An iconic brand in Brazil for over 150 years, Granado is experiencing continued growth in its home market: +30% in 2023 and +28% in the first half of 2024, while strengthening its international presence. Taken over in 1994 by Christopher Freeman, joined in 2005 by his daughter Sissi Freeman, the group recently announced the acquisition of the Brazilian skincare and makeup brand Care Natural Beauty.
Already present in Paris, London, Lisbon and New York, Granado supports the development of its new points of sale in Europe and the United States with a proactive event strategy.
Pop-up stores and Brazilian culture
“We are investing a lot in events to promote the brand abroad. We inaugurated our new facilities at Liberty in London with a great operation inspired by the Rio Carnival. A new partnership with Corte Ingles in Madrid allowed us to enter Spain for the first time, and another with PatBo led to the opning of a pop-up store in Miami also supported by an event with a designer,” explained Sissi Freeman to Premium Beauty News.
In the same vein, the brand regularly opens pop-up stores in prestigious venues such as Harvey Nichols, in Manchester, London, Birmingham and Bristol. In Paris, the brand has been deployed occasionally at Galeries Lafayette Champs Élysées, BHV and Drugstore Publicis.
A system that complements the international network of its own boutiques (three in Paris, three in London, one in Lisbon and two in New York). A store in Miami is also in the works. In Brazil, Granado has around a hundred of its own stores, which complement the range available in drugstores.
“We are very focused on the UK, which is developing rapidly, and where we are looking for a new logistics center to complement the French site,” added the manager.
Driven by fragrances
The perfume category is a pillar of this international growth. Over the years, the brands has diversified and premiumized its offering. Fragrances now represent 74% of sales in London stores, for instance. Every year, the perfume category is enriched with new launches.
The new Esplendor is the brand’s best-selling fragrance in Europe, ahead of Bossa, while Epoque Tropical is leading sales in Brazil.
In January 2024, Granado transformed the second floor of its Rio flagship, Rua Garcia D’Ávila in Ipanema, into an ice cream bar. Exclusive fragrances have been created by Lisbon-based ice cream maker Sorbettino, taking inspiration from Granado’s perfumes.
The project, which was supposed to be temporary, was such a success (reflected in sales) that its was maintained throughout the year and then duplicated in the brand’s store on Oscar Freire Street in São Paulo.
Phebo rebranding
Acquired in 1998, Phebo, a historic perfume brand from northern Brazil, represents 30% of the Granado group’s turnover.
“We have a rebranding project for Phebo, it’s a brand that has a lot to say on its own. The main directions of the redesign will focus on the brand’s history, its heritage, colors, bold fragrances, with specific products for Phebo stores,” said Sissi Freeman.
Phebo currently has around ten stores in Brazil, and is also available in drugstores.
