At the lecture held today, September 18, at the PL Connection 2024 event, Thiago Rebello, CEO of Grupo Ri Happy/PBKIDS, shared the success story of the company's own brands, highlighting the strategies adopted to differentiate and consolidate the brand's leadership in the toy market.
One of the main strategies for generating value and standing out in the market, according to Rebello, is the development of private labels. He explained that private labels go beyond being just a cheaper product alternative, but a way to offer something exclusive and of high quality. "If we have what everyone else has, we compete on price and timing. But if we have something unique, we stand out in the market," the CEO stated.
With this vision, Ri Happy has created and strengthened its own brands, such as. FanFan, focused on accessories and toys for girls, and the Minimifocused on early childhood education. Rebello emphasized that FanFan It already accounts for 47% of sales of women's accessories at Ri Happy, being sought after by customers independently, which demonstrates the success of the brand.
Furthermore, he mentioned the New ToysThe business unit that handles all the private-label operations of the group, including product development and importation. It already ranks as the sixth largest toy company in Brazil, and the CEO highlighted that there is enormous potential to expand this operation.
The creation of events and unique experiences in stores was another strong point addressed by Rebello. He highlighted initiatives such as the RepSaturday and the Saturday Kids, which take place in all Ri Happy/PBKIDS stores, offering recreational activities for children and turning the store into a true destination for families.
"The physical retail has the opportunity to create magical moments with children and families, and that's what we're doing," they shared.
He also mentioned the success of the car collector events, which attract large audiences and generate a significant increase in sales, reaching a 351% 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 their 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 its own life.
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.
