Bersalles Group
Born from a strong desire to explore new horizons, Bersalles Group has thrived through the years under a very unique and complex environment.
After more than 10 years, Bersalles endeavour to bring top tier products to the region has proven to be succesfull. Despite the tough conditions in Venezuela and the region’s volatility, the business in Colombia, Ecuador and The Caribbean have been growing steadily.
Exploring, growing and adapting has been the constant characteristics of Bersalles. It has been the navigation plan and it will continue to be the road map for the various projects still to come.
ACCORDING TO THE UNITED NATIONS ECONOMIC COMMISSION FOR LATIN AMERICA, THE ESTIMATED GROWTH FOR 2019 WILL BE 3,3% FOR COLOMBIA, 0,9% FOR ECUADOR AND -10% FOR VENEZUELA.
photo: Los Nevados National Nagtural Park
Manizales | Colombia
photo: Cayambe Volcano
Cayambe | Ecuador
Colombia
Bogota - Medellin
Colombia – Population 45 million, GDP per capita $7.300
Bogota accounts for 25% of the GDP and 18% of the population while Medellin accounts for 11% of the GDP and 15% of the population.
Given the economic and geographic conditions of the country, these 2 cities become the best locations for our stores
Bogota’s altitude and constant weather throughout the year makes it the best location where our products can be used.
Medellin, with a milder weather vs Bogota’s, is well surrounded by large rural areas at a highest altitude where locals spend their weekend. There, the cold weather creates the perfect conditions for the demand of our products.
OUR STORE IS LOCATED AT ONE OF THE MOST WELL KNOW SHOPPING MALL. HERE, THE MOST PRESTIGIOUS BRANDS ARE LOCATED AND HIGH END CUSTOMERS ARE CONSTANTLY SPENDING LEISURE TIME AROUND THE SHOPPING MALL AREA.
Bogota
Chía
Medellin
Medellin Medellin
OUR STORES ARE LOCATED AT THE MOST PRESTIGIOUS SHOPPING MALLS WHERE PEOPLE’S DEMAND FOR HIGH END PRODUCTS IS CONSTANT. IN ADDITION, THESE SHOPPING MALLS ARE LOCATED NEAR HIGH POPULATION DENSITY AREAS DURING WEEKDAYS AND WEEKENDS.
Quito
Ecuador – Population 15 million, GDP per capita $8.000
Quito accounts for 18% of the population and is the largest contributor for Ecuadro tax revenues
Quito makes a great location due to its weather and geographic conditions where adventure activities are popular among locals and tourists. Our products become part of the lifestyle in the region.
The Caribbean
Dominican Republic – Population 10.63 million
QUITO
Stores
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota | Colombia - Window display - C.C. Unicentro
Bogota
Ecommerce
Ecommerce LATAM
ECOMMERCE MARKET SHARE
Source:
Ebook Reporte de Industria eCommerce 2018
E-Commerce has revolutionized the way we shop. Bersalles’ efforts to build the most appealing and accessible outdoor virtual stores in the NSA market are underway. Expanding our reach to the limits of our region, giving every potential customer the opportunity to receive our products delivered to her or his door.
Bogota: 57%
Medellin: 15%
Cali: 7%
Manizales: 3%
Other: 18%
Ecommerce Sales x city
While Bogota accounts for 57% of the ecommerce sales, we have been able to penetrate a great percentage of the Colombian territory where stores are not viable.
Sessions
Visits to the website.
+50.55%
2018 vs. 2019 (Jan-sep)
Users +35.80%
Unique users who have visited the website.
Conversion Rate +140%
Percentage of users who made a purchase on the website.
Sales +134%
Sales in pesos made on the website.
Orders +217% Confirmed orders made on the website.
The TNF mobile usability has outperformed the market average thanks to the channel strategy and the responsive webpage.
Quito: 47%
Cuenca: 8%
Ambato: 7%
Ibarra: 5%
Other: 33%
Ecommerce Sales x city
While Quito accounts for 47% of the ecommerce sales, we have been able to penetrate a great percentage of the Ecuadorian territory where stores are not viable.
2018 vs. 2019 (Jan-sep)
Sessions
Visits to the website.
Users +4% +4%
Unique users who have visited the website.
Conversion Rate +11%
Percentage of users who made a purchase on the website.
Sales +21%
Sales in pesos made on the website.
Orders +28% Confirmed orders made on the website.
Ecommerce Sales X device
The TNF mobile usability has outperformed the market average thanks to the channel strategy and the responsive webpage.
