With a wide line of personalized, eco-friendly and own brand products aimed at hospitality, the company currently serves more than 10 thousand customers and has been expanding its operations in Brazil and abroad
For more than two decades, Harus has been an important part of the memorable moments of thousands of guests in Brazil and abroad. The company is a leader in the national amenities market, thanks to constant innovation and a wide range of products – which includes personalized, eco-friendly and private brand items. And, this April, it celebrates its 25th anniversary with another step in this direction: the inauguration of a modern factory in the city of Franca (SP).
With high production capacity, the new 20,000m² plant received investments of around 5 million reais to adapt manufacturing processes to meet international standards. Equipment with advanced technology was acquired, aimed at developing innovative and customized products. There are soaps, shampoos, conditioners, moisturizers and body oils, which serve all types of accommodation, from small hotels, motels to large chains and resorts around the world.
Do design da embalagem até o produto final, a Harus cria formulações exclusivas para redes hoteleiras, além da parceria com marcas fortes nos mercados nacionais e internacionais, como O Boticário, Vinotage (Grupo Família Valduga), KUR Cosméticos, L’occitane e Costa Brasil. “O mercado de amenities, que movimenta cerca de R$ 500 milhões ao ano, precisa evoluir constantemente para oferecer soluções sob medida e alinhadas com as tendências de consumo. E é nisso que apostamos na Harus”, afirma Luiz Roberto Magrin Filho, conhecido como Beto, fundador e diretor-geral da companhia.
The search for innovation led to the launch of new lines, such as Costa Brazil, a brand of eco-friendly products developed especially for guests at the Hotel Fasano in New York. The partnership was brokered by a designer who lives in the North American city.
The Alma Brasil own brand, which uses plant-based and environmentally friendly raw materials, is another example of this. With it, Harus has expanded its business and its customer network. Launched 15 years ago due to the market's need for products with better formulation, the line represents 40% of sales. “We are prepared to deliver to the customer a complete, personalized and sustainable product, from formulation to packaging design and label, which are biodegradable and have the Green Plastic seal”, says the executive.
Today, Harus has more than 10 thousand customers, served in Brazil and also in countries such as Argentina, Chile, Paraguay, Uruguay, the United States, among others. These are long-lasting partnerships, won by the wide range of products, with great cost-benefit, and the best delivery time.
Para isso, a Harus mantém uma estrutura logística descentralizada: ao todo, são 46 representantes e distribuidoras em Maceió, Fortaleza, Franca, Porto Seguro, São Luís e Paraguai. Com maior capilaridade, a empresa estima um crescimento de 20% no número de clientes e no faturamento.
In its expansion project, the company identified the opportunity to increase its market share by diversifying its product line. It then began to develop items for the food, accessories, electronics, bed and bath sectors.
“In 2013, we created the Harus Food business unit, to develop personalized products in partnership with recognized brands in the food market, including Júnior Alimentos, Le Petit, Homemade, Ísis, Bauducco and Vigor,” says Beto.
The company also began selling alcohol gel to meet the high demand in the hotel, hospital and pharmaceutical segments, as well as drugstore and supermarket retail.
De acordo com o Painel de Dados de Mercado da ABIHPEC (Associação Brasileira da Indústria de Higiene Pessoal, Perfumaria e Cosméticos), o álcool em gel foi o destaque da ‘Cesta Covid-19 de Consumo’ no ano passado, com uma alta de 808%.
Another new feature launched this year by the company is the line of dispensers used to distribute alcohol gel, liquid soap, shampoo and conditioner. The products also had a Braille version, for people with visual impairments. Furthermore, the packaging is eco-friendly and has the Green Plastic seal.
The company's new plans are yielding results: Harus projects revenue growth of around 20% in 2021.
Teresa Silva – [email protected]
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