In July 2016, Erika Ferreira opened a Morana operation on Rua Barão do Triunfo, in the neighborhood of Brooklin, in São Paulo. From the beginning, the intention was that the business to be opened up in a shopping street. "I wanted to work close to home and have more time to spend with my children. But with the crisis, we were afraid to start a business of our own. After much research we felt confidence in the Ornatus Group. Although we already have a commercial point, the Expansion suggested a commercial point that would be better than ours. After much study on their part and ours too, we decided to open the store,” he recalls.

Of course, because it is on a street, the operation has lower expenses compared to mall. "Compared with the flow and billing a store like the Shopping Ibirapuera, for example, it is obvious that the values are higher there, but the expenses are too. My main expenses are with rent, water, electricity and employees.”

Erika believes that one of the secrets to a successful street operation is an ever present management and create loyalty mechanisms. With banks, offices, shops and condominiums around, she invests for this audience returns. Service close to the customer and dissemination of the store are the main actions. “Whoever comes to my store once, always comes back. I have a wooden bench in the door, I serve coffee, we accompany the clients to the door. Many just pass by to talk, and we listen to them in the same way ". Erika’s store operates from 9am to 7pm, and on Saturdays from 9am to 6pm.

The main capitals on the radar for expansion of Morana are Rio de Janeiro, São Paulo, Belo Horizonte, Curitiba, Porto Alegre and Florianópolis. "All these cities have streets with strong commercial performance. They are very strategic places that favor impulse buying, and receive a large number of people daily. In São Paulo the main neighborhoods are Vila Mariana, Jardins, Vila Madalena, Pompéia, Alto da Lapa, Pinheiros, Saúde and Tatuapé. In Rio de Janeiro, we are looking for investors for Ipanema and Leblon,” says Marcio Ucha, Grupo Ornatus’ Expansion coordinator.

 8 street business characteristics

Interested in investing in a street store? Know eight characteristics of this market and decide if you have the profile for the business.

1.  The cost of occupancy is lower when compared to a mall store.
2.  You will have fewer employees.
3.  Your audience will be more diverse because it is a commercial point with a varied flow of people.
4.  Your presence in the business must be constant to understand the business.
5.  The audience diversity will require a more detailed study of your consumer.
6.  Your store may close at night and on weekends, depending on the location.
7.  The flow of people in the store may vary depending on weather conditions.
8.  Street stores favor impulse buying.