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After a period of hardship, characterized by a significant loss of market share and a long struggle between his heirs, the centenary Pernambucanas is now preparing to undertake its greatest expansion in decades. The company will close in 2018 with the opening of 28 new stores and plans to increase the total number of openings to 32 next year. By 2020 and 2021, the proposal is even more daring, with a total of 90 units.
According to the president of Pernambucanas, Sérgio Borriello, the company will be able to set foot on the accelerator after a period of corporate reorganization, which included the decision to close the sale of electrical appliances there is two years old. According to experts heard by the state, however, even with such ambitious projects, the company will still be far from the dominance it has had over Brazilian retail.
At its peak, the Pernambucanas had more than 700 stores in the country – and were known for their strong presence in the cities of the interior. Despite the recent recovery in growth, the company will close 2018 with 336 stores in nine states. If it manages to generate the estimated growth for the coming years, the company will reach 458 units by the end of 2021.
Although business problems have become more evident in recent years – between 2014 and 2017, she saw her turnover drop by 25%. the truth is that the internal conflicts of pernambucanas have been going on for decades. The most important of the imbroglios, installed a little more than a year ago, began in 1990, with the death of Helena Lundgren, the granddaughter of the founder of the company, who then held 50% from the company.
In the property division, Helena gave priority to her daughter Anita Harley – she found herself with half of her deeds, while the rest was divided between the other children, Anna Christina and Robert. But the will has dictated that their participation in society should be handled by Anita. At the death of Anna Christina and Robert – in 1999 and 2001 respectively – a dispute broke out between Anita, one of the richest women in the country, and the nephews, which lasted up to # 39; at last year.
An agreement approved by the Superior Court of Justice (STJ) in 2017 determined that Anita could no longer administer the portion belonging to the nine nephews. Thus, Anita followed with its 25% of pernambucanas, enough to remain the largest individual shareholder of the retailer. The 25% of Anna Christina and Robert were already split between the nephews, who also received deferred dividends. The remaining 50% of pernambucanas belong to other branches of the family.
Takeover
In 2017, the network managed to maintain its stable turnover at around R $ 2.8 billion and saw its profit increase by nearly 250%, reaching R $ 203 million. $. The result was achieved, according to Borriello – who entered the company as chief financial officer and finished two years before the transaction – although the company no longer relies on the sale of devices , which still accounted for 12% of sales at the time. that the sale of these products has been stopped.
Clothes become the center of attention. It was a simple motive, according to the executive: the search for profitability that began to appear in 2017. "Appliances have a very low margin of about 7%, while that of clothing is around 30% "he says.
The company was able to adjust the operation in an unfavorable period for the Brazilian retail trade. However, Marcos Gouvêa de Souza, a business consultant for GS & MD, says the network is lagging behind, the problems he faced prevented him from taking advantage of the retail boom early in the decade. just like the groups. (f, b, e, v, n, t, s) {if (f.fbq) returns; n = f.fbq = function () {n.callMethod? n.callMethod.apply (n, arguments): n.queue.push (arguments)}; if (! f._fbq) f._fbq = n; n.queue = n.loaded = 0, n.version = 2.0 & # 39 ;; n.queue = []; t = b.createElement (e); t.async =! 0; t.src = v; s = b.getElementsByTagName (e) [0]; s.parentNode.insertBefore (t, s)} (window, document, script, // connect.facebook.net/en_US/fbevents. fbq (& # 39; init & # 39; ;, & # 39; 1659995760901982 & # 39;); fbq (& quot; Track & # 39; PageView & # 39;);
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