“We seek to have a relevant brand and present it to the new generations. There are buyers who do not have access to our distributors, but go to the malls and if they see our products in the store, then they can search for them online,” he says.
To achieve this growth, Tupperware will offer a scheme similar to franchises. It will consider its vendors first, then other private investors, who will put up the capital and decide on studio locations.
This is a model that the company has deployed in countries like China, where it has approximately 5,000 stores. However, direct catalog sales will continue to be the brand’s main sales channel.
“In Mexico, 90% of sales (of Tupperware) are through direct sales and will continue to do so. We believe that a large percentage of the population has access to our products through our network of vendors. The trick is to continue providing a good service, an excellent product, with more innovation and extend the active sales force”, concludes Fernández.
In Mexico, the direct sale of all types of products -including shoes- added revenues of 102,080 million pesos in 2021, an advance of 14% in its annual comparison. The share of household products was 19%, third after the Beauty (40%) and Nutrition (35%) categories. The remaining percentage is for Fashion, according to data from the Mexican Association of Direct Sales (AMVD).