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Companies & industry

Lush returns to Brazil with its largest store worldwide

No need to pine any longer - Brazilian fans of British sustainable cosmetics brand Lush no longer have to carry its products, hand made from fresh ingredients, back home in their suitcases. Seven years after closing in Brazil – where it once had 25 franchises – Lush is returning to the country with a bang.

Created 18 years ago, and with 900 retail shops distributed throughout 51 countries, in June this year the company inaugurated its largest store in the world, in the city of Sao Paulo. With 400 m2 of floorspace and an ecological design – including water management, energy efficiency, and furniture made from demolition wood – the flagship store, located in the upmarket Jardins district, also has the first Lush Spa in Latin America. The spa, which offers multisensory treatments, is already present in the UK, France, the US, Japan and Korea.

Lush's store in Sao Paulo

Lush’s store in Sao Paulo

Brazil is increasingly becoming a very attractive market for the cosmetics industry and retail. The country has consolidated itself as a stable and growing economy. For us, it just makes sense to be here,” said Renata Pagliarussi, general manager of operations of Lush in Brazil.

The economic scenario is not the same as it was seven years ago, and Lush’s strategy is also different now: the Brazilian store will be run from the British head office. “Back then, the Brazilian operations were led by a local partner, which ran into financial difficulties. The company’s headquarters in Britain tried to save the business, but it was not possible. The wealth of experience we have achieved makes it much easier for us to run our stores ourselves,” she says.

Known (and loved) worldwide for its ethos, including its support for fair trade and community initiatives, refusing to negotiate with companies that carry out animal testing, and minimizing the amounts of packaging used in its products, Lush Brazil invested in building its own factory, in the city of Bom Jesus dos Perdoes, in the countryside of Sao Paulo.

Brazilian consumers understand and value concepts like social responsibility, sustainability and ethics in all their relations. They are now much more demanding than seven years ago, and our philosophy and activities must meet these demands,” Pagliarussi says.

Focusing on the use of natural ingredients such as organic fruits and plants, the company does not have any agreements with Brazilian suppliers yet, as it is still in the stage of licensing its manufacture. “We have already hired a team to select local producers. Our aim is to source as many raw materials from Brazil as possible,” she says. Two years ago, Lush created the SLush Fund, to develop social projects in different countries.

Ro's Argan Body Conditioner

Ro’s Argan Body Conditioner

More than 300 Lush products are now available in the Sao Paulo store, including the brand’s bestsellers: Ro’s Argan body conditioner, Honey I Washed the Kids soap, Dream Cream body lotion, Sex Bomb bath bomb, and cinnamon, clove and peppermint solid shampoo bars. Brazilian customers can also find new items on the shelves, such as the Emotional Brilliance make-up range, launched two years ago, with products and colors associated with feelings and emotions.

With global sales of around US$ 600 million, Lush aims to expand its business in Brazil. The initial plan for its return to the country is to open 30 stores, as well as an e-Commerce site. “Many customers asked for Lush to return, and were buying our products from the English website while traveling abroad. It is very rewarding to be able to return to the country and have such wide acceptance among customers, both new and existing,” says Renata Pagliarussi.

Renata Martins

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© 2014 - Brazil Beauty News - www.brazilbeautynews.com

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