Opening their own store helped historic brand Granado - in association with Phebo, another historic Brazilian brand belonging to the same group - reassert their presence in Brazil starting from 2005 to highlight their heritage. “Few brands can boast the same story, it is important to have a store to put forward our origins. The brand’s identity depends on this,” explains Nazish Munchenbach, Marketing Director of Granado/Phebo.
And the strategy proves successful, since the reborn brand now counts over 60 stores across Brazil. Supported by the Puig group, who took an equity stake a year ago, the Granado group has been enriching their lines, the latest being intended for babies’ sensitive skins, and has kept growing outside Brazil.
A first store in Paris
As part of their global development, they confirm their affinity with the French public by inaugurating a flagship store Rue Bonaparte, in Paris, at the end of the year. “We came to Paris first thanks to the Bon Marché department store. It is here we get most recognition, there is a real emotional and cultural affinity between the two countries. It was actually logical and meaningful to really settle here before going elsewhere,” ensures Nazish Munchenbach.
As a complement to the Bon Marché, with which specific and exclusive actions will be taken, the store will be decorated with the furniture found in Brazilian stores and spread across 70 m2 to offer most of the ranges signed by the two brands.
The address chosen is located in the heart of Saint-Germain-des-Prés, and it benefits both from tourist and Parisian customers: according to the Director, it will help them test the brand’s consumer perception, apart from the department store. “This time, we will be in direct contact with French consumers, and that will help us understand their expectations and narrow our offering for them.”
This new step towards Europe is completed with the opening of an e-shop, which has been accessible for a month, and other store projects are under study, in particular in Portugal.
“Just like we did in Brazil, we will take time to consolidate and understand consumers’ interests. You can very quickly use and reuse a successful formula, but first, you need to find it. We actually have a very long-term project in mind,” Nazish Munchenbach promises.