At the lecture held today, 18 September, at the PL Connection 2024 event, Thiago Rebello, CEO do Grupo Ri Happy/PBKIDS, shared the success story of the company's private label brands, 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 cheaper product alternative, being a way to offer something exclusive and of high quality. If we have what everyone has, we compete on price and delivery time. 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, and aMinimi, focused on the early childhood segment. Rebello highlighted that theFanFanalready accounts for 47% of female accessory sales at Ri Happy, being sought by clients independently, what demonstrates the success of the brand
Furthermore, he mentioned theNuevos juguetes, the business unit that manages the group's entire private label operation, including product development and importation. She already ranks as the sixth largest toy company in Brazil, e o CEO destacou que o potencial é enorme para expandir essa operação
The creation of unique events and experiences in stores was another strong point highlighted by Rebello. He highlighted initiatives such as theRepSaturdayand theSábado 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
The physical retail has the opportunity to create magical moments with children and families, and that's what we're doing, shared
He also mentioned the success of the collector car events, que atraem grande público e geram um aumento significativo nas vendas, reaching 35% growth in conversion during event days. These examples reinforce Ri Happy's strategy of offering much more than products, creating constant reasons for customers to visit your stores
Thiago also shared his vision on the future of private labels in the Ri Happy Group. He believes that each of them has the potential to become an independent business, with a life of its own
PL Connection 2024
Day17 to 19 September 2024
Schedulefrom 10am to 8pm on the first two days. On the third day, from 10am to 6pm
LocalExpo Center North – José Bernardo Pinto Street, 333 – Vila Guilherme, São Paulo (SP)
