In 2024, and American Leave the hole. It remains now climbing the mountain. This is the analogy of the financial manager of retail stores, Camille Faria. The company completed 2024 with a net income of $ 8.28 billion, for a loss of $ 2.2 billion from 2023.
However, the number is amplified by the effects of judicial recovery, such as Shave (Determination of debt) from financial creditors.
However, the image is better than we had after discovering $ 20 billion in an accounting fraud.
“We came from the very negative eBitda,” says the executive
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After cleaning the balance and negotiating with creditors, the company is trying to bear the new business model, with great participation in material stores.
“We are not yet satisfied with the level of selling us per square meter, or the total margin or SG & A as a percentage of net revenue, but all these indicators improve,” Cameel says, noting that from 2026, the company sets more growth.
The plan is far from renewing everything, and yes, look more in the origins. A comparison between stores in early 2024 at the beginning of 2025 is already showing important differences, according to the financial manager.
“Before, we had many foods that focus on treatments, without consistency in the product mixture. Now we are the store mixture and wandering around our essence: a store that solves the daily customer problem, with different products, from cleaning the elements to games.”
The idea is not that Americanas leaves chocolate that has become a kind of brand – there is no shortage of memes with three bars for $ 10. The company is also the country’s largest egg seller in the country and is not considering giving up “golden egg chicken”.
But it wants to expand the focus on the utilitarian groups that increase the average ticket and the number of elements through the customer purchase basket. The store is not interrogated by one thousand square meters by selling chocolate only, even with a flow of 50 million customers spend each month in American units.
“You cannot liquidate this company if every customer will enter a shop, take a basket, put four chocolate for $ 10 and pass the industrial secretary. This business model does not work. I need to buy the customer chocolate and remember that he needs the sock and also re -lamp reserves, for example.” Instead of leaving with purchasing $ 10, the customer leaves with a ticket of $ 40.
On the Internet, direct sale is no longer bad words
In direct sales of the site (called 1p), Americans were more money. It was very promotional and provided a lot of money recovery to the customer, not only a growth strategy, but what he found himself later as part of the previous management fraud plan. This is how Varia says, I am a certain shock in the company.
“Do you know that story for the dog bitten by the snake and fear sausage? So, at first, for fear of a lot of harm we did not want anything.”
But this was the head of the current administration in 2024, when the GMV value on the Internet (the total value of the sale of goods) decreased by 47.0 % of 1p operations. “In 2025, our head changed a little. We do not find more than 1p badly,” says financial director.
According to Faria, those who are characterized by Americans, but with cross sales on their digital channel. “We may offer a productive product or another in 1p, which is logical. But as if we had no (the process), it will be in time 1p.”
Even the market was also meager. Even the company has 40,000 seller Free marketBut understanding that the road should be another.
They are adult sales representatives, such as hardware manufacturers, such as Samsung or whirlpoolFor example, and between young sellers, those who complete the customer’s trip and guarantee the omnicanity experience, in a more similar or supplementary product portfolio of what the company sells in the store.
“O2O (online to unlawful online, where the customer buys online and withdraws from the store or receives at home) will be one of the big news in 2025. We want to improve the shopping experience, and be able to provide faster and effective. Today the customer does not find everything in the store online,” he says. ”
By 2025, Americans accumulate by 6.46 %, negotiated at $ 6.10.
