What started with a loan of just R$7,000 and a dream of necessity in Brasília turned into one of the biggest phenomena in Brazilian retail.
The company has just reached the historic mark of 130 stores across the country and is already drawing up ambitious plans to double, or even triple, its operations in the coming years under the command of founder and advisor Bruna Vasconi and investor José Carlos Semenzato.
The business model, which focuses on the circular economy, has professionalized the used clothing sector in Brazil. With an average investment of R$500,000 per unit, each store in the chain earns between R$200,000 and R$300,000 per month.
According to Semenzato, founder of SMZTO, the financial return on the business is much higher than traditional retail and financial investment margins, consolidating the brand as a powerhouse in the franchise sector.
Check out the full interview with Bruna Vasconi, founder of Peça Rara Brechó, and investor José Carlos Semenzato.
Resilience
The history of Peça Rara is marked by resilience. Bruna Vasconi, recently graduated in Psychology and mother of two children, needed to generate immediate income.
Without formal planning, but with a lot of willingness, she sought inspiration in a garage in São Paulo and, with the financial support of her grandmother, opened her first space. “I needed to make money, I had no other option”, recalls Bruna.
The success was immediate: in the first few months, a small store of just 80 square meters focused on children’s fashion already recorded R$100,000 in sales. Organic growth in Brasília had the support of the entire family before gaining national scale.
Professionalization of the “Brechó”
The brand’s big turning point occurred with the breaking of prejudices. What was once seen as something “derogatory” today takes on the air of a department store.
To reach this level, the network invested two years in consultancy and its own technology. Currently, each unit processes around 500 pieces daily, going through a rigorous curation, hygiene and pricing process. The entry of SMZTO in 2021 accelerated this process.
Semenzato’s interest arose in 2020, shortly before the pandemic, and was validated by the investor’s own son, Bruno Semenzato, who became the brand’s first franchisee in São Paulo as a way of testing the model in the country’s largest market.
Expansion Strategy
With actress Débora Secco as a partner, the brand uses the strength to reduce customer acquisition costs. After a frantic pace of openings between 2021 and 2023, the chain took advantage of the last year to adjust processes and is now preparing for a new phase of acceleration.
For those who want to sell, the network offers flexibility: it is possible to leave the pieces on consignment or opt for direct purchase. There are three types of sales: direct purchase, PR Coins and consignment.
“We have experienced the pain of the entrepreneur,” says Semenzato, highlighting that the success of the franchise is directly linked to the practical experience accumulated over decades.
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