Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Companies & industry

Phebo to open standalone stores in Brazil

Previously distributed in Granado points of sale, the iconic Brazilian brand successfully relaunched by Christopher Freeman, Phebo is now taking off by asserting its identity and opening three stores in Brazil. Purchased in 2004 by the British investor, Phebo is now following the exponential growth Granado has been enjoying for about ten years. Christopher Freeman, the group’s President, and his daughter Sissi Freeman, Marketing Director, shared their vision of the brand duo’s prospects with Brazil Beauty News.

Sissi and Christofer Freeman, Granado Group

Sissi and Christofer Freeman, Granado Group

Brazil Beauty News - You purchased Granado in 1994, as the historic brand was in need of modernization. Twenty years later, it embodies – again – the dynamism of Brazilian cosmetics with many points of sale and the beginnings of its global development.

Christopher Freeman - Granado is the oldest cosmetics brand in Brazil. Mr Granado, the founder’s grandson, sold it as they were facing difficulties. We repositioned it based on its beautiful heritage associated with its apothecary origins. The first wholly-owned store opened ten years ago, and there are now 62 of them all over the country. We are also present in a concept store in Portugal, in France, and more widely in Europe, through the on and offline Sephora network, where our products have been available for a few weeks.

Brazil Beauty News - Is France Granado’s other favourite country?

Sissi Freeman - It is, the brand has received a warm welcome there. We arrived in France thanks to the Bon Marché department store five years ago. Our products very quickly found their public, which encouraged us to open a store on Bonaparte Street. We have been considering the opportunity of opening a second point of sale in the Marais quarter, where we are actually represented from May 25 to June 17 in the Paris de Janeiro pop-up store. And we also have an e-shop that delivers all over Europe.

Brazil Beauty News - Are you considering developing in other countries or continents?

Christopher Freeman - It is important to do this step by step. The fact that we recently got access to the Sephora network helps us be present in 230 points of sale in Europe. We are going to open a wholly-owned store in Lisbon, and then maybe in England or Germany, why not?

Brazil Beauty News - Today, you are putting Phebo forward by opening three stores in Brazil by August.

Sissi Freeman - We wanted to give this brand more space, because it does not get as much as it deserves in Granado stores. Phebo is a brand from Belém known of all Brazilians for several generations for its soaps and fragrances. It really embodies Brazil, and that is what customers will find in store, with a modern decoration focused on local ingredients and materials like wood and plant