Ri Happy invests in network of products for baby

The performance of a reserved area for products for babies in 40 PBKids stores made the Ri Happy, which bought rival network in June 2012, decided to invest more heavily in the segment. The group, owner of the two retailers of toys and controlled by Carlyle Fund launches tomorrow a third chain of stores, the Ri Happy Baby. Héctor Núñez, the company's Chief Executive, said the value that the plan is to open 100 brand new points until 2018. The initiative will consume investments of about R $ 200 million.
The stores will have 500 m2 and an offer of about 4 thousand items for babies from zero to three years, from strollers to clothing and toiletries. In addition, of course, toys. There will also be specific products for pregnant women, such as socks and lingerie. The project has made the group added at least 50 companies to its roster of suppliers.
According to Núñez, the market of products for babies and children up to 3 years moves about $ 23 billion a year in the country, including furniture like cribs and dressers. "More than twice the market for toys, of almost $ 9 billion," he said. Initially, mobile will not be part of the portfolio of Ri Happy Baby, but the idea is to enter the segment in the future. "It's a market that interests us and certainly will be in it."
The first store Ri Happy Baby will be inaugurated tomorrow at the Mall São Bernardo Plaza in São Bernardo do Campo (SP). On Thursday, will open the second in San Jose (SC), on the Mainland Park Mall. A third is scheduled for December in Ribeirão Preto (SP). In São Paulo, the premiere should take place in the first half of next year. And on October 1, start the site brand new sales.
The slowdown of the economy does not affect the plans of the group, which is investing some $ 200 million by 2015 in the expansion of networks of toys. The goal is to reach around 300 units of the two flags-today are 198, 131 from PBKids Happy and 67 of Ri. With this, the total revenues should reach $ 2 billion in 2015, twice the obtained last year.
"Despite the fact that Brazil is not at the same pace in recent years, we are here for the long term," said Nunez. "The game is a marathon, not 100-yard dash." In addition, the market for products to baby shows more resistant to economic fluctuations than other sectors. "Parents may leave fewer times per month to eat out, for example, but I always want the best for their children," he added.
For this reason, the Ri Happy isn't the only one watching closely to consumers who have small children. The network Hello Baby, which also has a large model shops (at least 800 m2) and wide assortment (about 10 thousand items), initiated this year's expansion outside of the State of São Paulo, with a store in Rio. "The baby products market behaves more or less linear. For the son, the mother gives priority, "said Milton Bueno, marketing manager of Hello Baby. The family-controlled company, has 21 points of sale and a core network of space Gestate, aimed for pregnant women.
According to Bueno, the sales have been increasing 20% this year about 2012. Last year, the high was 30%. "We have been hit by the slowdown, but not as much," he said. Without considering the opening of shops, current growth is between 8% and 9%. Until December, two more points Hello Baby must be opened-one of them in the Midwest. For 2014 are provided for three more units and entry into the northeastern market.
On Ri Happy Baby, in addition to the stores, the expansion plan foresees 50 m2 spaces within existing stores Happy Ri (following the model of "store in store" already used in PBKids). In some places, like in San Jose (SC), the new brand will be installed next to the store Ri Happy, with a corridor that will allow the transit between the two.
Núñez prefers not to project revenue or market share for the new network. The expectation of the group is to extend the power of their brands for the new project. In toys, the Group's leader in the country, with 23% of sales.