 3000 beauty products at discount prices. The acquisition of PureBeauty allowed Regis to transform Trade Secret from a retailer of professional product to a boutique offering a broad assortment of beauty products.

With that goal in mind, Shea knew that for the prototype, it was important to create an environment that felt warm and professional, and not at all like a discount store. Shea created an intimate, upscale feel that spotlighted the large number of products and services in a trend-forward and homey environment. Shea's designers selected a combination of white and dark woods, vintage-style chandeliers, vintage-patterned wallcoverings and stylized cabinetry, shelving and furniture. Interactive beautystations with soft colors and lighting were designed to entice customers to try products and feel great viewing themselves under the most ideal conditions. 

The store designs were enthusiastically approved by Regis Corporation and its giant network of franchisees. The first store just opened at the Mall of America and the new designs are currently being implemented in stores all over the country.