Leather Labs renews its ground-breaking leather e-commerce in Brazil
24 | 07 | 2023
The new version of the leather e-commerce of Leather Labs has two home pages, one for those looking to buy leather as a raw material and the other for end-products such as bags, wallets, suitcase organizers, wine pouches, among others. These are two sites in one, a trend that is now becoming standard practice on major houseware, decoration and lifestyle platforms.
The model enables each site to launch short, medium and long-term campaigns, new products, exclusive opportunities for each niche, as well as a good dose of inspiration. “These new ideas, as well as our business model, are an innovation that does not yet exist in Brazil, allowing consumers to purchase leather with a few clicks to make clothes or to change the upholstery on a sofa, for example,” says Kim Sena, Sustainability director of JBS Couros.
The thinking behind the change is to facilitate the leather purchasing experience for architects, interior designers, craftsmen and the end consumer, with no intermediaries or minimum quantity, a unique model in Brazil. “The major challenge we faced was to direct each stakeholder to the right place within our do brand universe. Now, we’ll be able to serve in a more direct manner consumers looking for ready-made leather products, while also having an even more personalized sales channel for those that need leather in square meters, on demand, priced by volume”, says Sena.
Export quality leather for the domestic market
At this debut moment, the major sales focus will be on own leather products for home furniture upholstery (home decor), the brand’s core business, and for automotive upholstery, given the huge demand for diversification of the colors of car seats since the company is the world’s largest producer of automotive leather. Leather for clothing, footwear and artifacts are also part of the list of strategic products for increasing the brand’s share of the domestic market, focusing on B2C and direct consumer sales.
“Brazil is now a priority at Leather Labs, which for years has exported 95% of its production. The platform wants to show Brazilians that it is possible to obtain quality leather, something which until very recently was only available internationally”, explains Kim Sena.
The reformulations of the e-commerce developed by Driven – one of Brazil’s most specialized digital commerce conglomerates – hosted on the VTEX platform and with distribution centers of Romeu Couros handling the logistics of sending products to the four corners of the country, promises to raise the level of customer satisfaction while contributing to the brand’s growth expectations for the on-line channel in the years ahead. According to Kim Sena, the idea is that sales on the platform will increase next years in the wake of the initiative to roll out the new site.
The brand is granting discounts on initial purchases on the platform and, besides being able to purchase online, customers can pick up their purchases at the physical store of Casa de Couros Romeu, in São Paulo, something that reflects Leather Labs’ objective of getting closer to the consumer and offering a sensorial in-store experience. According to Kim, the aim “is to deliver an all-round experience of our products, since Leather Labs is rooted in this industry and is in a position to talk in-depth about the issues involving the leather chain, which also includes an educational function. It’s not just retail”, he points out.
The executive is referring to the fact that the platform is a connection space among all aspects of leather. Online, one can find free and creative courses on how to use leather, space for conversations between those passionate about the material and for showcasing their work techniques, contributing in this way to demystifying the raw material. “We’ve spoken with major brands, craftsmen, people looking to be entrepreneurs using leather to generate income, with those who have long been involved with leather and even people that only want to change the upholstery of the sofa or the car”, he concludes.
Escrito por: Oxigenweb