Producer Sierra opening more stores, galleries
By Powell Slaughter -- Furniture Today, April 7, 2002
GRAMADO, Brazil — During its three-year effort to develop business in North America, case goods manufacturer Sierra Furniture has been taking notes on merchandising techniques to use here in Brazil.
In addition to its status as a major manufacturer for the Brazilian market, Sierra also has a growing retail effort. The company currently has six dedicated stores and will open 16 additional galleries or stores in the next four months. By the end of the year, Sierra plans to have 42 galleries and stores.
"Our galleries are targeted to cities in Brazil with 80,000 to 100,000 inhabitants, cities not large enough to support a dedicated Sierra store," said Andres Tissot, president of Sierra. "We're proposing that our retail partner mount a Sierra gallery that really defines the furniture for our consumer, which is about 5% of the general population."
Sierra galleries run 1,000 to 3,000 square feet, while the dedicated stores have a minimum of 10,000 square feet, with most in the 30,000- to 40,000-square-foot range.
At Salão do Móvel Brasil, Sierra created a gallery presentation in its showroom.
"Besides the furniture, all the accessories, all the art, the lighting, carpeting, flooring and wall designs are part of the package we're putting together for retailers," said Eduardo Rech, export director.
The refreshment area, the fabric section and the "to go" area for product consumers can take home all were replicated in the showroom as they would appear at retail.
"This is the American influence showing on our company, and we think it's going to work very well here," Rech said. "Gallery (footprints) of different sizes are available. For Brazilian consumers, this is a tremendous novelty."
| Andres Tissot, right, and Eduardo Rech of Sierra Furniture are putting U.S.-style merchandising techniques to work in Brazil. |
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