Puket foresees exceeding 100 stores and invests in marketing
Valor Econômico
Puket, a brand of socks and lingerie known by their fun imprinted images, is preparing to overcome the mark of 100 stores this year. The goal of the company, which has 83 units in operation, is to open 20 new points in several regions of the country. Because of the expansion, the earnings of the franchise chain should leap from the R$ 60.5 million (US$ 30.7 million) registered last year and get to R$ 90 million (US$ 50 million) in 2010. In addition to the franchises, Puket also sells its products to nearly 8 thousand multi-brand stores. All items are produced in two plants of its own, located in São Paulo and in Mato Grosso do Sul.
The sales of the products in the multi-brand stores and the royalties from the franchising generated, last year, earnings of R$ 59 million (US$ 30 million) for IMB Têxtil, company owner of the Puket brand. "Regardless of having our products being very much copied on the market, we continue growing strongly. This year, our expectation is to grow 15% and reach an income of R$ 67.8 million (US$ 37.7 million)", said the Director and shareholder of IMB Têxtil, Claudio Bobrow, who shares the company ownership with his brother Alberto.
In the sales for the multi-brand stores, 80% of the earnings come from socks and the other 20% from the sale of lingerie. At the franchised stores, where there is a broader range of items, the representativeness of socks is 50% and the remainder is distributed among pajamas, lingerie, ballet shoes, bathing suits and accessories. Puket produces a total of 16 million pairs of socks and 1 million pieces of lingerie and pajamas a year. This year, the company is making its biggest investment in marketing. "We are investing R$ 4 million (US$ 2.2 million) in a new advertising campaign. Normally, our investment in marketing amounts to nearly R$ 2.5 million (US$ 1.39 million)", said Bobrow.
The new advertising campaign, developed by the Casa Darwin agency, will focus on the casualness of the Puket products. "Our stores and products convey joy, fun. Nonetheless, our campaigns in the media were not able to convey such message so far. We have made an extensive work of opinion survey with consumers and consultants. I believe we'll now be able to achieve such goal", explained the Executive. Asked if Puket has plans to enter the clothing segment, since its pajamas are frequently used as everyday clothing, Bobrow said he does not intend to follow that path. Today, the main public of Puket is between 8 and 28 years old and spends, on the average, R$ 70 (US$ 39) per shopping.