Companies look more abroad

Open shops abroad and exports strengthen the results of shoe manufacturers and beauty products in the second quarter. The fragility of the internal market and the fall of the real against other currencies do external economies-many of them more heated than the Brazil-win space in plans of the companies of the two sectors this year.
Natura, the country's largest cosmetic maker, raised the participation of international recipes from 18% to 27% in a year, until the second quarter of 2015. Revenue in Latin America rose by 29.4% in local currency and 59.3% in reais from April to June, while sales in Brazil fell 4.6%, in comparison with a year before.
Owner of the Ekos marks and Una, Natura operates in Brazil primarily with direct sales. Abroad, the focus is the physical stores Australian brand Aesop, acquired in 2012-the network has grown from 89 stores in June last year, to 112, until June of this year. The performance jumped from 11 to 16 countries.
While things abroad go well, the company says that the biggest challenge is to retrieve the sales growth in Brazil in an environment of strong competition and internal challenges.
The Berachah, purveyor of natural ingredients of Brazilian biodiversity, States that the high of other currencies against the real contributes to the "mark-up" (a percentage added to the cost of merchandise to arrive at the sale price), but has nothing to do with competitiveness. "It's a matter of maturity abroad", says the Executive Director Daniel Sabará on the expansion of sales to other countries. Exports accounted for 26% of revenue in 2011, rose to 38% in 2014 and should reach 50 percent by the end of 2015.
The Berachah began exports in 2000, in 2010 has created a subsidiary in France and in another subsidiary in the United States established 2011, both Office and inventory model sites. About of 40 countries are met by subsidiaries and 22 distributors. The company evaluates strengthen the international position with a research and Innovation Center in France. The Group's annual revenue is about $ 200 million, being R $ 32 million personal care Division.
The paulista Inoar, hair products, expects to reach December with exports accounting for 20% of production, up from 15% at the end of the first half. The company sells to countries like United States, Mexico, Russia and South Africa and credits the growth to expansion of overseas markets. In Brazil, the company expanded revenues in 30% in the first half with improved distribution in markets that had little acting as North and Northeast.
In the footwear sector, exports of Grendene rose 17.6% in the three months to June, to $ 121 million, while domestic sales fell 11.6%. "The exchange rate is still favourable and, in our understanding, with prospects to encourage even more export conditions in the second half," said the company in its results report. The participation of exports in gross revenue rose from 24.5% to 26.2% in the comparison between the first half of 2014 and 2015.
The operation in Argentina was featured in performance of Sneakers in the second quarter. Net sales in Argentina grew 62%, to R $ 234,3 million. The increase occurred by adjustments in prices and the appreciation of 24% in relation to the real. Sales for the other countries have risen 22%, to R $ 218,2 million. The result was associated with the appreciation of the dollar and the euro on the Brazilian fashion.
"What I can guarantee is that the export conditions remain. Last year, the company cut expenses on operation in Argentina and the expectation is of very good results, "said the President of Alpargatas, Marcio Utsch, speaking to analysts in early August.
Arezzo's gross revenues abroad totaled r $ 30.5 million in the quarter, up 83% compared to the previous year. The growth came mainly from the reactivation of business with external partners of the mark Schutz, who increased purchases after the fall of the real against the dollar, said Alexandre Birman.
The Arezzo changed the strategy in the United States at the beginning of the year. Sent executives to work in New York and changed the product mix, the price of entry, marketing and communication plan. According to Birman, the results have been very positive. The company hopes that exports have lower pace in the second half of the year, but with healthy growth and good gross margins.
According to data from the Bureau of foreign trade (Secex) of the Ministry of development, industry and foreign trade (Mdic), exports of beauty and hygiene products totaled $ 288 million in the first half. The sector recorded strong monthly growth from January to March, lost pace in April and may, but returned the next in June and July. In footwear, exports amount to $ 544 million from January to July.