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Renato Cohen, director of the Mercatto brand. Photo: Mônica Zorzanelli[/caption]
One of the most beloved women's fashion brands among women from Rio de Janeiro, Mercatto also maintains a strong relationship with Espírito Santo. The state is the largest wholesale distributor of Mercatto in Brazil, with over 100 stores spread across the 78 municipalities of Espírito Santo. "Today, there are 100 retailers in Espírito Santo buying Mercatto, which is a quite significant number compared to the market," says the brand's director, Renato Cohen. Renato recently visited Espírito Santo to present the new autumn 2020 collection to the state's retailers.
Here, the brand is represented by entrepreneur Joana Pinheiro, who runs Estúdio Pinheiro in Manguinhos and is one of the national references for the brand; she has even been awarded at Mercatto conventions.
The Rio de Janeiro brand was founded on April 11, 1994, and celebrates its 25th anniversary in 2019. It is present in 25 states, has 25 own stores, an e-commerce platform, and is sold to over 700 retailers across Brazil. It all started in a small 50 m² store in Copacabana, Rio de Janeiro, and since then, Mercatto has continued its mission to democratize the brand throughout Brazil through genuine, human, and warm relationships.
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Joana Pinheiro, Adriana Jucá, stylist of Mercatto, and director Renato Cohen. Photo: Mônica Zorzanelli[/caption]
New Plans
In total, the Rio de Janeiro brand produces over 2 million pieces per year. This year, the brand introduced its new project called "Mercatto Pra Você," a new business model where investors can access a Mercatto store at costs significantly lower than a franchise. There are already eight stores in this format spread across Brazil. "At the end of 2018, there were 300 multi-brand stores across Brazil, and by the end of 2019, that number will reach a total of 750, a positive balance for the brand that continues to grow. The goal is to reach 2,000 multi-brand stores in the next 3 years," highlights the director.
Also in 2019, the brand celebrates 13 years of its relationship program "Clube Mercatto," with 1.9 million registered members. By the end of the year, the goal is to surpass the 2 million connected people mark. Speaking of connection, the brand has over 1 million followers on Facebook and 350,000 on Instagram and has worked with personalities such as Grazi Massafera, Sabrina Sato, Paola Oliveira, and Ísis Valverde.
All this growth is linked to the social side of the brand, something that has always been present in Mercatto's DNA. "Throughout our history, we have always partnered with social organizations and carried out more than 10 projects that had a positive impact on society. The most special of them was when we partnered with the Waves for Water Institute (W4W) and managed to impact over 30,000 pieces across Brazil, transforming dirty water into drinking water," says the director.
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Autumn 2020 fashion show of Mercatto in Espírito Santo. Photo: Mônica Zorzanelli[/caption>
Renato Cohen, director of the Mercatto brand. Photo: Mônica Zorzanelli[/caption]
One of the most beloved women's fashion brands among women from Rio de Janeiro, Mercatto also maintains a strong relationship with Espírito Santo. The state is the largest wholesale distributor of Mercatto in Brazil, with over 100 stores spread across the 78 municipalities of Espírito Santo. "Today, there are 100 retailers in Espírito Santo buying Mercatto, which is a quite significant number compared to the market," says the brand's director, Renato Cohen. Renato recently visited Espírito Santo to present the new autumn 2020 collection to the state's retailers.
Here, the brand is represented by entrepreneur Joana Pinheiro, who runs Estúdio Pinheiro in Manguinhos and is one of the national references for the brand; she has even been awarded at Mercatto conventions.
The Rio de Janeiro brand was founded on April 11, 1994, and celebrates its 25th anniversary in 2019. It is present in 25 states, has 25 own stores, an e-commerce platform, and is sold to over 700 retailers across Brazil. It all started in a small 50 m² store in Copacabana, Rio de Janeiro, and since then, Mercatto has continued its mission to democratize the brand throughout Brazil through genuine, human, and warm relationships.
[caption id="attachment_22212" align="aligncenter" width="1024"] Joana Pinheiro, Adriana Jucá, stylist of Mercatto, and director Renato Cohen. Photo: Mônica Zorzanelli[/caption]
New Plans
In total, the Rio de Janeiro brand produces over 2 million pieces per year. This year, the brand introduced its new project called "Mercatto Pra Você," a new business model where investors can access a Mercatto store at costs significantly lower than a franchise. There are already eight stores in this format spread across Brazil. "At the end of 2018, there were 300 multi-brand stores across Brazil, and by the end of 2019, that number will reach a total of 750, a positive balance for the brand that continues to grow. The goal is to reach 2,000 multi-brand stores in the next 3 years," highlights the director.
Also in 2019, the brand celebrates 13 years of its relationship program "Clube Mercatto," with 1.9 million registered members. By the end of the year, the goal is to surpass the 2 million connected people mark. Speaking of connection, the brand has over 1 million followers on Facebook and 350,000 on Instagram and has worked with personalities such as Grazi Massafera, Sabrina Sato, Paola Oliveira, and Ísis Valverde.
All this growth is linked to the social side of the brand, something that has always been present in Mercatto's DNA. "Throughout our history, we have always partnered with social organizations and carried out more than 10 projects that had a positive impact on society. The most special of them was when we partnered with the Waves for Water Institute (W4W) and managed to impact over 30,000 pieces across Brazil, transforming dirty water into drinking water," says the director.
[caption id="attachment_22211" align="alignnone" width="1024"] Autumn 2020 fashion show of Mercatto in Espírito Santo. Photo: Mônica Zorzanelli[/caption>
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