Sem site, Lojas Cem tem receita zero, mas diz que mantém investimento
Após um 2019 com lucro em queda e redução no caixa, a Lojas Cem hoje tem receita zero, já que opera apenas com lojas físicas. A empresa é uma das poucas grandes do setor que não tem site de vendas on-line e, mesmo com a pandemia do novo coronavírus, não planeja operar no comércio eletrônico.
Segundo consultores, Magazine Luiza e Via Varejo, por meio de seus braços digitais, ocuparam esse espaço de venda deixado por redes como Lojas Cem, que ficou sem canal de venda desde o início do isolamento.
“É uma situação totalmente nova. Colocamos funcionários de férias e, como está vencendo esse prazo, vamos pôr em banco de horas [...]. Vejo especialistas falando de internet, mas a internet mesmo é menos de 5% da venda do varejo”, disse José Domingos Alves, superintendente da Lojas Cem, em entrevista à rádio Jovem Pan.
“Você olha a líder de varejo de nosso setor. Há 10, 15 anos, eles vendiam 18 vezes a venda que a gente fazia. Hoje, é 5,5 vezes, mesmo eles com lojas em todo o país e com o site”, completou.
A líder do setor é a Via Varejo, que teve uma expansão mais lenta no comércio eletrônico por causa de reestruturações que enfrentou nos últimos cinco anos, na gestão anterior. Mas o Magazine Luiza, outro concorrente das Lojas Cem, cresce de forma mais acelerada, por meio da venda integrada das loja física com on-line.
Com forte atuação no interior de São Paulo, a Lojas Cem viu alta de 6,6% na receita líquida de 2019, que atingiu R$ 4,35 bilhões, mas o lucro caiu 13,1%, para R$ R$ 343,2 milhões. O saldo em caixa era de R$ 36 milhões, versus R$ 40 milhões em 2018. Os números foram publicados neste mês, em relatório de resultados publicado no Diário Oficial.
Segundo o superintendente, a rede controlada pela família Dalla Vecchia deverá lançar mão da medida provisória publicada em abril, que altera condições do contrato de...
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