案例库 · 战略与领导 · 战略决策 · 2012–2023
这条还没译成中文，下面是英文原文。
O Boticário doubled share via a separate drugstore brand arm, Multi B
Brazil's biggest beauty franchise bought a distributor, built a second brand house, and grew B2B sales over 100%.
Grupo Boticário · O Boticário · Multi B
那一手
O Boticário built Brazil's largest cosmetics franchise network — more than 4,000 stores — and then hit a ceiling: shoppers who never entered a specialty store. The group's answer, started quietly with a 2012 stake in distributor Frajo, was Multi B, a multi-brand platform for channels it did not own: pharmacies, perfumeries, department stores and online.
The design avoided cannibalization by using different brands per channel. Vult was dedicated to non-proprietary retail; Eudora's hair-care line Siàge sold in drugstores; O Boticário and its flagship stores stayed separate. Acquisitions (Vult, then Truss and Dr. Jones) filled the portfolio, and the CEO described the strategy as having a share in every distribution channel in Brazil.
The bet compounded: B2B sales through non-proprietary channels grew more than 60% in 2022 and were forecast to rise 107% in 2023, with new doors (a pharmacy starting to sell Vult) and productivity (adding Siàge to the same shelf) as the two engines. Market share roughly doubled over the decade.
为什么管用
- Separate brands prevent channel conflict with franchisees.
- A distributor acquisition brings shelf relationships instantly.
- Pharmacies sell where franchise stores cannot profitably go.
- Multi-brand portfolios compound: each door sells more lines over time.
可以搬走什么
Expansion beyond your owned network works best with a separate brand and a separate platform: give each channel its own identity so you grow the market instead of cannibalizing your own stores.
后来呢
By 2022 Grupo Boticário posted R$23.6 billion in sales (+31%) and more than 4,100 physical points of sale in the omnichannel format; a 2026 study named it the world's largest beauty retailer by store count, still anchored by franchises plus the Multi B channel platform.
资料来源
- A fórmula do Boticário para crescer além de suas lojas
- 'Queremos estar aonde o consumidor está', diz VP de B2B do Grupo Boticário
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