The franchising sector experienced significant growth in 2024. The latest survey from the Brazilian Franchising Association (ABF) shows that over a 12-month period, the sector’s growth was 14.4%, increasing from R$ 231.5 billion to R$ 264.8 billion. Among the highlighted areas, according to the entity, is the House and Construction sector. It is in this positive scenario that CentralAr.com, a leading and reference in sales in the air conditioning e-commerce segment in Brazil, begins its expansion by opening its first franchises.
The brand, which celebrated 35 years in the air conditioning market this year, achieved a turnover of approximately R$ 1 billion in 2024, with over 300,000 units sold and expects to grow up to 40% in 2025. As a goal for the coming months, CentralAr.com aims to expand its presence in the market through franchising, taking the brand to a direct sales channel with the end consumer through physical stores. The units will have widely recognized manufacturers in the market, such as LG, Samsung, Midea, Hitachi, Fujitsu, Daikin, Agratto, Consul, Gree, Elgin, Electrolux, Carrier, as well as specialized services such as installation and maintenance of equipment.
With this move, CentralAr.com intends to become the largest network of air conditioning stores in Brazil, with a project of over 200 units in five years. The first unit was opened in Araçatuba, in the interior of São Paulo, and already has three more stores in the regions of Itu, Itumbiara, and Goiânia, in the state of Goiás.
“We will bring all our expertise, values, and years of excellence in the digital air conditioning market to the physical environment. With the expansion of channels, we aim to generate new businesses and projects. Our focus is to consolidate the market with our partners through franchises. The new stores will strengthen and create a connection of the brand with the public, through a complete and innovative experience. We are pioneers and we want the franchisee to be a reference in their region,” explains Marcel Souza, partner and sales director of CentralAr.
:: Franchising Model of CentralAr.com
The brand offers different store options, ranging from 50m² to 150m², with two franchisee profiles, the first where the candidate migrates their brand, and the second where they start their first store, with an initial investment starting at R$ 75 thousand. According to the franchisor, the forecasted return is six months.
One of the main attractions of the brand to attract franchisees is that the units will not need a physical inventory – which will allow more space to showcase the products and services offered to the consumer, as well as reduce investment costs. A significant feature of the business model is that franchises are being developed with clients who are part of the CentralAr.com Partners program – a total of nearly six thousand participants, including installers, retailers, architects, and professionals in the field.
“With franchises, we will create an extremely high delivery standard focused on providing a unique customer experience. We will have the sale of products and services, all in a qualified space with highly trained consultants, enhancing sales,” explains Sandro Soder, Franchise Coordinator of CentralAr.com.
The brand will provide all support for the franchisee, such as initial training, assistance in choosing the commercial location, and in hiring a team. Continuously, CentralAr.com will offer support in conventions, mentoring, sales management software, goal tracking, product launches and new lines, and training. Operational and technical assistance, as well as marketing and promotional actions, are also part of the support package that the franchisee will receive.
Technical Data:
Year of foundation / Start of franchising: 2024.
Current number of units: 4 units inaugurated in Araçatuba and Itu,
Goiânia, Itumbiara (Goiás) and Rio de Janeiro in progress.
Initial investment: R$75 thousand reais.
Royalties: 6%
Payback period: 6 months.
Physical space – Average footage: 50m² to 150m².
Number of employees: from 03 to 15 employees.
Advertising / publicity fund: 1%
