Network of pharmacies gaucha Panvel will accelerate expansion in São Paulo

The Gaucho network Panvel, which has 415 stores in the South, is ready to take a leap in Sao Paulo from 2019. The company, which now has only four stores in the State capital, wants to reach 45 points of sale. According to the President of the retailer, Julius Mottin Neto, the idea is to accelerate the opening of units to ensure that, until the beginning of the next decade, Panvel has a relevant presence in the biggest market in the Country. So far, the steps of Panvel in São Paulo has been careful. The first unit was opened in 2013, in a shopping network, also in Rio Grande do Sul. This gradual movement will result in the opening of a fifth store in the State capital until early September. "We want to have a good position in class A and B, and not be the largest network (in Sao Paulo)," says Mottin Grandson, noting that the choice of points has been careful. From 2019, however, this expansion will gain pace, with forecast of ten new pharmacies per year. Behind this movement, according to Alberto Serrentino, founder of consultancy Varese, is the fact that the average drugstore networks have realized that there are still niches to be busy, despite the emergence of two giants with national ambitions in the sector: the streak Drogasil and P/São Paulo. Serrentino recalls that the practice has proved that, in the pharmaceutical market, bigger not always mean better. He cites the case of BTG Pactual, which suffered successive losses with the Brazil Pharma, which brings together active as Big Ben and Farmais. The Bank ended up undoing of the asset for a symbolic price. Today, Brazil Pharma faces a complex reorganization process. In this context, says the expert networks such as the Gaucho Panvel and São João, Paraná Nisei and para Extrafarma-this last part of the Ultra-realized they could continue to win market. "Pharmacies, or small networks are losing market in the capital. Inside, the segment continues to be fairly sprayed ", explains the consultant. Beauty. To differentiate, the Panvel, which grossed R $2.5 billion last year and is part of the Group Dimed, a differentiated portfolio of health and beauty. In addition to working with the major brands on the market — to make their rivals – Panvel also has a consolidated strategy of his own brand. The company owns a company that produces various items of your portfolio in the metropolitan region of Porto Alegre. The advantage of the bet on his own brand second Mottin, is the possibility to carry out promotions – a way to leverage sales in a crisis scenario. With this strategy, the company has grown, until that moment of 2018, 9% over the past year. "We realized that people seek cheaper products in all segments", says the Executive. "In the case of deodorants, we realized that the sale only occurs with product in promotion of type ' take two, pay one '."