The haberdashery-turned anchor shopping center

The small cabinet of 100 square meters (m ²), founded in 1968, in the interior of Bahia, became anchor shopping center and is about to join the select group of billion dollar companies. Still unknown in the Southeast, the retail chain Le Biscuit, which sells toys to housewares, should close the year with 124 stores in 13 Brazilian States and annual revenues close to R $1 billion. Until 2011, the network-created by Bahia Aristotle Santanna-had only 19 units in Bahia and Sergipe, which amounted to R $190 million revenue. It was from there that the haberdashery founded on Street Sales Barbosa, centro popular de Feira de Santana (BA), began an ambitious expansion plan including States outside of the Northeast axis. The entrance to the management company Vinci Partners, which administers R $22 billion in assets and has a stake in companies such as Burger King and Cecrisa, gave the breath needed for the company to try out new markets. In 2012, the Vinci bought the family 49% stake of Santanna Le Biscuit and contributed $230 million R on the network. Back and forth, the company underwent a revolution. Opened stores in São Paulo, Minas Gerais, Espírito Santo and spread the brand for all Northeastern States and Stop. "Our expansion plan is double in size until 2020," said the President of Le Biscuit, Roberto Hentzy. This means the end of this period with 200 units in the Country. "Our strategy is of densification, opening stores in States where we do not yet have a presence", says the Executive, noting that Sao Paulo should win new units in 2019. At the time, the company is choosing sites and trading spaces. Unlike the past, today the network requires areas of up to 1200 m ² to install. About 80% of the shops of Le Biscuit are in shopping. The network sells every product type: stationery, party items, hygiene products, beauty and fashion, bed, bath & beyond, home appliances and food, among other products. About 30% of the products are imported from countries such as China, Viet Nam and Turkey. "So, we always have different products that surprise consumers who pass through our stores." With the diversity of products and presence both in street trading as shopping, the company has managed to attract consumers from various classes. "Despite the worst economic environment in recent years, our growth rates have stayed above two digits," says Hentzy, who took charge of the company in 2015. He replaced Alvaro Santanna, son of the founder, who went on to occupy the Presidency of the Council of Le Biscuit. "I started working in the company with 18 years of age at my father's side. In 1994, took over the Presidency and stayed till Roberto (Hentzy) reach, "says Alvaro. According to him, the partnership with Vinci was the opportunity that the family saw to multiply the company's business in the country. New partner. Last year, the expansion and modernization of the Group won R $100 million reinforcement with the entry of the American Manager Siguler Guff. With the operation, the Vinci got a controlling stake of 45%, 45% and Santanna family Siguler Guff, 10%. In addition to openings of stores, the Group launched a franchise program for cities with a population between 50000 and 200,000 inhabitants. The first unit should be open in the first quarter of next year, possibly in Bahia. With the program, the company will be able to expand the presence of the brand in more squares and concentrate investments in more profitable markets. In addition, the Le Biscuit has wagered on other alternatives to strengthen relationship with customers. There are 12 months, released a card that already accounts for 7% to 8% of net sales. Next month, will launch an application with discount deals and coupons for customers. About online sales, Hentzy States that it is a plan for the future. The retail specialist Jean Paul Rebetez, Managing Director of GS, GS group Consult & & Gouvea de Souza, claims that this is an item that the company would need to move more quickly to compete with other groups, such as Preçolândia and Camicado. "Anyway, I see that the network is facing competitors", says the consultant. For him, the housewares market – the Le Biscuit also represents – has had a very strong matured in recent years, with greater strength and muscle tone.