Hope comes to new 47

The Hope comes to 47 years of life with newcomer Pike. The company has been investing in franchising, in the last seven years, to modernize stores and on line extension in their collections, which, in addition to the underwear and sweaters WINS contours in swimwear and also in cosmetics. Sylvio Korytowski, Director of expansion of Hope, says that the idea to change the entire process of the company began in 2005. The result of all the work done so far, he says, is reflected in the growth of the brand, today with 118 shops in Brazil and abroad. "The network has two units in Portugal, two in Israel and three in Argentina. Last year opened a flagship of 200 m² in Oscar Freire, known for its high concentration of brands, in São Paulo. And its new business model is the Project Hope, created to enhance the brand in cities
where the franchise system is not viable shows by several factors, including the smallest number of inhabitants ", explains the Executive.
Partedasegundageraçãodafamilia, SandraChayo, diretoradeMarketingdaHope, along with the sisters, says that the most important way for the company to pursue its path of success and be close to the 50 years of youthful life was to follow the changes of retail. "Before, the value of a company
was the furniture. After the marketing. We realized that we had a strong brand that was not compatible with the sales. We left for the franchise system and thought in new business models. We left of hypermarkets and 70% of our business is still in stores, neighborhood stores
especially in large networks with a focus on fashion, "says Sandra.
She highlights the growth of e-commerce channel and the creation of Project Hope, which has a focus on cities with less than 200 inhabitants where the cost of a franchise makes the pay back. The model takes a bit of the franchise concept to these cities with the personalized service and all the product mix. Today there are more than 120 stores that received the design and estimate is 2013 with 250 stores close in this model. "The investment in furniture revolves around R $ 5 thousand and an area of at least three feet should be dedicated to products," details Korytowski.

Sandra Chayo points out that professional management was essential for the growth of the brand. Both she and the sisters and father, Nissim Hara, founder of the company, act in executive committees. For each area there are boards responsible for play projects. The investment in swimwear
and wear-away clothes to stay home — follow firm. And the company entered the cosmetic area. "We do not intend to be an apothecary or Natura but offer a gift option. At the moment, we have a line of perfumes in our sales channel, "she says. The company exports to the
South and Central America. The high of the dollar makes the operation more interesting, but hinders the import of raw materials. With three plants in operation, the Hope study the fourth plant. With the growth projections of the relief, the production needs to be expanded.
"We want to continue growing in various channels, including the internet. With franchises, the goal is to open 50 more units yet this year ", says the Executive.