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Assaí Atacadista unveils bold innovation strategy for 2026
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Friday, 21 November, 2025, 12 : 00 PM [IST]
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Sao Paulo, Brazil
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Brazilian retail giant Assaí Atacadista has laid out a multi-pronged growth roadmap for 2026, emphasizing innovation, customer loyalty, and diversification. During a high-profile investor event held on November 18 in São Paulo, the company announced a sweeping plan to expand beyond its core wholesale format, introducing new business lines and rethinking its value proposition.
Central to Assaí’s strategy is the establishment of an executive directorate of New Business & Innovation, tasked with driving the next phase of development. Among the flagship initiatives is the rollout of a private-label strategy with two distinct brands: “Assaí,” tailored to individual consumers, and “Chef,” meant for small merchant customers. The pilot launch will begin in São Paulo and Rio de Janeiro, with a strong emphasis on sourcing from local suppliers to support community producers.
Assaí is also entering the pharmacy sector with its new “Mundo Saúde” (Health World) project. The plan calls for opening pharmacies in selected store galleries initially, with the potential to scale the format more broadly across its network over time.
Complementing these moves is the continued expansion into financial services via the Assaí Pay ecosystem. Under this umbrella, the company will launch its own card machine for small- and medium-sized merchants, and debut the “Meu Negócio Assaí” (My Assaí Business) app. For the general public, Assaí Pay will offer a digital account, debit card, and cashback rewards—designed to deepen customer engagement and drive repeat business.
On the ESG front, Assaí’s philanthropic arm—the Assaí Institute—is launching a new cycle (2026–2030) with a strong focus on food security, underlining the company’s commitment to social impact.
Strategically, Assaí is prioritizing financial discipline. The company plans to delay large-scale expansion, targeting about 10 new store openings in 2026, with a pared-back capex of around R$ 700 million, as it focuses on reducing debt.
In her remarks, CEO Belmiro Gomes emphasized that the new initiatives reflect Assaí’s deep understanding of its customers and an intention to evolve beyond traditional retail. “These movements mark the continuous evolution and leadership in innovation in the segment,” he said.
By launching private labels, entering healthcare, and building a powerful payments ecosystem, Assaí aims to reshape its identity—not only as a cash-and-carry major, but as a multifaceted retail platform prepared for the future.
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