Leader in the national amenities market, the company estimates an increase of 40% in sales in the semester compared to pre-pandemic thanks to the contribution of the fair, the largest in the sector in the country
São Paulo, September 2022 – Harus, national leader in the amenities market, opens its stand at Equipotel this Tuesday (13) with the presentation of a range of new products in its portfolio, in addition to the brand's well-known best-selling lines. The fair, held at São Paulo Expo until the 16th, is the biggest event in the hospitality sector in Latin America.
“Essential for our market, Equipotel is an opportunity to connect with partners and customers, in addition to making new contacts”, says the general director of Harus, Luiz Roberto Magrin Filho, who foresees, thanks to the fair, an increase in 40% in sales this semester, compared to the same period in 2019 – the last year before the pandemic.
In a large space, the company will welcome visitors with a product offering based on three major trends in the hospitality market: guest experience, sustainability and verticalization of service provision.
“Firstly, we noticed that leaving home and being able to travel has become a privilege after two years of restrictive measures related to Covid-19. And, in this return to tourism, travelers are looking, more than ever, for an experience of well-being and relaxation”, says Magrin Filho.
In this context, amenities take center stage in accommodation options. And, to meet this demand, Harus renewed and expanded its range of products, both its own brand and those produced in partnership with renowned brands on the market.
Items that carry the brand Apothecary, for example, bring news. Now, guests will have access to the Nativa Spa Quinoa lines (consisting of vegan shampoo and conditioner and deodorant firming lotion) and Cuide-se Bem Nuvem, perfect for moments of self-care.
From the successful partnership with L'Occitane, the Capim-Limão, Coconut Water and Sugarcane lines, best-sellers from the L'Occitane au Brésil line, produced with national ingredients, will be available at the stand, as well as products from L'Occitane en Provence.
“We really believe in this partnership and in the strength and capillarity it brings to our brand”, says Rosana Ribeiro, Head of Sell In for L'Occitane's Franchising, Corporate, B2B & SPA channels. “The performance of the lines launched last year has been very positive, and we expect an even more significant increase in this second half of the year.”
Harus also brings to the event the first products of its new collaboration, with Davene, a national company with 46 years of history. The agreement includes the launch of the amenities version of the Oat Milk lines (a classic of the brand), the La Flore and La Fruta liquid soaps and the new Davene Beleza hair line, which features Aloe Vera in its composition.
“We see the partnership as an excellent opportunity to present our product portfolio to an audience that does not yet have contact with the brand, in addition to strengthening the relationship with our consumers”, says Manasha Morizono, Media Supervisor at Davene.
Also among the company's renowned lines, products Vinotage, produced in agreement with Casa Valduga, comes with new packaging. Available in Chardonnay, Sauvignon and Merlot versions, the products rely on the natural strength of grape polyphenols to compose guests' well-being ritual.
The general director of Harus also says that there is a clear search for more sustainability in hospitality. “Thus, it is necessary for the sector to be aware of its environmental impacts – and, in this case, for amenities to take these requirements into account”, he says.
Therefore, the company doubled its efforts to offer sustainable items. As part of them, it brought into its operations two renowned professionals in the sector, Carla Guerra and Regina Segui, who will act as brand ambassadors.
The first results of these collaborations, exclusive lines signed by the professionals, will also be presented at Equipotel. The line Harus by Carla Guerra, a specialist in disinfection and hygiene in the hospitality sector, will bring amenities developed with the strictest quality control. The products do not contain parabens, silicones and mineral oil, and are produced with plant-based ingredients. The partnership also includes a range of cleaning products.
The new Bambu line from Harus by Regina Segui, a consultant in the areas of strategic purchasing, implementation and renovation of hotels, was conceived on the basis of a commitment to social and environmental responsibility. All items are natural, biodegradable, preservative-free and accessible to the visually impaired – with descriptions in Braille. Furthermore, they have a different refreshing fragrance that brings comfort and well-being.
The collaboration products arrive at the fair already with the approval of the market: they were selected by Equipotel to receive the Hospitality Seal of the 2022 Edition. The award recognizes recently launched products that add technological innovations, design, sustainability, operation, which offer reduction costs and maximize the services provided in the accommodation facilities. In 2021, Harus also received recognition, with the Sólido Line.
At the company's stand, it will be possible to see two major highlights of its initiatives towards a more sustainable future. The first of them, dispensers, generate product savings and less plastic disposal. Now, they arrive in a new version, with Alma Brasil Argan products, with shampoo, conditioner, moisturizer and liquid soap, all with essential oil.
The brand's Vegan Line, free from animal products and commercially successful, can also be seen up close at the fair. “The demand for both marks a major change in the market. Today, we have more than 30% of customers served by Harus migrating to dispensers. Furthermore, the vegan line, launched at Equipotel in 2021, is today our best seller – a fantastic acceptance”, says Magrin Filho.
In addition to the amenities and latest launches, the stand will present other products distributed by the company to the fair's public. “We realized, a few years ago, the need to offer our customers a complete experience, so that accommodation providers can find everything they need in one place: Harus”, he says.
Offer includes layettes Ciça, olfactory marketing Basic Aroma, mattresses Probel, and household appliances Mallory, the company's new partner.
Furthermore, the company's portfolio includes the best food brands, sold by Harus Food. Among them are Júnior Alimentos, Homemade, Ísis, Vigor, Bauducco, Le Petit, Lowçucar, Caravelas, Cepêra, Flormel, Président, Paysan Breton and Billa.
Harus currently has more than 16,000 active customers, served in Brazil and Latin America, as well as countries such as the United States and Israel. The company has distributors in Franca, Fortaleza, São Luís, Porto Seguro, Recife, Brasília, Caldas Novas and Goiânia, a distribution center in Maceió – to serve the North and Northeast regions – and a branch in Assunção, Paraguay.
Harus, a leading brand in the Brazilian amenities market, is present in all hospitality segments with its diverse line of personalized products and private brands, including Alma Brasil. The modern factory, located in the city of Franca (SP), has the capacity to produce soaps, shampoos, moisturizers, body oils and a multitude of other items. From packaging design to the final product, the company develops exclusive formulations for national and international icon brands, including O Boticário, Vinotage (Grupo Família Valduga), KUR Cosméticos, L'Occitane and Costa Brasil.
In its 26-year history, the company has expanded its business with products for the food and hotel sectors, through partner brands. Harus Food Service presents a diverse range of products, including the Júnior Alimentos, Le Petit, Bauducco, Homemade, Vigor and Isis lines.
More information: www.harus.ind.br | @harusoficial (Facebook, Instagram and LinkedIn)
Giuliana Vallone – [email protected]