Granado expands mix, opens stores in Europe
One of the oldest companies in Brazil, Granado has optimistic plans for the coming years after getting through the pandemic without any problems. The Rio de Janeiro-based personal care brand plans to double production by 2030, open new company-owned stores, and consolidate its recent presence abroad.With revenues estimated at R$1 billion in 2022, the company controlled by Christopher Freeman grew 23% from January to August year-on-year. The revenue in these eight months, R$590 million, was even higher than the R$350 million obtained between January and August 2019, before the pandemic.Created in 1870 by Portuguese citizen José Antônio Coxito Granado as a kind of pharmacy, the company was bought by Mr. Freeman in 1994. Ten years later, in 2004, the English businessman acquired the Phebo brand from Procter & Gamble. Today, Phebo’s traditional glycerine soaps represent the group’s main business. Together with Phebo, Granado commercializes around 800 products.Besides the soaps, other items are consolidated in the market, such as the antiseptic powder (whose registry was approved by doctor Oswaldo Cruz in 1903), and the liquid soap for children, which has 40% of the segment’s sales. More recently, the company has bet on new niches, such as perfumes and household items, and has launched a pet line."The moment is very positive. Brazil is a huge market because Brazilians take more baths than the world average and it is still a bar soap country, unlike Europe. In fragrances I also always saw a niche, although the competition with foreigners has grown," says Mr. Freeman.About 70% of Granado’s revenue comes from wholesale sales, where the beauty and personal care sector is led by global brands such as Palmolive, Dove, Nivea and Lux, according to Kantar data for 2021. The remainder corresponds to sales in own stores - in Brazil and abroad - and via website. The configuration allowed the company to go through the pandemic without major mishaps. In 2020, Granado expected to grow 15% and to gross R$670 million, and grossed R$617 million even with the social isolation measures."Retail is a small part of our revenue. In this sense, we benefited in the pandemic because we didn’t lose sales share in supermarkets and pharmacies, which didn’t have to close," says Sissi Freeman, Granado’s head of sales and marketing.She acknowledges that, despite growing, sales through the website were not able to fully absorb the losses in the stores during the pandemic. Today...
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