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Unilever Brands Among Most Recognized in Brazil

By: Fernanda Bonifacio
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.

At its São Paulo location, Granado Pharmácias doubled its revenue in the first year of operation.

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With more than a century of history in the Brazilian market, Granado Pharmácias reopened its concept store in Rio de Janeiro with new products and a redesigned look. The company’s headquarters remain at the address established in 1870.

According to Sissi Freeman, marketing director, Granado Pharmácias, the renovated space features items that chronicle the journey of the company, while the neighboring property houses an exclusive Phebo outlet (a traditional soap brand acquired by Granado in 2004). Investments in retail also include the opening of new stores. Granado’s first outlet in São Paulo, which opened in 2008, doubled its revenue in a year of operation. The positive results led to the inauguration of a second boutique in the city, located at the fashion mecca Villa Daslu.

Granado estimates a growth of 20% in sales in 2009, compared to sales of $67 million in 2008. “In the next five years, we intend to have at least one store in each of the Brazil’s major [state] capital cities,” said Sissi.

Natura Expands Presence in Brazilian Households

Brazilian brand owner Natura, which has postponed its international expansion plans, has maintained positive results in the domestic market. As part of this effort, the company has attracted more women to join its sales force, surpassing one million consultants and enhancing the company’s presence in Brazilian households.

According to figures from Latin Panel, Natura increased its penetration in Brazilian homes by 9%, reaching the unprecedented rate of 50.4%. The research included 8.2 million households, representing 81% of the population and 90% of the country’s consumption potential.