The Beauty Box, the Apothecary, begins to operate in the Northeast

The multibrand The Beauty Box beauty, with 40 stores in six Brazilian States, today inaugurated three stores in Recife, starting its operations in the Northeast.
The expansion plan for 2016 involves 16 new stores. Three-two units in São Paulo and one in Balneário Camboriú (Santa Catarina)-opened the doors in recent months and, in October, three more will be opened in Victoria.
The negotiation of sales points is easier this year, says Breno Salek, Director of marketing and sales. "Apparently the mood is improving, but the cycles are longer in shopping malls. So, the crisis brought the opportunity to find good sites at prices well negotiated. "
In four years of operation, The Beauty Box, O Boticário group, sum 40 shops, all bare, in São Paulo, Rio, Minas Gerais, Paraná, Santa Catarina and Federal District. The franchise model is not on strategy, at least for now, because the operation is mainly of resale of international brands, says Salek.
With the rise of the dollar at the beginning of the year, the Brazilians began to spend less on international travel and the reflection to the Beauty Box was "very well, with double-digit growth," said the Director of sales. In the second quarter business slowed, which he attributes to lack of consumer confidence, unemployment and economic uncertainties.
"In the last two months we feel a sharp upturn in sales, with improvement of the mood of the consumer," says Salek. In 2016 sales returned recently to two digits.
Among the international brands sold are Carolina Herrera, Dior and Lancome. The company has semiexclusivas marks, as the Frenchwoman Nuxe and The Balm, beyond the own Products of Beauty.