Wella, the hair and nail care and beauty brand, has inaugurated its Distribution Center in Extrema, Brazil, situated in the southern region of Minas Gerais. This facility marks Wella’s third-largest distribution center globally. ID Logistics, a prominent international logistics operator, manages the logistical operations at this new hub.
Following its separation from the Coty Group, Wella Company now oversees its entire supply chain. This move has prompted a collaborative effort with ID Logistics, signaling a new phase for Wella in Brazil.
The site’s location is advantageous due to its proximity to Brazil’s primary consumption hubs. This proximity enhances the national distribution of the Group’s brands across various channels, spanning from wholesale to specialized distributors. These channels encompass beauty salons, perfumeries, pharmacies, and e-commerce platforms.
Nathalie De Gouveia, Chairman of Wella Company in Brazil said, “This year we are celebrating 70 years of business and innovation in Brazil. The opening of Wella Company’s first distribution center in Brazil marks another important milestone in our quest for independence and reflects our commitment to raising the standards of the hair care industry. It is also an opportunity for us to strengthen our presence as a leader in the Brazilian professional market.”
