HomeFranchising BrasilNewsSobrancelhas Design captivates customers in Latin America and secures its place in the finals of the International Highlight Award

Sobrancelhas Design captivates customers in Latin America and secures its place in the finals of the International Highlight Award

Sobrancelhas Design captivates customers in Latin America and secures its place in the finals of the International Highlight Award

The Sobrancelhas Design Group, one of the largest in its segment, has a successful business model that has been taking the chain to all places over the past few years. The company currently has over 350 units, 37 of which in foreign countries, what shows its international potential.

Thanks to its successful case, the company is one of the finalists in International Highlight Award, which is promoted by Franchising Brasil — a sector project for the internationalization of Brazilian franchise brands carried out by means of a partnership between the Brazilian Association of Franchising (ABF) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

The internationalization process of Sobrancelhas Design began in 2014, when the brand opened its first unit abroad. That shop is located in Boca Raton, Florida, and still operates. In 2018, the company took another step towards its expansion to Central and South Americas. The countries chosen for the new phase of the project were Guatemala (nine units), El Salvador (one unit), Ecuador (two units) and Mexico (two units).

Marcos Barriviera, CEO of the brand, is happy with the presence of the company in such countries and mentions one of them: “Guatemala was the place where the brand grew faster, and today we have 18 operations going on there, 10 of which started in the past two years”. He adds: “In addition of having an impressive expansion, the brand also was ‘Top of Mind’ in that country, thanks to its growth rate and to the unique experience it offers customers, what ended up leading the company to neighboring countries”.

The businessman also highlights the participation of Sobrancelhas Design in events and trade missions supported by Franchising Brasil. According to him, some international partners, like Ecuador, had its first contact with the brand during an ABF fair. Also, the trade mission to Mexico in March, 2020, in which the company took part, involved several technical visits that facilitated the beginning of the implementation of the brand in malls, for example. About the relationship of the brand with the Program, Barriviera says: “Our successful operations and the International Franchise Certificate we earned make foreign investors trust us”.

Following its comprehensive expansion plan, last year Sobrancelhas Design started operating in Europe too: first in Portugal and now in Spain.

About the International Highlight Award

The purpose of the award is to recognize chains that, by participating in initiatives developed by the program destined for promotion and qualification, have started or achieved a consistent internationalization process of their brands.

The award ceremony will be announced soon and three franchises will be the winners in the general category and one chain will be the winner in the Strategy and Consolidation category, which was created because of the high quality of the cases submitted to Apex-Brasil and ABF for appreciation. The criteria to be evaluated by the judging panel composed of members of the Franchising Brasil Management Board are: complexity of sector and market; operationalization process; impact of case; innovation of the initiative; and relationship with the participation in the Program.

About Franchising Brasil

Franchising Brasil is a sector project carried out by means of a partnership between the Brazilian Association of Franchising (ABF) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) for the internationalization of Brazilian franchise brands and promotion of their businesses abroad. The initiative was developed to promote this business model that is well recognized in the main international markets.

READ MORE: Meet the shortlisted brands nominated for the International Highlight Award