The trajectory of MC paints is marked by challenges and achievements over more than six decades. Founded in the 1960s by three Portuguese immigrant brothers, the company that started in a small space of 20 square meters in São Paulo, today aims at the mark of R $ 1 billion of annual revenues.
Ahead of this growth is Renato Sá, CEO of the Company, who in an interview with Podcast From zero to top Shared the stories of entrepreneurship and overcoming the brand, to the presenter Mariana Amaro.
During the chat, Renato Sá recalled the remarkable moments of MC paints and highlighted the persistence and entrepreneurial vision that boosted the growth of the network, even in times of economic crises and financial instability.
HUMILY Home and Innovative Vision
The history of MC paints began when the brothers Manoel, Armando and Amilcar, children of Portuguese immigrants, decided to open a small store in the state capital. “They arrived in Brazil with virtually nothing, but with a great desire to prosper,” said Renato. Manoel, the older brother and responsible for the company’s creation, had experience in the paint sector and decided to risk his own business.
In the early years, the store already showed a differential from the competition: the concern with the organization and presentation of the products. At a time when paint stores were messy and unattractive, the brothers invested in shelves and visual merchandising, even without technical training in the area.
“It was all very intuitive, but that made a difference. They wanted the store to reflect the dream of transforming the clients’ houses.”
Expansion and family legacy
Over time, Paint MC expanded its operations and opened branches in different regions of the state, gaining a faithful audience and maintaining a strong bond with customers. Renato recalls that, since he was a child, he had been with his father on visits to stores and mechanical workshops, absorbing the routine of the business and the entrepreneurial spirit that permeated the family. “I grew up inside the store, visiting customers with my father on Saturdays. It was tiring, but I wanted to be with him,” he recalled.
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Network growth has also been driven by connections created over the years.
“One of the most iconic episodes in the company’s history was the partnership with Pelé, who, close friend of Uncle Manoel, participated in several inaugurations and advertising campaigns alongside celebrities such as Xuxa.”
“It was impressive how Uncle Manoel could mobilize big names for the brand. This gave a lot of visibility and strengthened our image,” said Renato.
Renato also shared lessons learned throughout the management of the company, highlighting the importance of not rushing in the business world. “I was very wrong for being in a hurry. The fastest things are not always the best. The coolest achievements of my life were the slowest and most laborious,” he reflected.
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For him, undertaking in Brazil requires a dose of optimism and a little madness. About the future, the CEO reveals that the goal now is to achieve billionaire revenues and continue to invest in the expansion of the network.
“We have always been resilient and we are ready to face new challenges, maintaining the essence of the brand that my father and uncles have built with such effort.”
Rapid growth
Renato also highlighted the company’s rapid growth, which went from 42 to 250 stores in just seven years. He also recalls the moment when he spent a decade away from the family business.
After this period, he returned with a completely different view of the market and focused on results. Experience abroad, he added, helped him see the company from a new angle, identifying strengths and opportunities for improvement.
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“I came back a different Renato, perhaps more focused on the result, with a completely different market vision.”
Store openings
According to Sá, the growth plan included opening its own stores, mergers, acquisitions and strengthening the franchise network, which became a key piece for the company’s development.
“We start looking at small networks and the franchise model, which can also exponent,” says the CEO. With this, the group diversified their business, which today include an exporter, QMC Sport, and a testing startup.
The expansion strategy began to fruit quickly, leading to MC paints to consolidate itself as one of the largest segment networks in Brazil.
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In 2023, the group recorded revenues of R $ 760 million, adding the gains of franchisees, and projects to reach the billion this year. For Sá, achieving the brand is not just a matter of volume, but of efficiency and professionalization.
Franchises: The Way to Color Brazil
The key turn to the franchise model came with a change of mindset about the company’s potential.
Sá says that upon returning to the company, he realized that turning MC inks into a franchise network could strengthen relations with suppliers and expand presence in new markets. The process included a consultancy with expert Marcelo Cherto, who helped structure the franchising plan solidly and safely.
The movement was not born of an urgent need for growth, but the desire to consolidate the mission of “coloring Brazil”, which was already part of the company’s internal culture.
“Someone wrote this and I thought: we are only in Sao Paulo, how are we going to color Brazil? That’s when I realized that franchising could be the way to achieve this goal.”
Challenges and achievements in the retail of paints
Even with the extremely sprayed paint market, MC paints has consolidated itself as a relevant player, establishing strategic partnerships with major brands such as Souvenir, Sherwin-Williams and Coral. The creation of its own brand also strengthened the portfolio and expanded the possibilities of acting.
For Sá, the conquest of a prominent position in the sector is directly linked to the ability to adapt and innovation. “We are a 60 -year -old company, but with the energy of a 20. We are still on the move, seeking new opportunities and maintaining good relations with suppliers and partners,” he says.
About zero to the top
In more than 200 episodes, Videocast/Business Podcast from scratch tells the story of entrepreneurs and entrepreneurs behind the largest companies in the country.
In each episode, Zat brings a founder or founder in a frank conversation about how he started business, the challenges faced over the years, uncertainties and decisive moments for the company.
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