The Brazilian beauty products brand Natura announced that in 2025 they will establish the franchise business model in Mexico. They are transitioning away from the direct selling model in Mexico.
At a press conference, the company’s general manager in Mexico, Jans Werner, said this is part of the company’s new business strategy with its sales force, similar to the operating model it has in other countries such as Brazil, Colombia, Chile, Ecuador and Peru, focused on more investment and training.
“The first franchises will be led by our current leaders. They will be the pioneers who will have the opportunity to to start the first franchises. We are confident that they know the brand and the products and will represent us well,” said Werner.
So far, 30 current brand leaders have been invited to try out the franchise model in Mexico, which will begin to open in the country by mid-2025.
According to the Mexican Franchise Association, by 2024 the sector represents 5% of the national GDP, occupying fifth place worldwide with 1,500 franchise brands with expectations of continuing to expand.
Mexico is the most important market for the company after Brazil, so it will adapt the format of the current Natura stores that the brand uses around the world. The first franchises will open during 2025 and the plan is to expand in the medium and long term throughout Mexico.
