Member Article

Havaianas steps towards European expansion with Yourcegid Retail

Havaianas, the Brazilian brand best known for its famous flip-flops, has implemented Cegid’s omnichannel retail management solution, Yourcegid Retail, as it looks to underpin further European store and franchise expansion.

Founded in 1962, Havaianas revolutionised the local market with the creation of its famous rubber flip-flops. Since 2000, it has enjoyed continued international growth and now operates in over 60 countries globally, through a mix of company-owned, franchised, and licensed stores.

Looking to consolidate its growth in Europe, with a focus on is focusing on mobile and multichannel strategies, Havaianas’ expansion plan sought to seamlessly manage all its channels, including its mix of company-owned stores, franchise, wholesale, and online.

Havaianas needed a solution that would be able respond to the dynamic challenges of retail, whilst maintaining the technological structure of the company and successfully integrating its increasingly diverse catalogue of products.

Cegid’s Yourcegid Retail solution provided Havaianas with a complete view of both its business and its customers, which allowed the brand to seamlessly manage both its network of company-owned stores and its franchises. The solution optimised Havaianas sales network with a store and POS management system that could adapt to the characteristics of each local market, and which was backed by a central database that is updated in real time.

This allow it to implement automated and efficient reporting to extract the detailed information needed to optimise replenishment, improved stock control, greater accuracy when adjusting collections and more detailed comparisons thanks to the sales history.

Eva Gimeno Ara, Retail Director for EMEA at Havaianas, commented: “We are aware that the dynamics of the industry require implementing solutions that help to develop omnichannel strategies and digitise the store that help us to get to know our customers independently from the sales channel, improving our sales ratios. This also allows us to keep growing and supporting our franchisees. With Yourcegid Retail we have precise and detailed control both of sales and of the stock and restocking throughout our sales network. This is fundamental to succeed our international growth strategy.”

Following a three-month analysis period, the initial implementation of the Yourcegid Retail solution took place in 17 company-owned stores, 39 franchises, and 22 licensed stores across Europe. Now, Yourcegid Retail manages 129 Havaianas stores.

Carmen Martínez Iturri, Country Manager at Cegid Ibérica added: “The consensus and collaboration among all the members of the team was key to achieving the fundamental objectives in such a short period of time. Highlighting above all their pragmatic focus on the implementation of the functionalities with the greatest added value for the company.”

Havaianas plans to open five further new company-owned stores in Europe and is looking to diversify its catalogue of products further with the launch of a clothing range.

This was posted in Bdaily's Members' News section by Chelsea Reay .