Brazilian heritage brand Granado is expanding its US retail footprint through an exclusive launch at Nordstrom’s 57th Street flagship in New York and on Nordstrom’s online store. The move marks a strategic step in the company’s long-term global retail plans as it builds awareness with American consumers and aligns its operations with US regulatory standards.
Nordstrom partnership centers on brand heritage and visibility
Granado chose Nordstrom as its retail partner for the launch based on shared values in craftsmanship and storytelling.
“It is the perfect place to introduce Granado to American customers in an environment that celebrates beauty, authenticity, and discovery,” Sissi Freeman, CMO of Granado told CosmeticsDesign, adding that the company’s goal for the first year is to “build awareness, strengthen the brand’s visibility in the US, and ensure strong sell-through by offering a curated assortment that encourages repeat purchases and long-term loyalty.”
The initial lineup features the company’s best-known fragrances and gift sets, which were intentionally chosen to “introduce the essence of the brand as it is, authentic and timeless,” Freeman said, noting that the team wanted the US consumer to authentically experience Granado’s Brazilian heritage.
Manufacturing, sustainability, and regulatory alignment
All Granado products are manufactured in Brazil at the company’s vertically integrated production complex in Japeri, Rio de Janeiro, where the brand maintains full control over quality, safety, and innovation.
Freeman explained that the company maintains a 400,000-square-meter site that includes preserved green areas, renewable-energy solutions, rainwater harvesting, wastewater treatment, and recycling initiatives that support more than 2,200 employees from the local community.
The facilities are “fully compliant with IFRA and MoCRA regulations,” she added, and the company ensures ethical ingredient sourcing and full traceability for its botanicals. This operational model supports the brand’s readiness for US demand, including the holiday period.
In-store execution combines storytelling with education tools
At Nordstrom 57th Street, Granado is featured within Gifting at the Corner with merchandising designed to evoke Rio de Janeiro.
“Our display captures the spirit of Rio de Janeiro with color, elegance, and warmth,” Freeman said, explaining that the company worked with Nordstrom to provide sampling touchpoints and training materials so beauty advisors can share the brand’s history and sensory profile effectively.
Granado is using a unified global pricing architecture to avoid channel conflict across Nordstrom, its direct-to-consumer presence, and future US wholesale partners. “Our pricing strategy remains consistent across all markets to preserve brand equity and ensure harmony between retail, direct-to-consumer, and wholesale channels,” Freeman said.
She added that the brand already operates through a US distribution center and is evaluating retail-specific bundles for future partnerships.
Moving forward, the company sees its Nordstrom debut as the start of a measured nationwide rollout.
“This is just the beginning of our journey in the United States,” Freeman said, and over the next 12 to 24 months, the company plans to expand with retailers aligned to its heritage positioning.
