URUGUAY. Grupo Wisa has inaugurated the largest store in the group’s portfolio, with its 4,000sq m mega store now trading in the Melancia shopping centre in La Riviera, on the Uruguayan border with Brazil.
As reported, Melancia opened to the public on Thursday 5 November.
The store is fully operational now, but Grupo Wisa is scheduling its opening cocktail for late November or early December so it can host its business partners with the whole store infrastructure in place.
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Grupo Wisa opened the La Riviera mega store on 5 November |
“This is the largest shop that Grupo Wisa has today, and this has given us a unique opportunity to express the values of each category according to what our consumers expect to receive as a shopping experience,” commented Marcelo Montico, CEO of Grupo Wisa Southern Cone.
“In La Riviera Melancia we have possibly the best mix of products to which a Brazilian tourist could aspire.”
Entering into the store the customer encounters promotional areas centre and left, with toys, confectionery and a MAC cosmetics counter at front of shop.
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Cosmetics and fragrances make up the largest area in the new store |
Next in the journey is the 650sq m perfumes and cosmetics zone, which gives way to large areas for sports and fitness, eyewear and watches, an electronics and technology bazaar, and a 320sq m area for liquor and foodstuffs.
“For us this is a store that will mark a significant change in how consumers perceive the service offered by shops on the Brazilian border,” Montico told The Moodie Report.
“The potential is enormous, and we are working jointly with other operators and official agencies in holding events to bring more people to the border.”
By targeting premium shoppers, La Riviera is positioned to prevail through the current downturn in demand from Brazilian visitors, Montico said.
“The macroeconomic context in Brazil today is not the best, but this type of shopping centre working with a defined target audience is less vulnerable to changes in income,” he noted.
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The new La Riviera is the largest store in Grupo Wisa’s extensive network throughout Latin America; this gallery brings you pictures of the new store and brand executions |
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