Hering launches brand of underwear and beach

Still trying to recover the pace of growth of its main flag (Hering), Cia. Hering Hering's brand launches today for you-swimwear, intimate and fitness. While not be ready the first exclusive shop of the brand, the products will be sold through the company's website, in stores large and Hering in multi-brand channel.
According to Luis Bueno, Director of Hering and Hering for you, you will need at least a year, until the brand new design is ready to be released as a franchise. "We need at least the ' rotate ' the four seasons of the year," he says.
The first store of Hering for you, which will occupy between 80 and 100 square meters, will be opened in São Paulo in the third quarter, but the location has not yet been set. The expectation is that other unique units, whose number is not revealed, to be opened this year, all its own.
According to Bueno, the Hering for you will also sell a category of products called "loungewear"-IE, clothes for moments of leisure and relaxation-what is new in Brazil. "I think it's going to be a big hit [the category of ' loungewear '] and a business with good margins".
The company has acted in other categories in the multi-brand and network channel Hering. Together, the fitness markets, intimate and beach fashion reached R $ 14 billion in 2012 in Brazil. The amount is equivalent to the market of children's fashion, in which the company operates with Hering Kids networks and PUC. "The size of the market, we believe that Hering For You could become a very important business for the company".
The first collection of Hering for you brings a total of 600 different items with a price positioning "competitive". The Executive does not reveal how much the company is investing in the brand's launch this year, but says that there should be no negative pressure on the banks of the company.
About 70% of the products of Hering for you will be manufactured domestically by the Cia Hering. The remainder-mainly of fitness-will come from Southeast Asia.
The launch of Hering For You occurs at a time when the main network of company stores-Hering-has shown the difficulties of growing up. Since last year, sales in stores open more than a year fall or grow.
The phenomenon prompted the company to restructure the management of its brands, which have been given individual command. The new organizational structure have increased expenses, while the "turning point" in sales is expected only for the second half. "In the second quarter, the pace is still similar to that of the first," he says.
Last year, the CLA. Hering grossed $ 2 billion, with a high of 12.6%, and profited $ 318,7 million, an increase of 2.3% compared to 2012.