Our idea was to bring back one of the biggest cones of all time
Marabraz plans to launch a premium line of products under the Mappin brand. The date has not yet been defined. The plan refers to the origins of the department store, founded in 1913 by the English brothers Walter and Herbert Mappin to serve the elite of the time. Mappin closed its activities in 1999, under the command of the Mansur family. But he had already engraved his name in the history of Brazilian retail.
Acquired by Marabraz, the brand returned to the internet in 2019. Our idea was to bring back one of the biggest cones of all time, declares Nasser Fares, director of the Marabraz store chain, alongside marketing manager Beto Coimbra.
We seek to renew the traditional brand, which is also one of the most loved by the public and a reference in department stores with a new conception and scope. On air since 2019, the operation focuses on optimization, security and customer support, explains Nasser Fares.
The history of Marabraz began in 1972, when Lebanese immigrant Abdu Hadi Mohamed Fares set up the first store in the Vila Nova Cachoeirinha neighborhood, in the North Zone of the capital of São Paulo. Currently, the business is run by his sons Nasser Fares, Jamel Fares and Adiel Fares.
With 130 units, the retailer concentrates its presence in So Paulo. It is in the interior, Baixada Santista, Vale do Paraba and the metropolitan region. The plan is to open ten establishments in 2024. It also has e-commerce. The entire online ecosystem is operated by the digital marketing agency Wigoo, responsible for improving the user experience on the website, managing digital campaigns, SEO and technical support, says Coimbra.
Wigoo announced the win of the account last February. The marketing work integrates an internal team and the MultiSolution agency for offline projects. The brand’s campaigns are presented by singers Zez Di Camargo and Luciano, in one of the longest-lasting relationships in advertising. The duo has been working with Marabraz for 27 years.
Read the full article in the propmark of 18 brown of 2024
