Founded in 2004em Brusque (SC)a was born in a dry way, in a warehouse of just 300 square metersinitially acting as textile printing service provider for companies in the region.
What began as an operational business soon gained greater ambitions: in the same year, the entrepreneurial sisters Moana Gevaerd Schaefer and Michele Gevaerd decided to take the first steps towards creating a private label.
This movement came to fruition in 2008with the launch of a brand focused on the sleepwearwhich quickly expanded its operations beyond traditional pajamas, incorporating accessory lines, home and beach.
The proposal, from the beginning, was clear: unite comfort, design and experience. “We seek not only to create products, but build experiences translated into collections that awaken sensations, comfort and well-being”, say the CEOs.
Positioning and differentiation beyond the product
Over the years, the consolidated a position that goes beyond the technical quality of parts. According to Moana and Michele, the brand’s difference lies in its ability to generate emotional connection with the consumercombining product, communication and lifestyle.
“Lua Luá’s biggest difference goes beyond the quality of the pieces. It lies in the sensations we provide to our customers. Our campaigns are designed to convey well-being, comfort and lifestyle, often in unusual locations, creating memorable experiences”
This care is also reflected in the industrial operation. The careful choice of fabricsthe development of own modeling and attention to details are part of a process designed to ensure durability, comfort and sophistication. “This care for the product and people brought us national recognition and solid growth”, highlight the executives.
Challenges along the way and strategic decisions
As in every growth trajectory, it faced critical moments. Among them, the impacts of floods in southern Brazilin 2011, which directly affected the physical structure of the company, and the pandemicwhich caused a strong slowdown in retail.
During the health crisis, the company opted for a long termprioritizing relationships with commercial partners. “We acted immediately, extending and extending payment deadlines for our customers. This decision was supported by a solid cash flow and further strengthened the trust of partners”, they state.
At the same time, the company accelerated the adaptation of the portfolio and launched the homewear linewhich proved to be a strategic differential during a period when people are spending more time at home.
“Entrepreneurship in Brazil always brings challenges, but we firmly believe in the country’s potential. Consistent and innovative work always finds space in the market”
R$80 million in industrial expansion and governance
Currently, it is at the center of a robust investment cycle. Nearly R$80 million are being allocated to the industrial expansionfocusing on:
- construction of a new industrial park;
- equipment modernization;
- automation;
- technology embedded in processes;
- e strengthening corporate governance.
Although the direct financial return is still in its maturation phase, the CEOs highlight relevant gains in operational efficiency, cost control e delivery predictability.
The expectation is that the new structure will practically double production capacityof 1.5 million to 3 million pieces per yearcreating a platform for sustainable growth. “More than expanding production capacity, this project represents a strategic investment in technology, modernization of the industrial park and strengthening of corporate governance”, they state.
Accelerated growth and next steps
A has been registering a annual growth close to 30%well above the sector average, with potential for triple revenue in the short term. The expansion of the factory follows this pace: the built area will jump from 5 thousand for almost 20 thousand square meters.
The impact is also relevant on employment. The number of direct collaborators must grow from 130 for about 500while the indirect jobs can overcome 1,000 professionals. Currently, the brand is present in more than 1,200 points of sale throughout Brazil.
In physical retail, the plan foresees the expansion of 4 for more than 20 own stores over the next three years, with a focus on large Brazilian capitals. In the medium term, the internationalization is also on the radar, with structured planning for operations outside the country in up to five years.
“We are building not just a factory, but a long term projectwhich combines technology, efficiency, governance, value generation and sustainable expansion”, they conclude Moana Gevaerd Schaefer and Michele Gevaerd.
