Uruguayan clothing brand Tranquera invested USD 350,000 to open its first store in Paraguay, in the Perseverancia district of Asunción. The company, which blends rural and urban traditions in its products, said it increased production by 35% to serve the new market and stock inventory within the shopping center itself.
Robert Bentancor, who co-founded the brand with his wife Lucía Goday, Tranquera's creator, told the Uruguayan newspaper El País that the decision was driven by demand from Paraguayan customers who already shopped at the Punta del Este store. "We started exploring the market and studying consumer behavior two years ago. When the opportunity at the new shopping center came up, we moved faster," he said.
Regarding pricing policy, Bentancor explained that the values were converted directly to guaraníes. "We charge exactly in guaraníes what our products cost in pesos in Uruguay," he detailed. The company's expectation is to open more units in the country. "We had a very strong start, with sales that exceeded expectations. If things continue this way, we plan to open three or four more stores in Paraguay, especially in other cities across the country," he stated.
Tranquera has 15 stores in Uruguay and now operates its 16th unit in Paraguay. The brand thus adds its presence in Paraguay to a broader regional retail expansion movement, which also includes Brazilian megastore chain Havan's analysis of a potential entry into the local market.