Della Via to invest US$ 11.8 million in opening of 30 stores in two years
Valor Econômico
Pirelli largest tire dealership in Latin America, the São Paulo-based Della Via will invest R$ 20 million (US$ 11.8 million) in the next two years to open more than 30 stores, especially in Metropolitan Region of São Paulo. With sales estimated at 2 million tires in 2011, the chain that also has 54 points of sale in the States of São Paulo, Rio de Janeiro and Paraná, has also been negotiating with Pirelli with the purpose of broadening the geographical area of operation. Today, Della Via is the exclusive retailer of the Italian manufacturer for those three States and due to contractual matters it is not allowed to operate in other regions of the country.
Founded 53 years in the neighborhood of Ipiranga, where it is installed the headquarters of the company, Della Via is controlled by the Delamuta family and representatives of the third generation are already ahead of the business. According to the Commercial Officer, Sergio Delamuta, the company may, later on, include in its portfolio the offer of other types of automotive components and services that are not related to tires, suspension and brakes. At the moment, however, the focus of Della Via lays on the expansion of the stores, a project that will be carried out with own resources.
According to Delamuta, acquisitions have not been discarded - in 2010, the company bought Da Costa, a rival chain. "But we'll prioritize the opening of units", he says. The bet in the Metropolitan Region of São Paulo results from the size of the market in the region: 22% of the national fleet of vehicles, nearly 30 million units, circulates through the streets of São Paulo. Also considering the consumption of tires in the States of Rio de Janeiro and Paraná, the potential market of Della Via corresponds to 40% of domestic demand for tires. Last year, Della Via sold 1.7 million tires, compared to a national production of 60 million units, including those sold by domestic manufacturers to the makers. Although not disclosing the earnings of the company, Delamuta highlights that annual earnings have been growing at rates between 20% and 25%. This year, it should grow 17% taking advantage of the opening of new stores and the growth of the fleet of cars.
Besides the presence in the retail, the company is responsible for delivering Pirelli tires for supermarkets. According to Delamuta, the wholesale represents 70% of the sales, but there is trend of equilibrium compared to the retail businesses as of the inaugurations foreseen until 2012. "There is no competition with the sales in the stores because the sizes (of tires) are the same, but the models are different", he guarantees. 5 of 30 units that will be opened should be intended to cater to trucks, the so-called "truck centers" - they are currently 10 units. For those customers, the stores also offer tire refurbishing services through the Durapol company. According to Delamuta, the bet is also high in the potential of online sales. Today, it is responsible for 7% of the earnings of the retail and, in two years, it should double its participation.