The NOW Massage is slated to open at 2ND & PCH this winter. Courtesy of The NOW Massage.

A new massage parlor is coming to southeast Long Beach.

The NOW Massage, a high-end chain, is set to open later this year on the southwestern side of the 2ND & PCH shopping center after the company’s permit was approved at last week’s Planning Commission meeting.

Cody Larkin, a spokesperson for the chain, told the Business Journal the company expects to welcome customers there this winter.

The parlor will occupy the 2,094-square-foot Suite 150 at 6480 E. Pacific Coast Highway. The NOW Massage already has five locations, including in Manhattan Beach, Santa Monica and Studio City.

The Long Beach location will include one large massage room with nine beds that are separated by canvas draping.

The NOW Massage offers “high-quality, customizable massage services without the time commitment and cost of a traditional spa,” according to an email from Larkin, where customers can talk with a therapist prior to the session to identify particular goals for the massage. These massages can last 25, 50 or 80 minutes, according to The NOW Massage’s menu of services.

Under the Planning Commission’s Aug. 4 approval, The NOW Massage can operate from 8 a.m. to 10 p.m. seven days a week.

Editor’s note: This article has been updated to correct the length of massages that The NOW Massage offers.

Christian May-Suzuki

Christian May-Suzuki is a reporter at the Long Beach Business Journal.