Gelatissimo recently revealed plans to launch its first two stores in the US, but with dozens of stores across Australia, China, the Philippines, Singapore, Saudi Arabia, Bangladesh and India, it’s already a global success. And yet, CEO Filipe Barbosa sees even more potential for the gelato chain to expand – if it finds the right partners. Inside Retail: How has the last year been for Gelatissimo and why is now the right time for US expansion? Filipe Barbosa: Like a lot of retailers, we
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ers, we have been focused on riding out the Covid storm, whilst at the same time, setting up a solid platform to launch growth from.
We are proud to say that whilst the past year wasn’t easy, we are seeing results in the past couple of months that are showing growth on pre-Covid numbers.
Ultimately, the USA launch is something we have been working towards for a while now, so we are excited to be opening in Houston in the next few months.
Given the foundational work that we have completed and the return to some form of normality in the retail space, we see this as the right time to launch and expand in the USA given the market’s incredible potential.
IR: Can you tell me a bit about the thinking behind these locations (Houston + Hawaii)? Why were these the best fit for the brand?
FB: Texas was earmarked from the outset as one of the priority markets in the USA, and this was based on several criteria. Bringing the launch to life was a case of finding an incredible master franchisee to work with. Ultimately, the alignment of our master franchisees Simon Stankevicius and Phanary Hok to our brand and values just made it right.
We have been searching for our initial flagship store in Houston for the past six months and we think that Baybrook Mall, located in a middle-class suburb with a great entertainment and strolling precinct is a great choice.
Hawaii was an easy choice as it ticks all our boxes: tourism, sunshine, leisure and proximity to Australia. We have been working on securing a site along the main strip of Kalakaua Avenue in Waikiki for the past two years and we are nearly there. All going well, we will be opening in the third quarter of 2021. We will operate Hawaii as a company-owned store which will be a great little sibling to the Houston flagship.
IR: What US locations do you hope to expand the brand to in future?
FB: We are confident that the family will grow quickly, and we look forward to showing off a multitude of new store openings in the coming years.
We believe that Gelatissimo has plenty to offer right across the USA but the leisure havens of California and Florida sit high on our priority list for growth in the near future.
Ultimately, future success relies on finding incredible master franchise partners. We have a great offering in the USA and are open to developing territories with the right partners.
IR: How is the brand’s Asia expansion going?
FB: Many parts have been significantly impacted by Covid, and as we speak, markets like the Philippines and India are currently experiencing another wave. Typically, lockdowns have been more prolonged and severe in our international markets. Recovery is coming, albeit a little slower than we would like, and growth will need to wait until the retail landscape improves a little more.
Singapore is showing some positive signs of a retail rebound like Australia. Off the back of this we are looking to add to our store count in 2021 with a few sites under consideration.
It’s great to also see our South India partner bucking the trend, with a couple of new locations opening in the coming months.
IR: Any big learnings or challenges on the international expansion journey?
FB: Plenty is the short answer. However, if there is one that is more important than any other, it’s to be working with franchise partners that share our values.
Another is to work proactively and openly with our partners to make them successful. Growth is ultimately a function of successful retail outlets and we are getting pretty hands-on and adding value as much as we can to ensure that all our markets are ultimately a success.