Ecommerce Sales X channel (TNF)
AREA / 128.14 M²
OPENING DATE / 2021
LOCATION / CALI - COLOMBIA
THE NORTH FACE EN Extremo
AREA / 128.14 M²
OPENING DATE / 2021
LOCATION / CALI - COLOMBIA
THE NORTH FACE EN korner 85
Next steps for growth
Tourism consistently growing during past ten years
Many independent wholesalers attending speci c markets
High income for locals and high budget-to-spend for tourists
Some market players have reached out to us and are starting to buy
03.5 STORE CORNERS ECUADOR
Own TNF stores centered in Quito
E-commerce market is still slow paced
TNF corners at stores like KAO increase our nationwide presence
Next steps for growth
GTM INITIATIVES
03.2 AIRPORT RETAIL STORES
All main airports in Colombia being remodeled
Airport retail store concept coming to life in Colombia
Air traf c in Colombia is very active, land transportation complicated
Bogotá both national and international hub
GTM INITIATIVES
03.3 FALABELLA CORNERS
Main department store in the country
26 department stores in Colombia
Consistent growth
Top e-marketplace in Colombia
Next steps for growth
bicycle users
Bicycle business growing 20-30% annually
Number one bicycle
equipped city in Latam in Bogotá
· Bolivia: A great opportunity to carry the brand to new territories allowing to compensate for the fall of Venezuela and the uncertainty that comes and goes in Colombia and Ecuador.
· The Caribbean: Small local shops interested in specific categories + larger wholesalers who can take our products to every island.
· Sales Channels: Presence in specialty shops from different categories: accesorioes, daypacks and shoes.
Maximize sales with territory expansion and renewed image
· Updated Look: This transition has represented sales increase and higher traffic in new locations.
· Local Production: We are currently on the first stage of the project. We have identified a huge opportunity for pants and shirts taking into account the volatility of the currency exchange rate and flexibility of local vendors in terms of production windows and capacities.
SMALL STORES
LARGE STORES
Social Media
Social media networks have been our main communication channel with clients. Facebook is our channel for promotion and events, and Instagram our channel for emotional and lifestyle engagement.
Instagram has had a growth of 158% on 2018 thanks to our Ad strategy as well as our relatable content.
Instagram yearly growth colombia
April To April - 21 Vs. 22
Facebook yearly growth colombia
April To April - 21 Vs. 22
Instagram yearly growth Ecuador
April To April - 21 Vs. 22
Facebook yearly growth Ecuador
April To April - 21 Vs. 22
Social Media Conten Content
• Our Social Media strategy aims to make great content in order to generate conversions, brand awareness and brand love.
• Aside from the official pictures and videos, which take up most of our feeds, we based the strategy in three mayor pilars:
HOW TO WEAR
Showing our audience how to take advantage of the brand’s products is very important to generate credibility and offer in our social media channels an after-sale experience.
Social Media Content
CONTESTS
Showing our audience how to take advantage of the brand’s products is very important to generate credibility and offer in our social media channels an after-sale experience.
Social Media Conten Content
FAN CONTENT
Our followers love our brand content, but they also find important to see pictures and videos in Colombia with The North Face products. In order to achieve this, every Tuesday we share pictures of our followers in Colombia using the hashtag #MartesDeExploradores. Also in special dates like Forrest day or Tourism day we invite our followers to sent pictures of their favorite sites in Colombia.
Paola makes it happen through science. She is one of Colombia's main scientists at the moment and just visited the Antarctica as part of a women-only science research expedition.
PHOTO
PAOLA TELLO / COLOMBIA•
Friends
For our friends there are no barriers, walls nor mountains, they cannot outstrip, they truly make it happen.They are not only professionals, but extraordinary humans who break their routines and delight our eyes by beating their grand challenges.
Miguel Garavito Athlete
Colombia
Miguel has been our trail run athlete for the past year.
For the Endurance Challenge in Peru, he did an Instagram Take Over. We wanted to show our followers how an athlete lives through such an important race.
Felipe Proaño
Athlete
Ecuador
Mountain Climber, Felipe Proaño, is our Athlete. He is always representing the brand on the city and in his trips around the world.
Sara Constantino Content Generator
Sara Constantino, is a content generator and promoter of sustainable living that
Nicolas Iriondo Traveler
Colombia
Nicolás Iriondo, is a traveler who quit his job to bike south America with his father.
–now back in Bogota, he and his father also featured the father’s day products, then went biking together to try them.
Activities
Global Climbing Day
Global Climbing Day 2021
ZONA DE BLOQUE ESCALADA DEPORTIVA
BOGOTÁ - COLOMBIA
ZONA VITAL ESCALADA DEPORTIVA
PASTO - COLOMBIA
Part of connecting to our very brand’s roots, and willing to have a wonderful time enjoying those walls that bring us together, we were able to join this year’s Global Climbing Day by offering a free-to-participate boulder tournament at the club were many of Colombia’s best wall climbers have been born. For this opportunity, we held the competition for more than 50 enthusiasts, and learned enough elements to come back next year with more venues and a wider outreach to the climbing community.
The North face team hike
Partner Fuerza Natural Indian Paramo - Choachi BOGOTÁ - COLOMBIA
Part of connecting to our very brand’s roots, and willing to have a wonderful time enjoying those walls that bring us together, we were able to join this year’s Global Climbing Day by offering a free-to-participate boulder tournament at the club were many of Colombia’s best wall climbers have been born. For this opportunity, we held the competition for more than 50 enthusiasts, and learned enough elements to come back next year with more venues and a wider outreach to the climbing community.
Our Team
We, at Bersalles Group, make it happen, day after day, through the perfect integration of a team of over 180 personalities which, by putting all their knowledge and experience on the eld, empower their input to elaborate the history of The North Face in the northern part of South America, with great learnings from the past and grand expectations for the future.
NEVER STOP EXPLORIN G ™
