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LatAm Chile Brand Stories

1. Falabella 

Falabella is the leading department store retailer in Chile.

Falabella operates 44 large department stores throughout Chile and is the leading brand in the retail channel. The brand appeals to Chile’s more affluent shoppers with a consistently executed fashion-forward merchandising strategy that enables it to remain the industry leader. The brand’s first store opened in 1958. Following several decades of expansion throughout Chile, its presence was extended regionally in the 1990s.

There are now a combined 50 Falabella stores in Peru, Argentina and Colombia. The origins of the brand date back to 1889 when Italian immigrant Salvatore Falabella opened a tailor shop. Today, the brand he created is synonymous with department store retailing and also serves as the corporate identity of parent company SACI Falabella. This major conglomerate has extensive interests across the retail industry including the Mall Plaza shopping center brand, the Sodimac home improvement brand, the Tottus supermarket brand as well as financial services offered under the Banco de Falabella brand created in 1998.

 

  • Parent company: SACI Falabella
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 1889
  • Website: www.falabella.com
  • Brand Value: $6,084 million US


2. Sodimac 

Homecenter Sodimac is Chile's Leading Home Improvement Brand.

The Homecenter brand appears in 83 stores throughout Chile that are focused on serving consumer needs for home improvement products. The Homecenter brand is the most prevalent of the three formats its parent company Sodimac uses to serve the home improvement, building and construction materials market – a market it has segmented by homeowners, contractors and medium-to-large construction companies. The origins of the Homecenter brand date back to the 1940s, when a small company known as Sogeco began providing construction companies in Valparaíso with building materials. In 1952, the company became known as Sodimac. It entered the home improvement retail space in 1988, with the introduction of the Homecenter brand. In 2003, Sodimac became part of the Falabella retail conglomerate, which just two years earlier had bought out Home Depot’s ownership interest in a joint venture established in 1997. The Homecenter brand now enjoys a regional presence beyond Chile, with 65 stores located in Argentina, Colombia and Peru.

  • Parent company: Sodimac SA
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 1988
  • Website: www.sodimac.cl
  • Brand Value: $ 4,107 million USD


3.Copec 

Copec is Chile's Leading Fuel Brand.

Copec has been in existence for 78 years and is Chile’s best-known brand of fuel, with an estimated market share of 62 percent. The company leveraged its petrochemical expertise to enter the market for lubricants in 1996, where its market share is estimated to be 40 percent. To enhance the Copec network of 619 fuel stations, the company created a complementary brand called Pronto. Pronto describes three convenience store formats where expanded assortments of general merchandise and food are offered at Copec branded service stations. Copec also operates a chain of 220 small format non-fuel convenience stores under the Punto Copec brand. It was introduced in 2000 and in 2011 saw the most aggressive expansion ever with 38 units added.

 

  • Parent company: Compañía de Petróleos de Chile Copec SA
  • Headquarters: Santiago
  • Industry: Energy
  • Year of foundation: 1934
  • Website: www.copec.cl
  • Brand Value: $ 3,181 million USD

 

4. Banco de Chile 

Banco de Chile is one of the nation's largest full service financial institutions.

Banco de Chile is a commercial bank focused on serving individuals and corporations with traditional banking products and services, it ranks among Chile’s leading consumer lenders and originators of mortgage loans. The bank operates a branch network consisting of 441 locations following the 2011 addition of 25 locations under the banners of Banco de Chile, Banco Edwards-Citi and Banco CrediChile. As part of a plan adopted in 2010, Banco deChile is focused on expanding its branch network in areas outside of Santiago.

Founded in 1893, with the merger of Banco Nacional de Chile, Banco Agricola and Banco de Valparaiso, Banco de Chile became the nation’s largest privately held bank. The bank remained privately controlled through the 1970s when the Chilean government asserted ownership of other Chilean financial institutions. The bank’s long history and record of independence have enabled the brand to associate itself with stability and reliability, attributes that were reinforced in 2002 with the merger of Banco de A. Edwards and again in 2008 with the Banco de Chile and Citibank Chile merger.

 

  • Parent company: Banco de Chile SA
  • Headquarters: Santiago
  • Industry: Financial Institution
  • Year of foundation: 1893
  • Website: www.bancochile.c
  • Brand Value: $ 3,175 million USD

 

5. LAN 

LAN is Chile's top airline.

