Almacenes Siman

Key Retailer Report
March 2011
Almacenes Siman S.A. de C.V. is the leading department store operator in
Central America, with 12 stores in El Salvador, Guatemala, Nicaragua and
Costa Rica.
Corporate website: www.siman.com/corporativo/index.html
Consumer website: www.siman.com
Contact Information (buying office)
Almacenes Siman S.A. de C.V.
Paseo General Escalón 3700
Col. Escalón
San Salvador
El Salvador
Ms. Rebeca de Suria; Purchasing Manager
Tel: +503 2245 3000 Ext. 2554
Fax: +503 2245 4000
Email: [email protected]
Ms. Ana Maria Sandoval; Regional Buyer
Tel: +503 2250 2533
Fax: +503 2245 4000
Email: [email protected]
Ms. Michelle Hernandez; Regional Buyer
Tel: +503 2250 2592
Fax: +503 2245 4000
Email: [email protected]
Ms. Claudia Velazquez; Regional Buyer
Tel: +503 2245 3000 Ext. 2558
Fax: +503 2245 4000
Email: [email protected]
Background Information
Year Established: 1921
Number of Stores: 12
Store Locations: Six stores in El Salvador, three in Guatemala,
two in Nicaragua, one in Costa Rica.
Type of Store: Department store
Average Store Size: 7,700 m² (ca. 83,000 sq ft)
Housewares Percentage of Total Sales: 5.34%
Housewares Percentage of Total Square Meters: 10.5%
Position within the Market: Almacenes Siman is
the #1 department store operator in Central America.
Target Consumer: Average to above average consumer
(Continued on back)
Stores and Products
Store Layout/Look/Feel: Typical department store
organization by categories; comfortable and customerfriendly. The Almacenes Siman stores have a dynamic,
innovative feel.
Home/Housewares Product Categories: Small electrics,
personal care electrics, furniture, kitchenware, tableware,
cook and bakeware, glassware, home décor, travel
accessories, etc.
Pricing Strategy: Mid to high prices.
Quality / Design / Branding Strategy: Exclusive brand
products. Private label. High quality is important.
Company Brands Sold: Tramontina, Cuisinart, Kitchen Aid,
Libbey, Farberware, Mikasa, etc.
Private Label Brands Sold: Detalles
Key Marketing Tools & Promotions: Advertising/promotions
in mass media, direct mailings, social media (FaceBook,
Twitter), website www.siman.com with special services for
registered customers. Special events. Customer programs for
savings and collecting points for purchases. Own credit card.
Suppliers and Sourcing
Sourcing Strategies
– Global
– Direct from factories
– Direct from vendors / product
suppliers.
– Through distributors
Supplier Expectations Regarding
Products: High quality, innovation, good brands.
Pricing:
Good price-quality relationship.
Success Factors and Expansion
Plans & Expectations
Success Factors: Almacenes Siman has long traditions in
the Central American markets and they have been able to
adapt to the needs of the different markets. Innovations to
develop the business and service. Great products, unique
customer service.
Expansion Plans: Plans to open another store in
Costa Rica in the near future.
The Almacenes Siman profile created by:
IHA Mexico Office
Lourdes Ramirez
Tel: + 52-55-52869002
Email: [email protected]