In the lecture held today, September 18, at the PL Connection 2024 event, Thiago Rebello, CEO do Grupo Ri Happy/PBKIDS, shared the success case of the company's private labels, highlighting the strategies adopted to differentiate and consolidate the brand's leadership in the toy market
One of the main strategies to generate value and differentiate in the market, according to Rebello, it is the development of private labels. He explained that the private label goes beyond a mere alternative of a cheaper product, being a way to offer something exclusive and of high quality. If we have what everyone has, we compete on price and deadline. But if we have something exclusive, we stand out in the market, stated the CEO
With this vision, Ri Happy created and strengthened its own brands, how theFanFan, focused on accessories and toys for girls, andMinimum, focused on the early childhood segment. Rebello highlighted that theFanFanalready represents 47% of women's accessories sales at Ri Happy, being sought by clients independently, what demonstrates the success of the brand
Furthermore, he mentioned theNew Toys, the business unit that takes care of the entire private label operation of the group, including product development and importation. It is already ranked as the sixth largest toy company in Brazil, and the CEO highlighted that the potential is huge to expand this operation
The creation of differentiated events and experiences in stores was another strong point addressed by Rebello. He highlighted initiatives such as theRepSaturdayand theSaturday Kids, que ocorrem em todas as lojas da Ri Happy/PBKIDS, offering recreational activities for children and transforming the store into a true destination for families
"Physical retail has the opportunity to create magical moments with children and families", and that is what we are doing, shared
He also mentioned the success of events for toy car collectors, that attract a large audience and generate a significant increase in sales, reaching 35% growth in conversion on event days. These examples reinforce Ri Happy's strategy of offering much more than just products, creating constant reasons for customers to visit your stores
Thiago also shared his vision on the future of private labels at Grupo Ri Happy. He believes that each of them has the potential to become an independent business, with a life of its own
PL Connection 2024
Then:September 17-19, 2024
Time:from 10am to 8pm on the first two days. On the third day, from 10am to 6pm
Local:Expo Center North – José Bernardo Pinto Street, 333 – Vila Guilherme, Sao Paulo (SP)
