In the global cosmetics and fragrance market, companies are constantly challenged to innovate, adapt and grow amid fierce competition. Among them, Brazilian brand Granado has not only stood the test of time, but also carved out its own niche in an increasingly crowded market, attracting consumers looking for products steeped in history and authenticity. In 2023, the group achieved a record turnover of 1.4 billion Brazilian reais (around 333 million euros or 360 dollars), an increase of almost 35% compared to 2022.
Duo familial
Behind this success, a father-daughter duo: Christopher FreemanCEO, and Guerrilla Freeman, marketing and sales director. The first acquired the brand in 1994 from the last heir of the founding family, the second joined the company in 2005. With the help of a French consultant, they renovated the identity of the sleeping beauty by capitalizing on its heritage, develop new lines and open their first own stores in Brazil. They adopted a similar strategy with Phebo, a historic perfume brand from the north of the country, and purchased in 1998. Today, Phebo represents 40% of turnover.
The group has 93 stores in Brazil, including 4 Phebo stores, and 7 stores internationally, the last of which was inaugurated in New York on February 2, on Madison Avenue.
But if the opening of the stores has allowed the brand to reconnect with its identity, diversify its offering and move upmarket, the majority of turnover is still achieved in drugstores and mass distribution in Brazil, where Granado is appreciated for its soaps, toiletries and body care products.
Focus on perfume
Entry into the perfume category is part of this strategy of diversification and moving upmarket. In a very competitive Brazilian market, the brand opted for quality by choosing to macerate its perfumes, which was not a widespread practice in Brazil. The company also collaborated with foreign perfumers to create innovative fragrances, attracting the attention of existing and new consumers in Brazil and abroad. A profitable strategy since perfumes already represent 24% of sales in the brand’s own boutiques.
Perfumes also lead sales in stores outside Brazil. “This led us to rethink our concept of international stores, to give more space to this category,” explains Sissi Freeman to Premium Beauty News.
At the end of 2023, Granado reopened its first Parisian boutique, in the Marais district, after renovation work intended to enhance its offer of perfumes and candles in a vintage universe mixing Art-Deco and a tropical atmosphere.
“Although international sales still represent only a fraction of our global turnover, we are convinced that the potential is enormous for the brand. Our international development has helped us broaden our spirit thanks to collaborations which have also been decisive in Brazil,” underlines the marketing and sales director. “Thus, thanks to our collaboration with French perfumer Cécile Zaorkian, we were able to develop a fragrance with coconut notes that appealed to both Brazilian and international consumers,” she continues.
In a constantly evolving market and international expectations different from those of its domestic market, Granado has chosen to continually innovate and introduce new products while remaining true to its roots. So far this has proven to be the recipe for success!
2024-03-12 02:55:54
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