Gentil Negócios

Our History

Our story as Gentil Negócios began in 1959, when Antônio Gentil left the city of Campo Grande, in the hinterland of Rio Grande do Norte, in search of new opportunities in the state capital. With an entrepreneurial vision and a will to learn, he went through different roles in retail until taking the first steps in his entrepreneurial journey.

In the 1980s, his story gained a new chapter with the beginning of the relationship with Grupo Boticário, a partnership that marked the start of our experience in Brazilian franchising. From that moment on, Gentil Franchising began to expand its operations and strengthen its presence in the Northeast region, consolidating a trajectory that made us the largest multi-franchisee in Brazil.

Over the years, we expanded our operations, developed new business fronts, and structured different initiatives, following the company's growth and market transformations. In this process, we also took important steps in the evolution of our management and the construction of a governance model that unites business, family, and society.

1970

Start of the entrepreneurial journey

José Gentil leaves his job to become a minority partner at Camisaria Universitária, starting the family's business journey.

1982

First experience with O Boticário

The commercialization of O Boticário products begins, marking the start of a partnership that would transform the group's history.

1984

First own stores

Opening of the first own stores, consolidating the presence in beauty retail.

1985

Expansion in Rio Grande do Norte

Strengthening of regional presence and growth of the O Boticário operation.

1989

O Boticário distribution

Start of operations as a brand distributor, expanding the scope of business.

1992

Expansion to other states

The operation crosses the borders of Rio Grande do Norte and begins a new phase of growth.

2004

Arrival in Maranhão

Move to São Luís and expansion of regional operations.

2005

Closure of Botton

Business restructuring and focus on new growth opportunities.

2006

Start of operations in São Luís

Consolidation of presence in Maranhão and strengthening of expansion.

2012

First Annual Family Meeting

Important milestone for family governance and alignment of future generations.

2013

Arrival of Swarovski

Portfolio expansion with new brands and segments.

2014

Innovation and diversification

New investments and strengthening of the entrepreneurial culture.

2015

Expansion of the Habib's network

Entry and growth in the food segment.

2016

Business restructuring

Closure of the Habib's operation and strategic redirection.

2017

Operation in Mossoró

Territorial expansion and strengthening of presence in the countryside of the state.

2018

Convergent Activation Program

Advance in the professionalization and integration of family businesses.

2019

Vision and Strategic Planning

Structuring of a new phase of sustainable growth.

2020

Reinvention during the pandemic

Digital transformation, strengthening of e-commerce and adaptation to new market challenges.

2021

New generation takes the lead

Expansion of the third generation's participation in business management.

2022

Governance Consolidation

Strengthening of the management structure, succession, and long-term vision.

Today

Gentil Negócios

A business ecosystem built on entrepreneurship, innovation, governance, and people development, present in different segments and regions of the Northeast.

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