2025 PRESIDENTS SPECIAL – SERVICES
EFFICIENT STRATEGIES ARE ESSENTIAL TO INCREASE SECOND-HALF SALES
Balancing technology with humanized service is the path to closing the year with strong results.
by Dilnara Titara, Gustavo Sumares, Leda Cavalcanti and Tatiana Sasaki
The international turmoil did not affect the performance of the home appliances segment in Brazil during the first four months of 2025. In general, all categories of the segment experienced growth, and the estimate is that the year will register variable growth, between 5% and 10%, in sales compared to 2024, a very favorable period for these product categories.
Growth will be driven by investments in new business, the strengthening of the supply chain, technological innovations, and the modernization of manufacturing processes, including the establishment of ESG agenda criteria, meeting the demand for products with higher energy efficiency and manufactured within the concept of sustainability.
In this Presidents Special, most companies show that they have good expectations for the second half of the year, although caution is also part of their planning —and rightly so, due to global challenges and the interest rate. The moment calls for efficient strategies, technology to automate processes, resilience, and humanized service.
BRICS CERTIFICAÇÕES
The company recorded a 170% increase in results in the first four months of 2025 compared to the same period in 2024, says Ricardo Cusnir, director of Brics Certificações. “This performance reflects strategic factors, such as the expansion of the service scope and the diversification of the portfolio, which attracted new clients and increased the average ticket. Advances in operational efficiency and cost management contributed to increased profitability.”
Company doubled the projected 10% annual revenue growth already in the first four months.
With an optimistic outlook for the second half, Brics points to exchange rate stabilization as a favorable factor for the growth of imports, boosting demand for logistics and foreign trade support services. “We projected a conservative 10% annual revenue growth, but in the first four months we already doubled that target. This reinforces our confidence in an even more promising second half,” highlights the director.
EUROP ASSISTANCE
The company projects revenue exceeding R$ 1.2 billion in 2025, with growth above 10% over the previous year. The expansion is driven mainly by the automotive, home, and especially travel segments. “We are investing heavily in new distribution channels, especially at the B2B2C and B2C levels,” says Sergio Marcos, CEO of Europ Assistance.
Strong performance is the result of tech modernization and enhanced human resources.
Early-year performance reinforces this trend. “An extremely positive first quarter reflected our technological modernization and strengthening of the human resources area,” says the executive. Highlights include the consolidation of the partnership with SemParar, focused on subscription-based automotive assistance, and the launch of the collaboration with GetNinjas, for on-demand home assistance.
MAPFRE BRASIL
The company has sealed new partnerships with well-known global brands.
“This allowed the expansion of the portfolio with licensed products under internationally recognized names,” says Jakub Chrzanowski, global marketing director of Marvo Business Group, about the beginning of 2025. These initiatives pave the way for even faster growth in the coming months.
Projection is for 40% revenue growth compared to 2024.
Among the company’s commercial partners, there is caution due to the uncertainty surrounding United States tariff policies. Even so, the projection is for a 40% increase in revenue compared to 2024. “It is an ambitious goal, but we believe it is achievable thanks to the significant efforts and preparations we have made,” says Jakub.
NIELSENIQ – POWERED BY GFK INTELLIGENCE
The Brazilian technology and durable goods (T&D) market ended the first quarter of 2025 with a 5% increase in units and 11% in sales value, according to data from NielsenIQ – powered by GfK Intelligence. “The highlight was home appliances, especially the small domestic appliances (SDA) category, which accounted for 30% of the basket’s growth, with a focus on food processors and kitchen items,” says Enrique Espinosa, managing director tech & durables Latam of the company.
T&D market grew in the first quarter with a boost from home appliances.
In the major domestic appliances (MDA) segment, microwave ovens led the growth, with 92,000 additional units sold. In climate control, summer boosted sales of air conditioners (+15%) and fans (+9%). In technology, tablets grew by 29%, with more than half of the sales being first-time purchases, combining replacements with new users. In the telecom segment, wearables continued the rise and helped keep the sector stable.
Even with global uncertainties, such as economic and tariff tensions, Brazil remains attractive for new brands, says Enrique. “This competition may stimulate sales in the first half of the year, although it raises questions about sustaining the pace in the final six months. For now, the indicators point to a positive scenario. The sector shows resilience, and the consumption data reinforces our commitment to deliver actionable intelligence to support the entire business chain.”
WEBGLOBAL
Even in a challenging scenario for retail, with high interest rates, the company had a good start to the year in 2025. “We had growth of approximately 16% in Brazil compared to the same period in 2024, a significant result in an economy that is still not very buoyant,” says Mauricio Cardoso, CEO of WebGlobal.
Operation in Mexico and greater presence in Latin America should boost results in the coming months.
The company also began its operations in Mexico and expanded its presence in Latin America, which should boost the results of the next six months. “Our goal is to grow 30% compared to the second half of 2024, an ambitious but realistic objective for a 14-year-old company that maintains a steady pace of expansion,” says Mauricio.
Source: Eletrolar News Ed. 167 – Presidents
