Mappin is back
One of the most famous stores in São Paulo, Mappin is reborn as e-commerce and with a physical store project under the control of Marabraz, which acquired the brand in auctions 10 years ago. “Since then, we have dreamed of bringing it back. We admire everything the brand has represented and the relationship it has built with the public, which still holds good memories of it. With its return, we can expand the assortment and expand the customer profile. We see at e-commerce the opportunity to offer a wide variety of products, as Mappin did before” says Nader Fares, partner and commercial director of Marabraz.
There are many steps to take to make a new Mappin, starting with the explanation to the youngest of the importance that the brand had in the life of the city, to the point of being brought back. “Our strategy is to build a relationship with the new generations through the buying experience and assortment of products. We know that this is an audacious, demanding and well-informed public.
So, we need to be aware of key industry trends to deliver a modern, complete portfolio,” says Nader.
To align a historical name with e-commerce tools, Marabraz has identified opportunities to enhance the brand and provide better service, Nader says. “It was from this that the idea of e-commerce came about. With this format, customers have access to the variety of products, as was the previous model of Mappin. “To carry out the project, the company invested BRL 4 million in technology. “Then there will come projects like the marketplace with other brands, the development of exclusive Mappin brand products and a physical store,” says Nader.