The LAN brand is instantly recognizable throughout Latin America due to the company’s extensive aircraft fleet, which features a distinctive blue and white color scheme and the signature LAN logo in large letters. The current LAN brand identity was adopted in 2004 and today the company operates a fleet of 150 aircraft that is one of the youngest in Latin America. LAN provides passenger service to 15 cities in Chile as well as to hundreds of destinations throughout the Americas and overseas with direct service and through code share agreements with other carriers and participation in the oneworld alliance since 2000. LAN also operates a cargo business that generates nearly 30 percent of its revenue. The Chilean government established the airline in 1929 as Lan Chile SA. In 1989, LAN began a privatization process that was concluded in 1994. In 2012, LAN finalized a merger with top Brazilian airline TAM SA to create a combined company known as LATAM Airlines Group SA.

  • Parent company: LATAM Airlines Group SA
  • Headquarters: Santiago
  • Industry: Airlines
  • Year of foundation: 1929
  • Website: www.lan.com
  • Brand Value: $ 3,058 million USD

 

6. Líder 

The Lider supermarket brand is owned by Walmart.

Lider operates 76 supermarkets that average 71,000 square feet, as well as 67 smaller format Express Lider stores, which average 17,000 square feet. In early 2009, Wal-Mart Stores, Inc. acquired a controlling interest in the Lider brand’s parent company, Distribución y Servicios D&S SA. The following year D&S changed its name to Walmart Chile SA. Under Walmart’s ownership the Lider brand has placed an increased emphasis on everyday low prices in keeping with the longstanding strategy of its parent company. In addition, growth of the Lider brand has taken a backseat to Walmart Chile’s other food formats, Ekono and SuperBodega a Cuenta, which serve the market in a no frills and limited assortment fashion.

  • Parent company: Walmart Chile SA
  • Headquarters: Santiago, Chile
  • Industry: Retail
  • Year of foundation: 1976
  • Website: www.lider.cl
  • Brand Value: $2,486 million USD

 

7. Almaceres Paris 

Paris is the second largest department store brand in Chile.

Paris operates 40 stores in leading shopping centers. It appeals to shoppers with a differentiated product assortment that includes brands from well known designers complemented by a range of well-established proprietary brands available in key categories such as apparel, home and electronics. To enhance its competitive positioning in recent years, Paris has sought to project a more modern and stylish image that appeals to younger shoppers. Spanish entrepreneur José María Couso established the Paris brand in 1900 with the opening of the Paris Furniture store. In 1950, the name changed to Almacenes Paris and in 2005 the company’s name was shortened to Paris following an acquisition by retail conglomerate Cencosud. The brand will expand its presence to Peru later this year with the opening of its first store outside of Chile.

  • Parent company: Cencosud SA
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 1900
  • Website: www.paris.cl
  • Brand Value: $ 1,262 million USD

 

8.Tottus
Tottus, a network of supermarkets and hypermarkets, was established in Peru in 2002, as part of the Falabella group. In 2004, Falabella acquired in Chile a local supermarket chain and renamed it as Tottus, bringing the brand to Chile. With 49 outlets in Chile and 43 in Peru, the Tottus chain includes different formats – supermarkets, that sell traditional categories of food and personal care product and hypermarkets, that incorporate lines of durable goods, white line, electronics and home ware.
  • Parent company: Falabella
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 2002
  • Website: www.tottus.cl
  • Brand Value: $987 million USD


9. Jumbo 

Jumbo was Chile’s first hypermarket chain.

Jumbo opened its first hypermarket in Santiago in 1976 and three years later opened its second location. The chain was founded by German Horst Paulmann for whom Jumbo would serve as a steppingstone to build parent company Cencosud into what today is one of Latin America’s dominant retail holding companies. Following the addition of new stores, there are now 44 stores operating under the Jumbo brand in Chile, including 16 in the Santiago area. The company operates large format stores that average nearly 89,000 square feet. Cencosud uses the Jumbo brand for some of its hypermarkets outside of Chile, particularly in Argentina. The brand appeals to shoppers through a broad assortment of merchandise offered at low prices with a particular emphasis on private brands that are backed by a double guarantee, which allows dissatisfied customers a choice of a refund or double the quantity of a comparable item.

  • Parent company: Cencosud SA
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 1976
  • Website: www.jumbo.cl
  • Brand Value: $ 932 million USD

 

10.Ripley 

Ripley operates 42 department stores in Chile, selling apparel and household products.

