O Boticario, business unit of the Boticario Group celebrates 35 years with the announcement of good results achieved in 2011 and by the end of the year a series of actions aimed at consumers to celebrate its 35 year history. Among them the project 'Essences of O Boticario', a sensory journey through the brand perfumery, created in partnership with Firmenich, one of the most traditional fragrance houses in the world, that will visit six state capitals this year. The premiere is today in Sao Paulo at Shopping Eldorado, and goes through March 29. Then the exhibition will travel through the main shopping center of the capitals of Rio de Janeiro, Salvador, Recife, Belo Horizonte and Porto Alegre.
The largest network of franchises and perfumery in the world with over 900 franchisees, invoiced US$ 3 billion with the 3.260 brand stores, an increase of 19% compared to 2010. In three years, the network has doubled its invoicing - in 2008, the amount was of US$ 1,5 billion.
The figure has elevated O Boticario to the first place in the ranking of the largest franchise networks in sales in Brazil, according to the Brazilian Franchising Association (ABF). For 2012, the expectation is to maintain the pace of growth and open about 250 stores in Brazil.
"The year 2011 was excellent for the company. We grew above the market average. We have known to take advantage of the increased consumption of cosmetics and perfumery items in Brazil putting in place important projects that contributed to this result, "explains the executive director of Marketing and Sales O Boticario, Andrea Mota. "The new logo and positioning O Boticario, a new store openings, products launching, actions with consumers, considerable investments in marketing and participation in the two editions of the Sao Paulo Fashion Week are just some examples of successful actions. All this, of course, with the support and work of our franchisees, "adds the executive.
Last year were opened 240 new stores against 180 in 2010. Currently, The Apothecary is in 1,650 Brazilian municipalities with 3,260 units, employing over 22,000 employees.
In the international market, O Boticario is in eight countries - Portugal, United States, Japan, Angola, Mozambique, Saudi Arabia, Venezuela and Paraguay - with 65 stores and more than 100 selling points. Portugal, where the brand has been present for 25 years, is the largest market outside of Brazil. This year, the company's goal is to increasingly consolidate the presence in these countries it already operates, increasing the number of shops and participation in partner selling points.
Brazil as focus
O Boticario still has as plan for 2012 to continue projects started in the last two years and that will contribute to maintaining the pace of growth. The direct sale channel, which was started in 2010 as a pilot project in partnership with franchisees from a Southeast city and another of the Northeast, is expanding to other regions of the country. The pilot project of the stores of personal care line - Nativa SPA -, started in March 2011 also in partnership with franchisees, remain in the cities of Sao Paulo, Sao Jose do Rio Preto, Salvador and Curitiba and will have the increase of the Nativa SPA portfolio, unique to these selling points.
In the company's plans are still the continuing the program "The Future in our hands", to capacitate the successors of the current franchisees (children and other relatives), a promotion with more than $ 522,3 thousand in prizes until December and several promotions in stores and even a commemorative stamp to mark 35 years of the brand printed in the stores, tote bags and all communications of O Boticario, among other actions.
Keep me informed