Layout 5 - International Housewares Association

Key Retailer Report
September 2015
Etna is a home and housewares concept store, which
shows rooms set up as they would be in a home, allowing
customers to utilize the items in their own home designs.
Corporate website: www.etna.com
Contact Information (buying office)
Etna
Avenida Dr. Chucri Zaidan 281
São Paulo, SP 04583 110
Brazil
www.etna.com.br
Paulo Kruglensky, CEO
Tel: +55 11 3896 2624
Email: [email protected]
Daniela Maia, Commercial Director
Tel: +55 11 3896 2624
Email: [email protected]
Tarsila Tarantino, Director of Purchasing
Tel: +55 11 3896 2686
Email: [email protected]
Background Information
Year Established: 2004
Number of Stores: 18
Total Annual Sales: US$400 million
Store Locations: Located in major cities of the coastal
states and states in the eastern part of Brazil
Type of Store: Specialty
Average Store Size: Mall locations: 3,500 sq m (37,674 sq ft)
Street locations: 8650 sq m (93,108 sq ft)
Housewares Percentage of Total Sales: 20%
Housewares Percentage of Total Square Meters: 25%
Target Consumer: Average to above average income
consumer
Stores and Products
Store Layout / Look / Feel: Environments of furniture, home
décor objects and housewares allow customers to see how
their homes would look with the products available at Etna
(Continued on back)
Home / Housewares Product Categories: textiles, carpeting, curtains,
lighting, furniture, housewares and home décor
Pricing Strategy: Affordable prices
Company Brands Sold: Ballarini, Bormioli Rocco, Casabella, Faberware,
Fred & Friends, Full Circle, Gibson Overseas, InterDesign, Joseph Joseph,
Kikkerland, Koziol, Lékué, Neatfreak, Progressive, Trudeau, Umbra, VacuVin,
Zak Designs
Key Marketing Tools & Promotions: TV, Magazines, Liquida Etna
(Semi-annual Sales), Bonus campaign
Suppliers and Sourcing
Sourcing Strategies
– Global
– Direct from factories
– Direct from vendors/product suppliers
Supplier Expectations Regarding
Products: Unique
Pricing: Fair to include room for Etna to have a margin
Success Factors and Expansion Plans &
Expectations
Success Factors: The focus on design within reach, fast fashion design,
differentiation, innovation, speed to market
Expansion Plans: 12 new stores by 2018
Market Expectations
for Next Three Years:
Double the revenue by 2018
The Etna profile created by:
International Housewares Association