After opening three physical stores in São Paulo, Enjoei, the leading platform for buying and selling circular fashion in Brazil, is taking an important step towards growing in retail: the brand will now expand its business model through franchises.
With plans to open 300 units over the next three years, Enjoei will prioritize the search for franchisees in the regions of São Paulo, Rio de Janeiro and Belo Horizonte, but the brand is open to good opportunities in other locations, with an initial focus on cities with more than 300,000 inhabitants.
The goal is to bring the second-hand circular fashion market to brick-and-mortar retail with Enjoei's signature: organized, with unique pieces and guaranteed quality. "Enjoei has been one of the major agents of transformation regarding used goods consumption in Brazil, and we are convinced that this habit will only grow. The world needs it to advance; it's a matter of civility," says founder Ana Luiza McLaren.
The initiative to bring the second-hand market to physical stores reflects Enjoei's vision that there is still much to be explored in the retail universe. With research revealing that the offline second-hand market is four times larger than the digital one and is expected to generate R$ 58 billion in Brazil by 2027, the brand sees a great growth opportunity. Globally, the secondhand clothing market is expected to reach $350 billion by 2028 and account for 10% of the global fashion market by 2025.
Franchisee profile
The brand is seeking franchisees with retail experience who align with the vision of circular fashion. Enjoei's franchise, just like on the online platform, offers customers the opportunity to purchase renowned brands at affordable prices, helping to give a new purpose to items that are no longer used, promoting more conscious consumption.
The Enjoei franchisee will be responsible for acquiring stock directly from people interested in selling their used items. The screening, which lasts about 45 minutes, will be conducted by a trained store professional.
Enjoei's exclusive operational intelligence
The initial stock to open the franchise will be approximately 4,000 pieces, with exclusive software assisting in pricing the merchandise. Created and developed by Enjoei, the system is based on previous sales data on the online platform. Agile and intuitive, the software is constantly updated.
In this way, the company combines the expertise accumulated over 15 years of buying and selling circular fashion in the digital environment with the flexibility and customization of each franchise in the physical environment.
Franchisee support
Enjoei offers extensive support to franchisees, including:
- Exclusive digital pricing system;
- Management systems and operating manuals
- Help in choosing a commercial location
- Monitoring the implementation of the unit
- Training for franchisees and teams
- Support in marketing actions and field consultancy
- Business intelligence tools and refresher training
The initial investment to open an Enjoei franchise starts at R$650,000.
