Natura will take over the operations of The Body Shop in Latin America. Effective on May 2019, the shift is part of the Natura &Co group’s strategy to enhance synergies between its different brands and is in line with the transformation plan of the British cosmetics brand aiming to strengthen its presence in the region.
Today, The Body Shop has about 160 stores in Latin America, including franchises and own stores, with presence in Brazil, Chile and Mexico. Natura’s Retail Director, Paula Andrade will also lead the operations of The Body Shop in the region, using the existing structures of the two businesses. A General Manager will be named in Brazil, where most of the stores are concentrated, as well as in Chile and Mexico.
“With this move, we want the two brands to succeed in Latin America, while preserving their identity. The objective is to take advantage of Natura’s existing structure and to improve operational synergies between the two businesses in areas such as infrastructure, finance and technology, to provide The Body Shop with consistent growth in the region,” says Paula Andrade.
In Latin America, the plan includes: the adaptation of the global portfolio to regional specificities, with a greater emphasis on the fragrance and gift categories; a review of the store network management; the adoption of new systems to make The Body Shop retail more competitive; and increased brand awareness. In addition, the group wants to optimize The Body Shop production costs by using the Natura production facilities.
“Our main goal is to expand The Body Shop’s presence in the region by preserving its feminist and activist identity and its key product features such as sustainably produced natural ingredients, and fair trade with economically vulnerable communities. Combining Natura’s expertise in the Brazilian and Latin American markets with the uniqueness of The Body Shop will certainly bring the brand presence to another level,” adds Andrade.
Natura’s retail operation also continues to expand, with 37 own stores in Brazil and nine in international markets. In the second quarter, there are plans to open eight more stores in Brazil.