PL Connection, the main event of private label hotel from Latin America, it received more than 1500 people on Tuesday, September 17, during the first day of programming.Promoted by Francal and Amicci, the meeting brought together companies, buyers and industry experts to boost the growth of this market. It occurs simultaneously to the Latam Retail Show, the largest B2B retail and consumer event in Latin America.
“We are extremely pleased with the success of the first day of PL Connection, reinforcing the importance of the event as the main meeting point for companies and experts in the private label hotel in Latin America”, says Fernando Ruas, CEO of Francal.
Opening the event, Ana Laura Tambasco, Executive Director of Private Brands at Sam’s Club/Carrefour, and Kiko Binato, CEO of Avenida Supermarkets, shared the strategies that boosted their own brands in Brazilian retail. The panel, moderated by Sergio Alvim, CEO of SA+ Varejo, brought to light the challenges and learnings in implementing these initiatives.
The speakers agreed that the own brands are fundamental to increase profitability and retain customers, functioning as a competitive differential. Despite representing only 2% of the Brazilian market, there is great potential for growth, following the example of Europe, where the penetration of these brands reaches 40%. Innovation and control of the production chain were pointed out as essential to ensure quality and consumer confidence
Ana Maria Diniz, co-founder of Polvo Lab, during the lecture “Sustainable and strategic model in the development of own brands”, highlighted the importance of aligning the positioning of companies private labels with the retailer to ensure its success, emphasizing that brands must add value mainly for quality, and not just for price.
She also recalled the launch of the Taeq brand in the early 2000s, in response to the growing demand for healthy products.Positioned as a reference in well-being, Taeq helped consolidate Sugar Loaf as an innovative supermarket, valuing health and life balance.
Sector in expansion and transformation
Jean Carlo Klaumann, CEO of Neogrid, highlighted the impact of artificial intelligence (AI), Retail Media and collaboration between suppliers on increasing revenues and margins in retail. Klaumann warned that 70% of promotions in Brazilian retail are still based on direct discounts, which affects margins. He proposed innovative solutions such as PromoTrade, which generated an increase of R$ 42 million in sales in the first months of operation. The NIA also helps retailers to predict the impact of promotions, maximizing return on investment.
The lecture “COMEX 'External Trade: Enabling imported exclusive products” brought together retail and foreign trade experts. Moderated by Renato Lantin, from Amicci, the panel was attended by Pedro Cajueiro, from the CVLB Group, Luiz Roberto Baruzzi, from Rede SP, and Mila Ferraro de Oliveira, from Spicy.
Cajueiro highlighted the increase of 20% in the volume of products imported in Brazil in 2023, compared to the previous year. This growth was driven by the demand for exclusive and quality items, especially in seasonal seasons such as Black Friday and Natal. Mila Ferraro stressed the importance of own brands and imported products in the luxury market, citing Spicy's strategy to offer high quality and differentiated items. For her, these practices help strengthen the presence in the market.
Luiz Roberto Baruzzi addressed the collaboration between retail chains to optimize the purchase of imported products, highlighting how Rede SP benefits from better commercial conditions and variety of items through economies of scale.
In another panel, Rubens Batista, CEO of Martins Atacadista, discussed the evolution of private labels in his sector in a lecture moderated by Antonio Sa, founding partner of Amicci private labels, in addition to highlighting the transformation of Martins into a marketplace and service distribution platform.
The company's strategy involves engaging its commercial representatives in promoting its own brands, offering financial support for product exposure and store remodeling. Batista also expressed optimism about the future of the segment in Brazil, highlighting its growth potential by following successful examples from Europe and the United States.
Closing the schedule of the first day, Cibele Regis, CEO and partner of Bengloria, presented the trajectory of the cosmetics brand founded in partnership with actress Gloria Pires. Cibele highlighted that the brand is the only one in Brazil to use 100% of Amazonian ingredients, reinforcing the commitment to the local economy and the communities of the region. According to her, the brand reflects the personal values of the actress, especially in her sustainable routine.
Among the main pillars of Bemgloria are accessibility, with high quality products at competitive prices, and technological innovation, which takes advantage of the natural cycles of the Amazon to create effective and ecological cosmetics.The use of assets such as Buriti and Murumuru exemplifies this approach, ensuring not only the appreciation of natural resources, but also the regeneration of the ecosystem.
Cibele concluded the lecture by expressing optimism about the future of the brand and its impact on the cosmetics market, while maintaining the focus on transformation and conscious consumption in Brazil.
PL Connection 2024
Day: 17 To 19 September 2024
Time: from 10h to 20h in the first two days. On the third day, from 10h to 18h.
Location: Expo Center Norte – Rua Jose Bernardo Pinto, 333 0 (SP) Vila Guilherme, Sao Paulo.
More information about PL Connection 2024: https://plconnection.com.br/
