In 2024, the American Leave the hole. Now it is left to climb the mountain. This is the similarity of the CFO of the retailer, camillo Faria. In 2023, the company completed his 2024 with a net income of $ 8.28 billion.
However, this number increased by the effects of legal restoration Haircut (Debt reduction of financial creditors).
However, after finding billion 20 billion in accounting fraud, Portrait is better than we have.
“We came from a very negative EBITDA. The greatest news is that we have been able to adjust the EBITDA even after the recovery costs, with the rebuilding of tax restoration and listless rules,” said the executive.
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After cleaning balance and negotiations with creditors, the company tries to retain a new business model with great partnership in physical stores.
“We are not yet satisfied with our sales level per square meter, or a gross margin or our SG & A level net income, but all these indicators are improving,” Camille said.
This plan is far from restoring everything, and yes, the source sees the most. The comparison of shops in the early 2025 in the early 2025 shows important differences, according to CFO.
“Before, we have a lot of dinners focusing on dinners, without stability in the product mixture. Now we are enriching the store mixture and turning our summary to our summary: daily customer problem, with different products, store from cleaning to toys,” Faria said.
The idea is not to put aside the chocolates that have become an American kind mark – there is no shortage of MEMS 10 with three bars. The company does not consider leaving the largest seller of Easter eggs in the country and this “Golden Egg Chicken”.
But it wants to expand focus on utitarian categories that increase the number of average ticket and goods through the customer purchase basket. Although the Flow Default, spent every month in American units, is not making money by selling only a thousand square meter shop chocolate.
“If every customer enters my store, take a basket, put four chocolates for $ 10 and pass the cashier. This business model will not work. This business model will not work. Remember that the customer needs to buy chocolate and repeat your lamps.” Instead of leaving with a purchase of $ 10, the customer departed with a $ 40 ticket.
Online, live sale is no longer bad words
Americans have lost a lot of money in direct sales of the site (known as 1P). It was very promoted and gave a lot of cashback to the customer, not only a growth strategy, but also found as part of the former management fraud scheme. So, Faria said, I was a certain injury in the company.
“Do you know the story of a snake bitten dog and fear the sausage? So, first, we don’t want anything for fear of much damage.”
In 2024, it was 47.0% strongly influenced by the head of the current management, the online GMV (value of gross goods) by 1P operations. “Our head was changed slightly in 2025. It was bad it was not found more than 1p,” said CFO.
According to Faria, it is no longer a super -vender American, but with occasional sales on their own digital channel. “In 1P we can offer one or another product as an opportunity. But as we have (almost no operation), it becomes 1P in a timely manner.”
The market is also thin. The company also has 40,000 sellers (sellers), trying to dispute with very large generalist platforms The free marketBut it is understood to be another way.
They are large sellers, accessories manufacturers Samsung Or Whirlpool.
“O2O (online to offline, customer buys online, withdraws from the store or receives it at home) in 2025. We want to improve the shopping experience, we can deliver fast and effectively. Today the customer has not found everything online.”
By 2025, Americans accumulate 6.46%, which discussed at R $ 6.10.
