2. 2
Anacapri
Brand Overview
Anacapri established itself as the group’s third brand
Notes:
1. Points of sales (2Q13); O = Owned Stores; F = Franchised Stores; MB = Multi-brand Stores; EX = Exports
2. % of each brand gross revenues (FY 2012)
3. 2Q13 (LTM) gross revenues, internal market only: does not include other revenues (not generated by the brand)
4. % total (2Q13 LTM) gross revenues
Pop
Flat shoes
Affordable
Comfort
Colorful
15 to 60 years of age
R$110.00/pair
R$ 37 million
3.1%
Brand Profile
Target Public
Sales Volume 3
% of Gross
Revenue 4
Price at Point
of Sale
Foundation 2008
Distribution
Channel
POS 1
% Gross
Rev.2
O MB EX
9 858
53%46%
54
1%
Focus on flat shoes, a relevant category representing approximately
36% of Arezzo&Co sales
Greenfield brand development, experiencing maturity phases over an
appropriate time frame
Strengthening brand identity in preparation for accelerated growth
through franchise model
Unparalleled store design: extremely efficient for sales and creates a
better consumer experience
Few constructions means flexible production and rapid inventory
replacement
3. Founded in 2008, Anacapri evolved its brand concept and stores architectural
design
Anacapri
History: Brand Evolution
3
2008 – 2009
2010 – 2012
Services and Convenience
Definition of the business model
Owned stores2
Owned stores8
2013
Owned stores + flagship store¹9
Opening of franchises¹
Evolution of store design and
beginning of franchise channel
Notes:
1. From Jan to Sept2013
Operating in multibrand
stores
858
Partnership with brands and designers
Entry into the multibrand channel
5. Anacapri is a shoes brand that promises to make life easy for women with
young and free lifestyles
Anacapri
Target public
5
Needs personal
achievements.
Seeks to dress in a creative
and original way.
Looks for versatility and a
product that easily matches
with her closet.
Rebuffs the social pressure
to always wear heels.
Opts for practicality and
elegance.
For this consumer, price is
an important factor.
The consumer is connected
with new things and
experiences.
Is pleased to consume more
for less.
Searches for a creative
lifestyle and emotional
connection.
FUN CREATIVE SELF-EXPRESSION UNCOMPLICATED
6. Actions and partnerships which strengthen the brand concept
Anacapri
Brand promotion
6
Designers
Partnerships
7. ANACAPRI | Diletto
Anacapri
High Summer Cobranding
7
Targeted communication at POS | Monitoring on social media
Distribution of ice pops in the stores so as to activate the partnership
9. Anacapri
Key Items
9
• Extremely comfortable
and flexible flat shoes
• Targeted
communication at
POS
• Flat shoes made for VOGUE
magazine article
• Press Kit with
personalized
insoles bearing
the name of
those receiving
the gift
• Foldable flats
• Targeted
communication at
POS
Cosmopolitan SOS
Personalization of Insoles
Press Kit
Sapatilha VOGUE
10. New architectural design means proper showcasing of the products and a
superior purchasing experience for a low outlay
Anacapri
Evolution of architectural design and store model
10
Combo: at the back of
the store, special offers
in order to increase
UPT and provide
women with practical
and quick service
Tower: on one side, individual
flat shoes are displayed; on the
other side, mirrors; and inside,
an inventory with a pair in each
size
Central Islands: to display
the classical “must-have”
Anacapri products
Enchanted Island: at
the front of the store
with the leading new
launches intended to
attract customers
11. Arezzo&Co know-how in managing multichannel business models is also
applied to Anacapri
Anacapri
Expansion Strategy
11
Franchises Owned StoresMultibrands
Enables greater brand capillarity
and visibility
Rapid brand growth with low
investment and risk
Important sales channel for
smaller cities
Optimization of the sales team:
in-house team and commission-
based sales representatives
Best Franchise in Brazil (2005)
and in the sector for 7 years
96% franchisee satisfaction rate
with a 28-year track record
Direct interaction with customers
develops retail competencies,
Flagship stores ensure greater
visibility and strengthen the brand
image
“Outsourcing” of investment in
stores and working capital
Attractive ROIC
Capillarity in distribution
Ramp-up of sales, adding
scalability to the business
High Contribution Margins
Total control of the experience
with the customer
Seal of Excellence in
Franchising in the last
8 years (ABF)
which are also reflected
in franchised stores
12. 10 10 10 10
2
10
35
70
Sep/2013 Dec/2013E Dec/2014E Dec/2015E
Owned Stores Franchises
The plan for expanding the brand includes opening 68 stores by 2015, all of
them franchises
Anacapri
Expansion Plan
12
AC
AM
MT
MS
RS
PR
SC
SP
MG
RJ
ES
GO
PA
AP
RR
BA
PE
CEMA
AL
PI
PB
RN
RO
DF
SE
TO
+35
+8
+68
Anacapri Stores Expansion Plan: 2013 – 2015
Initial focus on
expansion in the
Southwest, and then
seeking growth in
other regions of
Brazil.
Expansion using the
franchise model
+25
1. Due to the brand roll-out in the franchise model is planned according to conversion of 6 owned stores to franchises
1
13. Anacapri
Franchise economics
13
STORE
PROFILE
Investment of approximately
R$ 500,000 to open a franchise
ECONOMICS
Entrepreneur
Full time dedication to the
business (“Hands On”)
Directly involved in:
Accompanying the manager
when opening and closing
the store
Organizing the store and the
inventory
Monitoring team
performance targets
Hiring and selecting the
team
FRANCHISEE
PROFILE
Average Sales
Area 30 - 40 m²
CAPEX/m² R$ 5,5 thd/m²
Working
capital
18% of
revenues
Expected annual
revenues
R$ 1,0 – 2,0 MM
Net margin
8 – 12%
Franchise Payback1
35 months
Opening an Anacapri store costs around R$500 thousand, with an attractive
return for the franchisee
Note:
Indicative data. These estimates may change in the future.
Does not take into account the amount of the investment in the point of sale. The cost of the point of sale can vary, depending on the location.
1. Assuming net revenues at R$1,5 M and including the franchise fee of R$30,000. Considering key money at R$180,000, payback would be 45 months.
