Condor will force growth in the segments of cleaning, hygiene and beauty

The Condor made a movement important in 2014. The company of São Bento do Sul, which has a strong presence in the domestic market of toothbrushes and hair, brooms and cleaning accessories, sold his brushes unit for the Tiger. The transaction, which is still under approval of the Administrative Council for economic Defense (Cade), is valued at $ 42 million.
The decision had no bearing on the performance of the unit, which could profit, ensures the General Director of Condor, Alexander Wiggers. The measure, says the Executive, was strategic: with the sale of the Division of brushes, the company will be able to focus its growth from the development of other lines of products to its portfolio.
The goal is to reach the tip of the cleaning products market, a position that the company already occupies in the segment of hair brushes, and approach of the leaders in production of toothbrushes.
— We will accelerate these businesses — account Wiggers.
To strengthen its presence in these niches, the company will spend this year, R $ 17.6 million for the development of new technologies, expansion of production capacity and manufacturing of new items.
The main investment should be at the point of sale. In addition to renew lines more often, the Condor will bet in visual and in the exhibition of products, increasing the visibility of the brand in the eyes of the customers. In larger stores, the company studies have promoters.
The strategy, says Wiggers, was set even before the economic situation which takes account of the country earn bigger proportions.
— Is in times of crisis that we have to be better than our competitors. The consumption will continue to exist. People won't stop buying — evaluates the Executive.
The company's expectations are positive. Despite virtually lose a whole month of sales in 2014 (June, according to the World Cup, was the worst of recent years in terms of results), the Condor was able to end the year with growth of 9% in sales, which totaled r $ 329 million. Net income was r $ 24.9 million.
For 2015, the estimate is an increase of 13% in the recipe.