São Paulo – Moroccan franchise chain Morana, which already has 106 costume jewellery shops in Brazil, started the company internationalisation process in the United States and Portugal two years ago. Early this year, the company opened its first unit in Colombia and is now preparing its entry into France. The new shop should be opened in coming months, in Paris. Last year, Morana had revenues of 68 million reals and plans to grow another 40% in 2009.
According to Eduardo Morita, Marketing and Expansion manager at the chain, who is in charge of the internationalisation process, Morana leadership in the costume jewellery and accessory market is clear due to the lack of direct competition, that is, other retail chains that trade accessories in the “fast fashion” system, which means high collection rotation and great exchange of stocks.
The director explained that most of the retail existing in the sector is made up of small shops that, totalling around 3,500 establishments. "Participation of Morana in this market is 40%, with shops in practically all the Brazilian states, except for Roraima and Acre," he said.
"Now the company has two special focuses for expansion. One of them is the interior of Brazil, as we are in almost all capitals. The other is heavyweight investment abroad to grow in other countries," explained Morita.
Morana has units in Porto (Portugal), Nova York and Los Angeles (USA) and Bogotá (Colombia) and an enormous list of franchise candidates in several parts of the world, as profitability at a shop is as high as 20%, with sales to an average of 1,600 clients a month at each shop.
According to Morita, due to the great success of Morana expansion, the company opened its second costume jewellery franchise chain, Balonè, two years ago. This time, however, the focus was in the fashion store concept, with products following a more daring line than the classic Morana products. Morana and Balonè are part of Ornatus group, which also manages Asian fast food chain Jin Jin Wok.
Contact
Site: www.morana.com.br
Telephone: (+55 11) 4208 6200
*Translated by Mark Ament
