CASA DO CELULAR – The Franchise that worked
The company was born from an entrepreneurial vision, which hopes to reach 250 stores by the end of this year.
by Dilnara Titara
Founded in 1999 by entrepreneur Darlan Almeida, Casa do Celular began as a modest technical assistance for this device in the region of Santarém, Pará. Over the years, Darlan noticed changes in the local scenario and, with an entrepreneurial vision, transformed his experience into six previous businesses in the industry to create a successful franchise, focused not just on repairs, but on the specialized sale of cell phone devices and accessories.
“We came against the grain of retail. We grew a lot in 2022 and 2023, showing that humanized, specialized service and flexible negotiation still have great relevance in the market.”
Currently, the franchise operates with more than 180 stores throughout Brazil, serving more than 500 thousand customers. The company stands out for its presence in the Northeast, especially in Ceará, with strong expansion in other regions of the country. The franchisor’s headquarters is located in Fortaleza (CE), and growth is taking place at a rapid pace. Casa do Celular’s success is attributed to its ability to adapt to market changes and offer service focused on customer needs. With a franchise model that places owners directly in front of the stores, the company stands out for its human service, personalized negotiations, and price flexibility.
Expansion in 2024
Hugo Casasanta, CEO of Casa do Celular, highlights: “We are going against the grain of retail. We grew a lot in 2022 and 2023, showing that humanized, specialized service and flexible negotiation still have great relevance in the market. Physical retail is growing and the trend is to improve even further.”
With revenue exceeding R$400 million in 2023, Casa do Celular projects growth of 50% in 2024 and plans, as a minimum target, to reach 250 stores by the end of the year. “With a solid foundation and comprehensive mapping for new regions, we seek to maintain our prominent position in the retail market. We reach regions where the big ones cannot reach”, says the CEO.
In addition to selling devices and peripherals, the company is implementing projects such as reverse logistics for cell phone reception and expanding its reach in small cities and neighborhoods far from large centers, which will increase its competitive advantage.
Challenges and expectations
Historically, 60% of Casa do Celular stores are located in physical street retail, mainly in strategic regions to serve the B, C and D classes. “However, we observed a significant change in expansion to large capital cities. Therefore, we also chose to be present in shopping centers”, says Hugo.
As in all businesses, there are challenges, but the CEO makes a reservation. “We recognize that they exist, but, in the franchise market, the expansion still remains a viable strategy. Driven by the success achieved in 2023, we project a promising scenario for 2024.”
The company considers that reducing interest rates is fundamental, but remembers that other factors, such as the appreciation of the real, also play a crucial role. “It is important to adopt favorable economic measures to facilitate access to credit and maintain the dynamics of national retail”, states the CEO.
Source: Eletrolar News Ed. 159 – Especial Presidentes
