Tiendas Chapur

Key Retailer Report
September 2009
Tiendas Chapur, S.A. de C.V. is a Mexican retailer offering a
variety of products with a focus on home products.
www.chapur.com.mx
Contact Information (buying office)
Tiendas Chapur, S.A. de C.V.
Calle 63 No 474 x 54 y 56
Col. Centro
Merida, Yucatan 97000
Mexico
Mr. Armando Chapur, General Manager
Tel: +(52 999) 930-2800 Ext. 2302
Email: [email protected]
Ms. Adriana Cortes, Purchasing Manager
Tel: +(52 999) 930-2800 Ext. 2403
Email: [email protected]
Lic. Ricardo López, Housewares Buyer
Tel: +(52 999) 930-2800 Ext. 2813
Email: [email protected]
Background Information
Year Established: 1952
Number of Stores: 3
Store Locations: State of Yucatan: 3, and 1 to be opened in the Fall
of 2009 in the State of Quintana Roo, located in Southeast Mexico.
Type of Store: Department store
Average Store Size: Different Sizes: 2 stores 5,000 m² (including the
one to be opened in Cancun); 1 store 1,845 m², 1 store 10,503 m²
Housewares Percentage of Total Square Meters: 35 to 40%
Target Consumer: All market segments, depending on the store
Chapur 58: Below average to average income consumer
Gran Chapur Centro: Average income consumer
Gran Chapur Norte: Average to above average consumer
Stores and Products
Store Layout / Look / Feel: Store is organized by departments in a
comfortable and spacious atmosphere.
All housewares products are displayed in one floor.
Home / Housewares Product Categories: Small electrics, furniture, kitchen products, tableware, space
organization products, bathroom accessories, sound and video products, bed and bedroom products.
(Continued on back)
Pricing Strategy: Quality products at competitive prices. Discounted prices are available at selected departments for
purchases made by debit cards or selected credit card programs.
Company Brands Sold: T-Fal, Moulinex, Oster, Koblenz, Mabe, Easy, GE, Maytag, Whirlpool, Bosch, Haier, Samsung,
Panasonic, Sony, LG, Pioneer, Krups,Corningware, Libbey, KitchenAid
Private Label Brands Sold: David Black (apparel)
Key Marketing Tools & Promotions: Mass media advertising, including radio, TV and printed media. Outdoor
advertising including billboards. Direct mailings. www.chapurmagazine.com e-magazine. Facebook internet social
networking.
Suppliers and Sourcing
Sourcing Strategies: Both global and country specific. 60% of products are of domestic origin and 40% are imported
from various countries. Currently, due to the global economic downturn, Tiendas Chapur has lowered imports
– Not direct from factories
– Direct from vendors / product suppliers
– Through distributors- preferred
Supplier Expectations Regarding
– High quality
– Pricing: Competitive prices. Prices are expected to be no higher than prices offered to their
competitors.
– Promotions: Tiendas Chapur offers a special sale for home products twice yearly, usually
during the months of February and October. Ideally, suppliers are expected to support
Tiendas Chapur with discounted prices or other type of sponsoring means (i.e. advertising)
– Other: Other type of support may include cooking demonstrations with renowned chefs,
for example.
Success Factors and Expansion
Plans & Expectations
Success Factors: Tiendas Chapur’s corporate philosophy is to offer the widest possible array of products for the home
and for the personal use of their clientele. At the same time, the company always tries to offer high quality products at
affordable prices. In addition, Tiendas Chapur offers an attractive credit card program.
Expansion Plans: One store is to be opened in the Fall of 2009 in the Cancun resort area.
Other important things to know about this retailer: Owned and managed by the Chapur family and thanks to the hard
work of owners and employees alike, Tiendas Chapur has evolved from a small textiles store to a chain of modern, highclass department stores in the region keeping at the same time the tradition of a family-owned business.
The Tiendas Chapur profile created by:
Business Development Partners, S.A. de C.V.
Lourdes Ramirez
Tel: + 52-55-52869002
Email: [email protected]