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First the sale via physical catalog, ordering and sending to the post office. This is how the French La Redoute was born in Portugal, in 1988. Decades later, online sales. Now and when so many brands are converting e-commerce, La Redoute takes the opposite route and opens its first physical store, in Lisbon, this Thursday. The goal is to satisfy the consumer who needs to see to buy, justifies Paulo Mateus Pinto, CEO of the brand in Portugal.
“We are one player digital and the e-commerce must be present in the experience of a store [física] where consumer satisfaction is sought “, he declares to the PUBLIC, adding that he will sell furniture, decorations and fabrics for the home. Clothing, footwear and accessories continue to be sold online.
For now it will be a recording experience Pop up store, until June 2021 and will create four jobs. In via António Enes, in the Saldanha area, the 400 square meter space will mainly house furniture and decorations, thinking of the private client, but also of the professional, who needs to see the environments created, explains Paulo Mateus Pinto, as if it were a “Showcase. “, he adds.
“Digital must be on the road because it wants to accompany the consumer. In the furniture strategy we have to be where the consumer is ”, continues the CEO, justifying that in a physical store“ the perception of risk is reduced when buying furniture ”. With the opening of the store, the brand expects to continue to grow in double figures and strengthen itself in the “home” segment. Paulo Mateus Pinto does not mention the investment made, only saying that it is “hundreds of thousands of euros”. “It is an investment different from what our strategy has been”.
In the race all the furniture and decoration brands, from the Swedish giant Ikea to Conforama, passing through Zara Home, Kinda or Loja do Gato Preto, lists Paulo Mateus Pinto. However, it safeguards that the more Mediterranean style of La Redoute distinguishes itself from the Nordic one of Ikea, conquering a different clientele, namely that of hotels and, in particular, clients with second homes, beach or countryside.
Regarding the decision to open a shop in the midst of a pandemic, the official admits he hopes that, at this time, the situation would be different but that this “is not a short-term investment”. “We have to keep living, our organization has to contribute to a tomorrow and we are full of hope”, he concludes.
With a history of 183 years, La Redoute was acquired two years ago by Grupo Galerias Lafayette and last year its online store in Portugal won the award for best website, by Digital Economy Association (ACEPI), prize already awarded to EDP and Fnac. In previous years, it had received the award for best fashion website / app.
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