Lojas Avenida
Pepkor · Brazil
Lojas Avenida is a Brazilian value fashion retailer founded in Cuiabá, Mato Grosso, and majority owned by South Africa's Pepkor. It sells low-priced clothing alongside bed, table and bath products through a fast-growing network of physical stores.
| Origin | Cuiabá, Mato Grosso, Brazil |
|---|---|
| Owner | Pepkor (majority stake since 2022) |
| Stores | More than 140 in 12 states (2023) |
| Target customers | Classes C and D |
| Website | lojasavenida.com.br |
What is Lojas Avenida?
Lojas Avenida is a value fashion retail chain that began in Cuiabá, the capital of the Brazilian state of Mato Grosso. It targets lower and lower-middle income households, the so-called classes C and D, with an average ticket of around 33 reais.
History
In 2022 the South African retail group Pepkor acquired 87 per cent of the company from the Kinea fund, while the founders kept the remaining stake. Following the acquisition the business streamlined its offer: it stopped selling mobile phones and closed the Giovanna Calçados footwear chain, which had been part of the group.
Products and positioning
The range combines fashion for the whole family with bed, table and bath goods, sold at accessible prices. The model is built around physical stores rather than online sales; the company closed its e-commerce operation, keeping its website as a showcase.
Distribution
By 2023 Lojas Avenida operated more than 140 stores in 12 Brazilian states, with an ambition of reaching 1,000 units and a pace of roughly one opening per week. Expansion has since reached São Paulo state and new markets in the North region, including Acre.
Why it matters
Lojas Avenida shows how an international value retailer is using a store-led, low-ticket model to grow in Brazil's interior and northern regions, deliberately moving against the shift to online retail.
Frequently asked questions
Who owns Lojas Avenida?
South African retailer Pepkor acquired 87 per cent of Lojas Avenida in 2022, with the founders keeping the remainder.
What does Lojas Avenida sell?
It sells low-priced fashion together with bed, table and bath products through its own physical stores.