Havaianas accelerates European expansion with Yourcegid Retail
Havaianas, the Brazilian brand present in more than 60 countries and renowned for their famous flip-flops has implemented Cegid’s omnichannel retail management solution, Yourcegid Retail, to support their European store and franchise expansion.
Cegid’s international support and its ability to anticipate the ever-changing demands of the retail industry were the two major differentiators for Havaianas.
Founded in 1962, Havaianas is part of the Alpargatas group, specialising in the design and manufacture of footwear, clothing, and accessories. Havaianas revolutionised the local market with the creation of its famous rubber flip-flops, inspired by the traditional Japanese Zori, made with rice straw. Since its fame began to spread around the world in the year 2000, it has enjoyed constant growth internationally, and it is now present in more than 60 countries with company-owned, franchised, and licensed stores. Today the brand is consolidating its growth in Europe and is focusing on mobile and multi-channel strategies based on the new consumer trends.
From this perspective, in 2012 the company was driven to begin the search for a new technology partner because, in the words of Eva Gimeno Ara, Retail Director for EMEA, “to ensure our expansion plan, we looked for a technological partner that had extensive experience in the sector and a prominent presence in Europe. What’s more, we also sought a partner that was active internationally in order to guarantee support in every country. She explained, “Without a doubt, the Cegid team inspired enough confidence for us to adopt a solution that covers all our needs. Yourcegid Retail conforms to our international growth strategy and provides us with the necessary expertise to increase the presence of our brand throughout the world.”
The brand’s expansion plan was drawn up with the aim of seamlessly managing all channels, including: company-owned stores, franchises, wholesale, and online. The brand has stores in 10 European countries – including Germany, Austria, Benelux, Spain, France, the UK, and Italy where Havaianas foresees the opening of five new company-owned stores, while indirect sales are flourishing in more than 32 countries through distributors. “As part of the brand’s globalisation plan, we are growing throughout Germany, Austria, and Benelux, with an emphasis on wholesale, and later we want to grow with a retail strategy that will strengthen our brand,” Ms. Gimeno declared.
A future-proof, best in class solution
In addition to being able to count on international support, it was essential for Havaianas to have a solution that was be able respond to the challenges associated with such a dynamic sector as the retail industry, making it possible to maintain the technological structure of the company without inflating it and to successfully integrate its increasingly diverse catalog of products. Yourcegid Retail allows Havaianas to seamlessly manage both its network of company-owned stores and franchises.
By choosing Yourcegid Retail, Havaianas has optimised its sales network with a store and POS management system adapted to the characteristics of each local market, backed by a central database that is updated in real time. And so it achieves the objectives it was aiming for: automated and efficient reporting to extract very detailed information needed to optimise replenishment; comprehensive stock control; greater reliability when adjusting collections; and more detailed comparisons thanks to the sales history. In short, Yourcegid Retail provides Havaianas with a complete view of both its business and its customers.
Havaianas values the Yourcegid Retail solution for its great capacity to tackle its most imminent challenges. “We are aware that the dynamics of the industry require implementing solutions that help to develop omnichannel strategies and digitize the store that help us to get to know our customers independently from the sales channel, improving our sales ratios,” said Ms. Gimeno, “ This also allows us to keep growing and supporting our franchisees.”
Roll-out was smooth and harmonious
Following a three-month analysis period, the initial roll-out took place in 2013 for 17 company-owned stores, 39 franchises, and 22 licensed stores in five countries: Spain, France, Italy, the United Kingdom, and Portugal. Today Yourcegid Retail manages 129 stores.
In addition to the ease of implementation, the factors for its success were no doubt “a dynamic collaboration between Havaianas and Cegid, the decision-making ability of the people in charge of the project, consensus on the objectives, and consistent follow-up and control throughout the project,” according to Carmen Martínez Iturri, Country Manager at Cegid Ibérica. “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,” she added.
Ms. Gimeno concluded,”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.”