With an eye on the opportunities of the North American market, the Ornatus Group has intensified in recent years the process of internationalization of the Morana network. In 2016, the company hired McMillan Doolitte, one of the leading retail consultants in the United States, to conduct a market research. The pointed results helped the Group to see the possibilities for the brand, and some actions have already begun to be put into practice.

The brand building work in North American soil will be developed in several channels, such as shopping in shopping and store in store. In the first case, Morana will be inserted in environments frequented by Brazilians, along with brands like Havaianas. "They are sale points that work with a great diversity of products for Brazilians. As Morana is a leader in the category, they are thrilled to be able to buy brand products outside of Brazil, "explains Francivon Melo, planning center management of the Ornatus Group.

The responsible for these channels is Klaus B. Zensen. In 2016, 20 points were opened in Boston, New York, New Jersey, Washington DC, Atlanta, Florida and Philadelphia. The forecast for this year is new units. “I have prepared an investment plan to open at least five more points, and we will expand five others that already exist. We will do more than double the goods and, due to the great acceptance, we will launch the category of rings at all points,” says Zensen.

Erica Cesar Santos, responsible for supplying the points, says that the brand was very well received. “Customers are delighted. They feel that having a Morana piece is synonymous with good taste and elegance”, he says. In many places where the brand is present, there are Brazilian consumers who have been living in the United States for a long time, and some of them still did not know the brand. "The performance is in constant ascendancy, which did not cause us astonishment, because we know the quality of the pieces and we believe a lot in the brand."

In a demanding and selective market like the United States, only quality products and services keep on ascension. With the acceptance of the pieces by local communities, Morana is now focused on opening new sales points to meet customers aligned with the brand concepts. And the results are already beginning to appear.

With the focus on structuring business partnerships and the activation of new points, Claudia Alves de Oliva, partner of the Ornatus Group in the internationalization of Morana, is making strategic alliances in places that have synergy with the brand. The result is the opening of store in store points and the development of sales consultants. Currently there are about 20 consultants and almost 25 points.

Spas and hotel convenience areas are the places in Florida where the brand makes itself present in that model. "This format is great for brand marketing, and receptivity is very good. We sell lots of earrings and rings, and whoever buys once buys it again.”