Retailer Repositions to Attract
The New Latino and Give Them What They Want

Los Angeles, CA—August 3, 2012 – Curacao, formerly La Curacao, today debuted its top to bottom, inside and out transformation repositioning itself for future growth. Shoppers are also being pleasantly surprised with the retailer’s complete makeover. Curacao cites the change in demographics and evolution of Latino shoppers as the principal reasons for total revamp, its fresh new image and 360 shopping experience. The flagship store in the heart of Los Angeles was buzzing when Curacao executives pulled the ceremonial ropes to unveil the company’s new logo before taking guests and shoppers on a tour of the renovated store.

“Today’s shopper is different, says Jerry Azarkman, Chief Marketing Officer.  “There have been significant cultural and demographic shifts within the Hispanic community, and also in the neighborhoods surrounding our stores.”
 “Latinos are breaking the mold and we’ve seen first-hand the evolution of our customer, says Ron Azarkman, Curacao Chief Executive Officer.  “Our Hispanic consumer market is certainly growing, but it is also evolving and we are committed to keeping in step with them to give them what they want.” 
 “We continuously strive to better serve our customers, says Rick Hutton, Curacao President. “Our shoppers are tech savvy and are big consumers of electronics, so we are making sure we are prepared to meet their needs.”
Curacao, over the last three decades, gained recognition for being one of the largest Hispanic retail department store chains, and a top 50 consumer electronics retailer nationally. The retailer is known to be an innovator and trendsetter that successfully captured the Hispanic consumer. Curacao executives are counting on this fresh image and cultural metamorphosis to boost their base of shoppers. They are positioning their stores to continue to be a bright spot in the retail marketplace.
The company’s transformation includes the extensive makeover at all ten Curacao stores in Southern California and in Phoenix including a new logo, the new interior aesthetics, the ambient music, full-service, knowledge-based sales associates, and bilingual signage to make the shopping experience fun and easy to navigate for everyone.