Ripley is one of the major companies within the retail sector in Chile, of its 42 department stores, 17 are in the Santiago area. The company also operates a financial services arm that offers credit cards and other financial services. Brothers Lazaro and Marcelo Calderón founded Ripley, opening their first department store in Santiago in 1956. The brand began expanding outside of Santiago in 1986. Originally focused on serving low-to-middle income customers, Ripley has broadened its appeal to more affluent shoppers during the past 15 years. In 1997, Ripley expanded to Peru where it now operates 22 stores. In 2005, Ripley completed an initial public stock offering and next year it plans to enter Colombia.

  • Parent company: Ripley Corp SA Y Subsidiarias
  • Headquarters: Santiago
  • Industry: Retail
  • Year of foundation: 1956
  • Website: www.ripley.cl
  • Brand Value: $ 763 million USD

 

11. Cristal 

Cristal is the leading brand from Chile’s largest brewer.

The Cristal brand has been a market share leader in Chile for the past 20 years thanks to heavy

and consistent advertising support that positions Cristal as a Chilean brand. It is regarded as the flagship brand of Compañía de Cervecerías Unidas (CCU). The origins of the Cristal brand date back to 1850 when Chile’s first brewery was opened in Valparaíso by don Joaquín Plagemann. It later merged with other brewers and in 1902 became Compañía Cervecerías Unidas SA. In 1992, the company’s shares began trading on the New York Stock Exchange under the acronym CCU.

  • Parent company: Compañía de Cervecerías Unidas
  • Headquarters: Santiago
  • Industry: Beer
  • Year of foundation: 1902
  • Website: www.ccu.cl
  • Brand Value: $ 557 million USD

 

12.Provida
The Pension Fund Administrator Provida (Provida AFP) is the leading manager of pension funds in Chile.
Founded in 1981, the company now operates 71 branches nationwide. The main business of Provida AFP is the management of individual capitalization accounts and the provision of life and disability benefits, such as retirement pensions. In October 2013, the company was acquired by MetLife Inc., from Banco Bilbao Vizcaya Argentaria S.A. (BBVA).
  • Parent company: BBVA Group
  • Headquarters: Santiago
  • Industry: Financial Institutions
  • Year of foundation: 1981
  • Website: www.provida.cl
  • Brand Value: $550 million USD

 

13. Parque Arauco 

Parque Arauco is the third largest shopping mall company in Chile.

Founded 32 years ago, in the last four years the company’s revenues have achieved a huge growth of 73%. Parque Arauco has an ambitious program for internationalization and currently has a portfolio of 30 shopping centers that operate in Chile, Peru and Colombia.

  • Parent company: Parque Arauco
  • Headquarters: Santiago
  • Industry: Shopping Center
  • Year of foundation: 1982
  • Website: www.parquearauco.cl
  • Brand Value: $ 414 million USD


14.BCI 

Bcispecializes in savings & deposits, securities brokerage, asset management and insurance.

The bank enjoys the distinction of being one of the few financial institutions that remained private during Chile’s period of nationalization. Since 1984, Bci has relied on the positioning statement, “We are different.” The bank was founded in 1937 in Santiago and in 1956, opened its first branch in Valparaíso. In 1987 the bank created its first subsidiary, Bancrédito Securities SA Agent; 1999 saw the opening of its first international branch in Miami. Bci’s range of service offerings, and presence throughout Chile with more than 300 offices, has allowed it to remain one of the nation’s most important banks.

  • Parent company: Banco de Crédito e Inversiones
  • Headquarters: Santiago
  • Industry: Financial Institution
  • Year of foundation: 1937
  • Website: www.bci.cl
  • Brand Value: $ 406 million USD


15.Easy

Easy is Chile’s second largest home improvement retailer.

The Easy brand was founded in Argentina in 1993 with the opening of its first home improvement store. The following year saw the brand enter Chile where it now operates 32 stores, compared with 39 Easy stores in Argentina. Easy stores offer roughly 35,000 items. A core aspect of the brand’s value proposition is low prices and Easy offers a “never pay more,” guarantee that gives shoppers a 10 percent discount on comparable items if they find a lower price elsewhere. The Easy brand extended its regional presence beyond Chile and Argentina in 2008 when the first store opened in Colombia. There are now four Easy home improvement stores in Colombia. Easy is among the leading retail brands owned by Cencosud, Chile’s largest retail conglomerate.

  • Parent company: Cencosud SA
  • Headquarters: Santiago, Chile
  • Industry: Retail
  • Year of foundation: 1993
  • Website: www.easy.cl
  • Brand Value: $ 348 million USD