Natura Cosméticos is the leading cosmetics brand in Brazil, but the beauty company is looking to expand its customer base with a brick-and-mortar approach.
At the end of April, the sustainability-minded brand opened a retail store in São Paulo, Brazil, also home to its global headquarters. The store is one of two operated by the $2.4-billion company, which just a year ago added e-commerce to its direct sales model.
Natura opened its first store in Paris eight years ago as part of a multi-channel operation in France.
The São Paulo store was more than two years in the making, including a test run in a smaller Brazilian city, where Natura found that brand recall increased as a result of its brick-and-mortar presence. In the design phase, the company even constructed life-size mockups of two