2024-05-11 14:58:04
The mass consumption company Asertia also distributes the beauty brand Maybelline. In 2024, the firm plans to sell USD 100 million.
The Ecuadorian mass consumption company Asertia projects to reach sales of USD 100 million in 2024 and, given this positive projection, it makes its first bond issue on the Stock Exchange, for USD 3 million.
The story goes that 38 years ago, in the San Juan neighborhood (Historic Center of Quito), the De la Cruz family rented an old house, where they located offices and warehouses. From there he began the mass consumption product distribution business.
With a small van and minimal work equipment, the delivery began. The starting strategy was to look for alternative products to those most required by consumers at that time and, at the same time, offer them to medium-sized stores and distributors. The business focused on the wholesale segment, which currently remains fundamental.
It has eight distribution centers and handles around 1,600 monthly delivery frequencies throughout the national territory. Within its portfolio of more than 55,000 clients are the main Ecuadorian and multinational companies. It employs 380 direct employees, including people with disabilities, and has a value chain of approximately 23,000 indirect employees.
New portfolio
Categories such as skin care, hair, makeup and dermo cosmetics are the main offering of the new portfolio, which is already sold nationwide in the main supermarket chains, pharmacies and department stores. As of October 2021, after a negotiation of more than two years, Asertia was awarded the multi-channel distribution of L’Oreal in Ecuador.
The company points out that “due to the excellent results with the L’Oreal brand, since March 2023 the portfolio was expanded with the global beauty brand Maybelline.” As a result of this performance, Asertia decided to make its first broadcast.
GlobalRatings Calificadora de Riesgos SA granted the AAA (-) rating based on the audited financial statements for the periods 2020, 2021 and 2022; as well as the internal financial statements, financial projections, structuring of the issue and relevant information for the year 2023.
The GlobalRatings report highlights that Asertia Comercial “maintains a healthy financial position, supported by cost efficiency, solid commercial relationships and prudent adaptability to market dynamics.”
Source: PRIMICIAS