The business of selling attractively designed furniture at low prices is not new to Grupo Gigante, which operated The Home Store’s 19 stores in Mexico, which closed after the pandemic hit the chain. Now, three years later, some of those stores will be used to develop the Casaideas concept.
The process of importing the Casaideas concept to Mexico took approximately two years, during which they learned about the operation in Chile, while developing The Office Depot in that country.
The three stores inaugurated are located in the Miyana shopping center, Parque Delta and Gran Terraza Coapa, while the company prepares the development of electronic commerce. The company, which also operates the chain Toks and Shake Shakehas an inventory of about 3,000 units, some displayed in stores that are about 1,400 square meters.
“Casaideas complements well with the other businesses in the group. We see enormous potential to develop the brand. The openings are coming in Plaza Tezontle and in a large terrace in Lomas Verdes, as well as a couple of stores in Guadalajara and another one in San Luis Potosí. This would be happening from here more or less to the month of September, and from here we would already be evaluating what proceeds forward ”, declares the manager.
Ramón Martínez Juárez, a professor at the Banking and Commercial School (EBC), highlights that the current challenge for Grupo Gigante with Casaideas lies in improving the shopping experience at its points of sale, so that buyers perceive greater value and achieve the long-term sustainability of the business.
The general director of Gigante Grupo Inmobiliario is aware of the challenge, but highlights that they already have experience in the segment, especially after The Home Store closed, which gives them the opportunity to learn from their past mistakes and generate a meaningful connection with customers. buyers.
An opportunity for local manufacturers
Casaideas has been in the market for nearly 30 years, with 80 stores and operations in Peru and Colombia. The products sold in each of its departments are designed in Chile, although its manufacturing chain begins in Asia, from where the products sold on the sales floor are shipped.
Although for the manager, in the future, nearshoring it would be the gateway for manufacturers to establish themselves in Mexico. “Surely it could open up some opportunities for some factories of some products that are manufactured in Asia, but that will be something that will progress, now it will be very premature,” says Alverde.
The professor at the Banking and Commercial School (EBC) highlights that the purchase of furniture and household items experienced growth during the pandemic, as more people adapted their workspaces at home. This behavior has become a long-lasting trend, especially as companies retrofit their workspaces as well.
“The emergence of the new hybrid scheme, which allows to combine work from home and the office, will have a positive impact on home goods retailers in general. As adaptations are made in office spaces, people have taken awareness of the necessary improvements in their own homes, where they also carry out their professional work. This, added to a favorable price environment and purchasing opportunities, creates a positive scenario for this category,” said the academic.
Casaideas has among its products some modular furniture, products for gardening, children, kitchen, organizers and bathrooms.
“We have had very good acceptance by customers. We are happy with the results, although it is too early to be able to evaluate many things. We are happy so far with what we are seeing”, concludes Alverde.