Morana, an important Brazilian accessories chain that is part of the Franchising Brasil program — an initiative of the Brazilian Franchising Association (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — and the Argentine group Blue Star Group (BSG), a leader in affordable fashion in Latin America with the brands Todomoda and Isadora, have announced a strategic joint venture. The main objective of this partnership is the expansion of both companies, with an ambitious plan to open 300 new stores in Brazil within five years.
According to Francivon Melo, International Director of Grupo Ornatus, this approach was natural: “We have always had contact with BSG executives. The importance of always maintaining our open-door philosophy provides this closer contact, and we have been evolving the conversations and aligning many points in common”.
The union of Morana’s expertise in national franchising, with more than 300 units and strong brand recognition, and the innovation capacity, volume and launch speed of BSG, which has more than 800 stores in Latin America, aims to strengthen the foreign brand’s presence in Brazil and the expansion of the Brazilian brand to other countries on the continent, such as Argentina, Chile, Mexico and Peru.
Francivon emphasizes that Morana’s positioning will be maintained: “The brands have very well-defined positions and complement each other. The gains in synergy and know-how are the main point for us to accelerate expansion with our franchise knowledge for BSG and the internationalization of Morana due to the experience and participation they have.”
The partnership will result in a new jointly controlled company, initially focused on the integrated operation of the Morana and Todomoda brands in Brazil. The strategy is to expand the offering of affordable fashion products and accessories, strengthening both the physical retail presence and digital channels.
With this alliance, the Brazilian franchising sector gains new momentum, reinforcing the country’s attractiveness for international investments and large-scale strategic partnerships and also creating an opening for Brazilian franchises to expand their presence in foreign countries through business models consolidated abroad.
The movement is a direct reflection of initiatives that have been preparing Morana for internationalization. “Franchising Brasil is a powerful channel for market development, the international missions and all the expertise and support from ABF in these events provided us with subsidies for more robust decision-making. It is a constructive process, which involves understanding the behaviors of each market and the most appropriate way to enter or not or through which format. There are countless possibilities that are formed, and it is necessary to be confident in making a decision”, highlights Francivon.
The International Director also shares that there are challenges, such as cultural alignment and the preparation of detailed business plans, and learning experiences, such as the exchange of knowledge, the synergies and gains that can be achieved, and the developments in the most diverse areas for both parties.
To complement this, Francivon advises Brazilian franchises that wish to follow the same path: “It is important that expansion be more strategic than financial and that there be synergy of culture, principles and common values. Reciprocity should be one of the focal points”.
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in the main international markets. The initiative is a partnership between ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through commercial promotion actions. To participate, simply download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About ABF
Founded in 1987, the Brazilian Franchising Association (ABF) is a non-profit organization that officially represents the Brazilian franchise system. Its mission is to defend, promote and foster the sector, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive and ethical. With over 35 years of history, the ABF enjoys great prestige and a consolidated image in the market. It is also the headquarters of the Ibero-American Franchising Federation (FIAF), leader of the World Franchise Council (WFC) Task Force, member of the International Franchise Association (IFA) and responsible for the largest franchise fair in the world, the ABF Franchising Expo.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.