3 minute read
Retail: Le Biscuit
With 140 stores throughout Brazil, Le Biscuit is a serious operator in the South American country. Everson Moreira Santos, global sourcing coordinator, talks to Kitchenware International about keeping product fresh and focused…
On the ethos of the store…
The stores are always full of innovation and trends focused on delighting our customers. We often say that every time our customer visits the store it’s a treasure hunt due to the variety of new products available.
On the brands they stock…
Many national and international famous brands such as: Tramontina, Nadir Figueiredo, Oxford, Jomafe, Bohemia and LAV along with our private labels Le, KAS and Lev+.
On the products in store…
We are a multi-category store focused on housewares, but you can find toys, stationary, items for party, DIY, beauty and hygiene, leisure, home appliance, mobile phones and more. It makes us a unique retail company in Brazil to widely offer a big range of different products.
Did you know?
Le Biscuit was founded in 1968 and has currently 140 stores throughout Brazil
On the relationship with suppliers…
I can proudly say that we have a longterm relationship with our suppliers, they’re more than manufactures, they’re our partners on this journey. Some of them are working with us over 10 or 20 years. Whenever we start a new supply sourcing, this is our mindset, develop a new partner to help us go further.
On favourite brands…
I really love all brands that we work, otherwise I wouldn’t keep buying from them.
On the inspiration behind buying products…
I’m always inspired by new concepts in shape, design and print. Le Biscuit is always ahead of its time, offering unique products and surprising our customers, so my greatest motivation is introducing a singular concept to highlight our stores among the other players.
On Le Biscuit’s typical customer…
We serve mainly women between 22 and 55 years from mid-low classes looking for cost-benefit and seeking new products and convenience.
On what is trending for customers…
Sustainability! Customers, mostly younger generations, are really concerned with sustainability so they prefer to buy eco-friendly products and from companies with the same core values.
On what has contributed to Le Biscuit’s success…
I think the capacity to change fast and adjust the sail according to the wind. We strive daily to be flexible, to be able to make quick decisions and move in the right direction.
On the categories which are performing well…
Housewares and appliances stand out among the other categories due to these last two years at home thanks to the pandemic. This time has made us look more at the house and how can make it more comfortable.
On the products that sell well…
Non-stick fry pans, glass container sets and shoe racks are all best sellers. You can’t choose only one between them!
On visual merchandising…
I often say that visual merchandising is the main part of the chain, because if it doesn’t work properly, our efforts are wasted because 99 per cent of customers buy what gets the most attention. The customer enters the store looking for an item and leaves with three or more because of the layout and in-store display.
Our stores are self-service, but there is always someone ready to support the customer whenever they want, providing the best experience possible.
On LeBiscuit’s online presence…
We are an omnichannel company with strong presence in the online world. We’ve an app (Clube Minha Le) with over four million users, in the social medias we build up 2.2 million followers on Instagram and 500K friends on Facebook, in addition to more than seven million views on YouTube.
On feeling positive for the year ahead…
We have a lot of possibility to make 2022 better than 2021. I think the great secret is to never give up and to look for opportunities to overcome the challenges.
Fact!
Le Biscuit stocks brands such as Tramontina, Jomafe, LAV and more.
