Iguatemi creates a 'showcase' in physical retail for brands sold only online

Aiming to improve the online sales experience of the premium retail sector, the Iguatemi chain will inaugurate today the first "pop-up" (temporary) store of its Iguatemi 365 e-commerce. The action is part of the company's strategy to interconnect the virtual world to the physical shopping malls for consumers. The new unit should serve as an exhibitor for luxury brands sold exclusively on the company's website. "This combination of online and offline will expand the offer of products that were not previously available in the country," said the co-president of Iguatemi, Carlos Jereissati Filho, to Estadão.

This is yet another initiative of the shopping mall network's strategy to expand the luxury e-commerce service, created in October 2019. Currently, Iguatemi 365 is responsible for selling around 1,600 products from 62 brands on its national and international marketplace, of which 30 are exclusive to the platform, and another 18 do not have physical stores in Brazil.

"We know that, in the fashion world, being able to touch products still makes a lot of difference for customers," stated the digital business director at Iguatemi, Mário Meirelles. For the pop-up decoration at Shopping Iguatemi, in São Paulo, the company was inspired by large department stores, such as Bloomingdale's and Barney's New York.

As announced by the company, despite the inauguration of the physical store, the entire purchase process will continue virtually through the Iguatemi 365 website. Within this initiative, the company is also preparing to launch an application for mobile phones that should facilitate the shopping process of the marketplace.

These initiatives come after Iguatemi has expanded its logistical process in delivering luxury items throughout Brazil. The company, however, does not disclose investment information for the operation's expansion initiatives. In the third quarter, the company lost R$57.9 million. The result reflected the negative effect of Infracommerce, a company related to the digital world in which the group has a stake.