THE EQUIPAGE CASE WOMEN'S RETAIL SHOES AND BAGS STORE

CEO and founder of Equipage Cláudia Mourão CEO and founder of Equipage

Strong family values Joana Paula Cláudia Frederico Mariana Marketing Director Commercial Director CEO Financial Director Strong family values

Brazil Where are we located?

Belo Horizonte São Paulo Rio de Janeiro Equipage Stores

Equipage was founded in 1980. THE BEGINNING Equipage was founded in 1980. Grand opening invitation 80’s 90’s 2000’s 2010’s

The end of dictatorship in 1985; Hyperinflation; BRAZILIAN ECONOMIC’S SCENARIO The end of dictatorship in 1985; Hyperinflation; Low purchasing power and high income concentration; Low growth of the country’s GDP (annual average of 1.7%); 80’s 90’s 2000’s 2010’s The Lost Decade

A Fashion and cultural scene emerges in Brazil; MEANWHILE… A Fashion and cultural scene emerges in Brazil; Female revolution; Equal rights and obligations of men and women under new Constitution (1988); Paris, 1985 Cláudia Mourão and Brazilian fashion entrepreneurs 80’s 90’s 2000’s 2010’s The Promising Decade

Opening of four new stores: 2nd store (1985); 3rd store (1988); EQUIPAGE´S GROWTH PHASE Opening of four new stores: 2nd store (1985); 3rd store (1988); 4th store: first diversification Bogart's men shoes store (1989); Claudia’s cancer diagnosis (1989). 80’s 90’s 2000’s 2010’s The Promising Decade

Currency change to "Real” – monetary stability (1994); BRAZILIAN ECONOMIC’S SCENARIO Currency change to "Real” – monetary stability (1994); Inflation control; High interests rates; Economic and trade liberalization; 80’s 90’s 2000’s 2010’s The Neoliberal Decade

Claudia health treatment; UPS AND DOWNS Claudia health treatment; Entry of the second generation into the business; Joana, Paula, Mariana. 80’s 90’s 2000’s 2010’s The Overcoming Decade

Equipage´s financial crisis (1990-1992); UPS AND DOWNS Equipage´s financial crisis (1990-1992); Exit of the co-founder (1991); High competition due to importation of Chinese shoes; Strategic restructuration of the business; Discontinuation of men´s store business. 80’s 90’s 2000’s 2010’s The Overcoming Decade

Two new Equipage stores (1994 and 1996); NEW CYCLE OF GROWTH Two new Equipage stores (1994 and 1996); Claudia’s cancer cure. 80’s 90’s 2000’s 2010’s The Overcoming Decade

Generalized improvement of the macroeconomic indexes. BRAZILIAN ECONOMIC’S SCENARIO Generalized improvement of the macroeconomic indexes. The Workers' Party rises to power. Cover of the magazine "The Economist" 80’s 90’s 2000’s 2010’s The Decade of Economic Recovery

Financial recovery (2002); Credibility with main creditors; MAIN ACHIEVEMENTS Financial recovery (2002); Credibility with main creditors; 12 stores in different marketing channels: Wholesale Franchise Outlet Multi-brands 80’s 90’s 2000’s 2010’s The Decade of Diversification

"Cláudia Mourão Shoes & Bags” new brand; MAIN ACHIEVEMENTS "Cláudia Mourão Shoes & Bags” new brand; Outsourced production 80’s 90’s 2000’s 2010’s The Decade of Diversification

Wholesale market with the international brand (2005); MAIN ACHIEVEMENTS Wholesale market with the international brand (2005); Exportation; Micam Fair, Italy Dubai, Emirates 80’s 90’s 2000’s 2010’s The Decade of Diversification

Cover of the magazine "The Economist" BRAZILIAN ECONOMIC’S SCENARIO "Operation Car Wash”; Successive corruption scandals in the public and private sectors; Economic recession since 2015; Panorama of the footwear sector (2016): 15.5% drop in national sales, while female segment presented a 16% reduction in volume and a 8% reduction in price. Reduction and/or end of several footwear poles in the country. Cover of the magazine "The Economist" 80’s 90’s 2000’s 2010’s The Decade of Anticorruption

FOCUS ON PROFITABILITY Seeking knowledge in the management of family businesses: Fundação Dom Cabral (2012); Closing of non-profitable business: wholesale (2012) franchise business (2012); Entry into e-commerce (2015); Financial health to face this recession period; Claudia´s new health problem: occupational disease (2015); Follow us @amoequipage www.equipageonline.com.br 80’s 90’s 2000’s 2010’s The Decade of Resilience

Building the succession process; Being prepared for new growth cycle; FUTURE STEPS Building the succession process; Being prepared for new growth cycle; Implementing worldwide sales: @ e-commerce; www.equipageonline.com.br 80’s 90’s 2000’s 2010’s and ahead

Lessons learned Believe in your dreams: We always have faith that things are going to work out; Be transparent with all employees, suppliers, partners and customers; Don’t be afraid to change; Be quick in your decisions; Leave your beliefs as a legacy: “Together we are more”.

TO SHARE THE EXPERIENCES OF OUR FAMILY BUSINESS THANK YOU FOR THIS OPPORTUNITY TO SHARE THE EXPERIENCES OF OUR FAMILY BUSINESS