Kopenhagen invests in expansion

The CRM Group, owner of the trademarks Kopenhagen, Chocolates Cocoa Brazil and Dan Top, will invest $ 70 million by 2015 in the expansion of the factory and into a new distribution center. About half of the money will come out of the box with the company and the other half will be financed by the Banco Nacional de Desenvolvimento Econômico e Social (BNDES). Additionally, you will apply $ 50 million on marketing this year, more than double from 2012.
The company opens tomorrow a concept store of Kopenhagen on rua Oscar Freire, região dos Jardins, in São Paulo. There, will sell decorative items, such as "bomboniéres". The new line will have 25 imported items and, for now, is a pilot project.
Investments in factory and distribution center are scheduled to meet the demand of the networks shops Kopenhagen and Chocolates Cocoa Brazil. The Group CRM projects earn about $ 760 million this year, almost 30% more than the r $ 590 million in 2012.
Increase production was already in the plans of the company in 2010, when it moved its factory from Tamboré (SP) to Extreme (MG). R $ 30 million will be invested in a distribution center attached to robotic mining unit. Construction should begin in January 2014 and end in the second quarter of 2015.
The other $ 40 million are being used to expand the production line-including the Easter eggs (to make 4 thousand per hour) and truffles (40 thousand per hour), plus "a great innovation" designed for 2014, according to Renata Moraes, Vice President of CRM Group.
In 2010, when changing the factory for Extreme, the Group invested r $ 120 million. The industrial park has gone from 8 000 m² to 31 thousand m² and production practically doubled-in 2013 will be 5.8 thousand tons and in 2014, nearly 7.5 million tons.
The expectation was that the Brand Chocolates Cocoa Brazil launched a year before focusing on the middle class, had strong development. "The growth happened and I had to do the expansion area," says Renata.
"If we hadn't invested in Cacao Brazil back then, today we would have a problem," he adds, referring to the increased power of middle-class consumption in recent years. The ticket-middle of Copenhagen is r $ 55, and the Chocolates Cocoa Brazil, r $ 10.
The Group designs end 2013 with 330 stores in Copenhagen and 500 of Chocolates Cocoa Brazil. Of the total, 30 are bare, and the remainder, franchises. By 2015, the plan is to have 1,180 shops, being 380 of Kopenhagen. "We changed the commercial structure, and the distribution center has to follow," says Renata.
The positioning of the brands weighs on the company decide by the opening of stores: the location of the Kopenhagen requires more time and investment. Renata says Minas Gerais is a State still little explored by the company, where "worth investing".
But finding the right location is difficult. It's been three years behind a point with the ideal film on rua Oscar Freire. The concept store, which will be the calling card of the brand, received $ 5 million, will have 130 m² and a led video screen on the facade, with almost three feet tall. The mall stores have 35 m², and the street, about 70 m².
The new store is more than three months in reform and "comes to Crown the 85 years of Copenhagen," says Renata. On Oscar Freire, the Kopenhagen will "deconstruct the architectural concept of the network," according to her, are nothing but the color, red, was retained. The new space will offer Nespresso coffee also, Chivas whisky and beer Given Bier-you done a version exclusive chocolate-as well as desserts like pies, which do not exist in other stores.