Wella Executive Discusses Company's New Distribution Center in Extrema, Brazil, Industrial Market, and Growth Plans

Wella is a multinational present in over 100 countries and is celebrating 70 years in Brazil. In an exclusive interview with REsource, Paula explains the challenges of operating the brand in the country.

"Industrial properties in Brazil face challenges in some areas such as infrastructure, operational efficiency, and technology adoption, compared to more developed countries. However, the country stands out for its strategic location as a crucial connection point for international trade between different countries, offering growth and logistic expansion opportunities," she explains. 

In Brazil, the cosmetics sector grew by 24% over the same period, according to a NielsenIQ/Ebit survey. Keeping an eye on the real estate market, data from the Market Analytics platform indicates that from 2019 to 2023, companies in the Personal Products industry, which includes the beauty segment, expanded their occupancy in industrial properties by 30%, jumping from 293k to 380k m² - without taking into account logistics operators who lease and operate the site on behalf of the company, as is the case with Wella, which occupies the property through the ID Logistics operator.

"With the completion of our independence in Brazil, Wella Company's growth expectations are quite optimistic, and we expect to double in size in the country. We will have greater agility to respond to local demands and innovate and expand our presence in the region, further strengthening our position as a leading brand in the sector. The market is extremely relevant to the company," the executive shares.

Wella's growth is part of a global trend in the cosmetics sector. A survey conducted by McKinsey consultancy shows that the beauty sector generated $430 billion in 2022. The projection is that by 2027, the beauty market will reach $580 billion.