One of the Brazil’s top cosmetics company, Natura has opened its first bricks and mortar presence in the United States with a store in Manhattan, New York. The store has 960 sq ft space and is part of an over-arching strategy to open more freestanding stores, boosting retail’s contribution of revenue from 2 percent to 10 to 15 percent over the next five years. The intention is to expand the group’s international presence, which will see it concentrate on retail, rather than direct sales, in overseas markets.
“We are coming to the US with a different business model,” Andrea Alvares, Vice President of Marketing and Innovation told in a company press release. “Considering the development of the market, it made more sense for us to start with stores and e-commerce. The mixture of retail for the experience and the trial, with e-commerce so we can have widespread reach with an effective business model. We are prototyping this concept with the idea to scale it once we’ve got it nailed down.”
Natura Cosmeticos S.A have as the competitive differential, the concept to development products based on the biodiversity of the Brazilian flora. To immerse the public into their culture, Natura planned a series of interesting in-store events such as the Natutama – The Amazon Beyond the Rainforest. An exhibition of photographs of Eliseu Cavalcante’s trip to Amazon, where all the ingredients for Natura’s products come from, as a result of partnerships with local communities.
Sustainable development has been the company’s guiding principle since it was founded in 1969. Natura is Brazil’s number one cosmetics manufacturer, and the country’s leader in the direct sales sector. Based in Cajamar, São Paulo, the company employs around 7000 staff in seven countries: Brazil, Argentina, Chile, Mexico, Peru, Colombia and France. Since 2017, in United States.