São Paulo already accounts for the second-largest market in Panvel’s e-commerce channel. The company also has stores in Santa Catarina and Paraná, and a further 38 branches are expected to open their doors by the end of the year in the four Brazilian states where the chain operates.
The São Paulo store will be focused on beauty and personal care products, Panvel’s fastest-growing segment, whose sales account for 35% of total revenues. Emphasis will be placed on its own-brand products, which currently make up 18% of sales. The new shop will offer 500 own-brand items, including makeup, sunscreens, orthotics, baby care and men’s grooming products.
Panvel has been operating for 43 years and has over 350 branches and 15,000 items available, including drugs, personal care and beauty products. The chain is part of the Dimed Group, owner of Dimed drug distributor and Lifar laboratory, its manufacturing division for cosmetics, drugs and food products. Lifar develops products for local and international companies, including Panvel’s own brand.
One of the new features of the São Paulo store is a convenience space that gathers cell phone accessories and a mix of baby care products, including bathtubs and hot tubs for babies. According to Julio Mottin Neto, CEO of the Dimed Group, the store’s model seeks to increase impulse sales and facilitate customer flow.
Panvel expects to end the year with more than 380 stores, which will require investments of R$ 35 million. In 2015, the Dimed Group recorded revenues of over R$ 2 billion.