Morana
Grupo Morana · Brazil
Morana is a Brazilian costume jewellery and accessories chain founded by Jae Ho Lee and run as a franchise network. With more than 300 stores in Brazil, it is ranked as the country's largest costume jewellery chain and is expanding into Latin America.
| Country | Brazil |
|---|---|
| Founder | Jae Ho Lee |
| Model | Franchise |
| Stores | Around 340 in Brazil |
| Website | morana.com.br |
What is Morana?
Morana is a Brazilian chain of stores selling costume jewellery and women's accessories. It was founded by Jae Ho Lee, head of Grupo Morana, and has been operating for around 25 years. Euromonitor International ranks it as the largest costume jewellery chain in Brazil.
Products and positioning
Morana sells affordable bijouterie such as earrings, necklaces, bracelets and rings, along with fashion accessories. It sources products from Asia and Brazil, operates a factory in Paraguay and supplies its stores through national distribution.
Distribution
The brand was designed for franchising from the outset, which allowed rapid growth across Brazil to around 340 units. Morana has formed a joint venture with BSG, owner of the Todo Moda and Isadora chains, to expand in Latin America, starting with a store in Buenos Aires and a target of more than 600 stores in the region within five years.
Why it matters
Morana is a clear case of franchising as a growth engine in accessories retail, and its partnership model shows how Brazilian chains are approaching international expansion in neighbouring markets.
Frequently asked questions
Who founded Morana?
Morana was founded by Jae Ho Lee, head of Grupo Morana.
What does Morana sell?
Morana sells costume jewellery and women's fashion accessories through franchised stores.