In the global beauty and personal care market, companies are constantly challenged to innovate, adapt, and grow amidst fierce competition. Among these contenders is Granado, an iconic Brazilian brand that has not only stood the test of time but has also carved a niche for itself in an increasingly crowded market, appealing to consumers looking for products with a sense of history and authenticity. In 2023, the group achieved a record turnover of BRL 1.4 billion (approximately EUR 333 million euros or USD 360), an increase of almost 35% compared to 2022.
Family duo
Behind this success, a father-daughter duo: Christopher Freeman, CEO, and Sissi Freeman, marketing and sales director. The first bought the brand in 1994 from the last heir of the Granado family, the second joined the company in 2005. With the help of a French consultant, they renovated the identity of the sleeping beauty by building upon its heritage, developed new lines and opened their first own stores in Brazil. They implemented a similar strategy with Phebo, a historic perfume brand, originally from the north of the country, that was acquired in 1998. Today, Phebo accounts for 40% of net sales.
The group’s retail footprint spans 93 stores in Brazil, including 4 Phebo outlets, and 7 international locations, the last of which was inaugurated in New York on February 2, in midtown Manhattan on Madison Avenue.
However, if store openings enabled the brand to reconnect with its identity, to diversify its offering and move upmarket, the major part of its sales are made in drugstores and supermarkets in Brazil, where Granado is renowned for its soaps, toiletries and body care products.
Focus on perfume
Entering into the perfume category was part of this diversification and upscaling strategy. In a very competitive Brazilian market, the brand opted for quality, choosing to macerate their fragrances, which was not a widespread practice in Brazil. The company has collaborated with foreign perfumers to create innovative fragrance, garnering attention from both existing and new consumers in Brazil and abroad. A profitable strategy since perfumes already represent 24% of sales in the brand’s own stores.
Perfumes also lead sales in stores outside Brazil. “This led us to rethink our concept of international stores, to give more space to this category,” Sissi Freeman told Premium Beauty News.
At the end of 2023, Granado reopened its first Parisian boutique, in the Marais district, after renovation work intended to enhance its lines of perfume and scented candles in a vintage universe mixing Art-Deco and a tropical atmosphere.
"While international sales are still a fraction of our global turnover, we see a huge potential for the brand. International expansion helped us to wider our mind with collaborations that were also instrumental in Brazil," highlighted the Marketing and Sales Director. “For instance, thanks to our collaboration with French perfumer Cécile Zaorkian, we were able to develop a fragrance with coconut notes that appealed to both Brazilian and international consumers,” she continued.
In an ever-changing market landscape and international expectations that differ from those of its domestic market, Granado chose to innovate and introduce new products continuously while staying true to its roots. So far, it proved to be a recipe for success!
