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National leader in the amenities market, Harus invests in a modern factory as part of its expansion plan

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.

From packaging design to the final product, Harus creates exclusive formulations for hotel chains, in addition to partnering with strong brands in national and international markets, such as O Boticário, Vinotage (Grupo Família Valduga), KUR Cosméticos, L'occitane and Costa Brasil . “The amenities market, which moves around R$ 500 million per year, needs to constantly evolve to offer tailored solutions aligned with consumer trends. And that is what we are betting on at Harus”, says Luiz Roberto Magrin Filho, known as Beto, founder and president of the company.

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.

To achieve this, Harus maintains a decentralized logistics structure: in total, there are 46 representatives and distributors in Maceió, Fortaleza, Franca and Paraguay. And, in April, two more will be opened – one in the city of Porto Seguro (BA), considered the third hotel hub in the country, and another in São Luís (MA). With greater capillarity, the company estimates a growth of 20% in the number of customers and revenue.

Business expansion

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.

According to the ABIHPEC (Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry) Market Data Panel, alcohol gel was the highlight of the 'Covid-19 Consumer Basket' last year, with an increase of 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.

More information: | @harushospitalidade (Facebook, Instagram and LinkedIn)

Press information
2PRO Communication
Teresa Silva – [email protected]
(11) 3030-9463 | 99228-7836

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