CORPORATE PROFILE
CORPORATE PROFILE
Table of Contents 03 Who are we? 04 Corporate ViSION and MISSION 05 Our Values 06 Retail Division 14 Food and Beverage Division 17 Real Estate Division 24 Corporate Units 28 Foundation
02
WHO ARE WE? Lady Lee Corporation has played an integral role in the economic and commercial development of Honduras in recent decades. Through consistent growth and refinement over 44 years of operations Lady Lee Corporation has become one of the most essential corporate groups in Honduras. During this time, we have established a diverse array of successful companies through our three complimentary business units: Retail Division (Lady Lee stores, Lady Lee Express, Tecno and Apple Store), Real Estate Division (City Mall, Mall Mega Plaza) and the Food Division (Wendy's). Through these brands, we have developed a business group that directly generates more than 2,500 jobs in the community and over 15,000 more indirectly for Honduran citizens across the country. Currently, Lady Lee Corporation is focused on strengthening our portfolio of companies in the Honduran market as well as increasing our international presence in the near future.
03
CORPORATE
VISION Lady Lee Corporation strives to lead the industry in all of our business units, promote economic development in Central America and operate in a socially responsible manner.
MISSION
STATEMENT Lady Lee Corporation provides products and services of the highest quality to a comprehensive range of customers through individually tailored customer service and efficient operations.
04
OUR
VALUES DISCIPLINE
INTEGRITY
OPERATIONAL EXCELLENCE
To show temperance in times of plenty and resilience in the face of adversity.
RESPECT
COMMITMENT
To consistently adhere to the highest ethical and moral standards.
CUSTOMER SERVICE
To deliver premier quality products and services through the most efficient operational policies.
SOLIDARITY
To recognize, appreciate and value the qualities and rights of others.
To always remain true to our mission and goals.
To offer unique and personal services that exceed our customers expectations.
To contribute to the welfare of the less fortunate in our country.
05
RETAIL DIVISION Lady Lee Corporation began as a single store selling stockings and women’s accessories in March 1971 in the city of San Pedro Sula. This was the first Lady Lee store Over time, Lady Lee diversified its product lines and grew to become the number one department store in household items in Honduras and a fixture in the hearts and lives of Hondurans.
Today, Lady Lee has 21 stores, located in major cities throughout the Honduran territory and segmented into six different concepts:
Each Store concept, has specialized products in line with the demographic and socioeconomic profile of consumers with the widest variety of local and international brands, to meet the specific needs of our customers and we are located in the 11 busiest cities in the country with expansion plans to be in the 18 departments of the country.
06
Locations RETAIL DIVISION
Lady Lee • San Pedro Sula • Tegucigalpa • Villanueva • Puerto Cortés • Choloma • Choluteca • El Progreso • La Ceiba • Roatán • Comayagua • Tocoa
Forever 21 • San Pedro Sula • Tegucigalpa
21 STORES
3.9 millIon visiTORs A YEAR
33Km2 IN FLOOR EXHIBITION
07
LADY LEE Today, Lady Lee is our most comprehensive store format featuring all categories of housewares oriented towards socioeconomic segments B1, C1, C2 and C3. We now have 21 stores, located in 11 major cities, with sizes ranging between 3,500 and 5,000 m2 of sales floor. Lady Lee’s primary product categories include appliances, electronics, furniture, appliances, toys, babies, decorations, accessories and seasonal cuisine.
OFFICIAL SITE: www.ladylee.net SOCIAL MEDIA:
/LadyLeeHND
08
LADY LEE EXPRESS Lady Lee Express is a more condensed store format focusing on a C1, C2 , C3 and D segments of the market. There are 12 of these stores located in 11 major cities, ranging from 700 to 1800 m2 in size. The product categories in Lady Lee Express are limited to: electronics, furniture, appliances and more basic products.
OFFICIAL SITE: SOCIAL MEDIA:
/LadyLeeHND
09
FOREVER 21 Forever 21 is a new brand entering the Honduran market but with more than 31 years of success internationally. It’s consistent success is attributable to an aggressive marketing strategy that combines edgy fashion, affordable costs and a unique shopping experience. Forever 21 provides the progressive Honduran consumer with the opportunity to participate in the most current fashion trends from around the world. Both of the initial stores have met with overwhelming success because they offer these forward-thinking consumers a unique freedom of expression. Forever 21 helps drive the day to day the trends by constantly updating their inventory of fun designs, creative clothing, and timeless styles. Each section in the store is built to convey a special "boutique" feel, featuring unique and current fashion styles. This store concept includes the brands: 21MEN ™, Forever 21 Contemporary, Forever 21 + ™, Forever 21 Girls ™, the line of cosmetics Love & Beauty ™, the line of underwear and shoes.
SOCIAL MEDIA:
/Forever21Honduras
www.forever21.com
10
OUR BRANDS All formats of the retail stores division are authorized distributors of the biggest brands in the world for electronics, appliances, furniture, appliances, toys, decorations, sports, cooking, etc.
11
OTHER DISTRIBUTION
CHANNELS WHOLESALE SALES Lady Lee Stores nationally distributes, the full range of brands handled in their stores, serving more than 500 wholesalers in all regions of the country through a specialized wholesale division, serving each customer directly at each point of sale. In addition to direct attention to wholesale customers, we also have wholesale fairs and events throughout the year, in which customers have the opportunity to partake in unique promotions, which prepare them for the summer season, Mothers Day, Children's Day and Christmas.
CORPORATE SALES Lady Lee also has a corporate sales department that caters to the needs of corporate customers with a client base of over 1,000 businesses nationwide with customized pricing structures and plans designed to inspire loyalty and repeat business.
12
OUR
SERVICES
Lady Lee offers gift cards as the perfect solution for those who do not know what to give their loved ones for special occasions, and can be purchased in any denomination at any store nationwide.
To inspire confidence in our products and protect our customers we created our system + Warranty, which allows the purchaser to extend the factory warranty of products by, up to 3 years.
Our Gift Club enables our customers to record the most important events of their lives and create registries for weddings, birthdays, baby showers, graduations or any of life’s many blessings. Members who create a gift registry with us receive a Gift Card with 5% of the total value invoiced.
We have four modern service facilities: two in Tegucigalpa, one in SPS and one in La Ceiba. Each is completely certified and trained by each of our brands, and stocks a wide range of spare parts and personnel to support the needs of our customers.
To facilitate access to all our products, we have our Credilee financing system, which has the best market interest rates and terms up to 36 months.
13
FOOD DIVISION
“
Wendy's has presence in 12 major cities across the country and is characterized for its excellent quality: products, customer service and variety of choices for all socioeconomic segments.
The Food Division was founded in 1991, when Corporation Lady Lee acquired the rights to the famous American franchise Wendy’s, which has more than 6,500 restaurants around the world, opening the first restaurant in the city of San Pedro Sula that same year, then opening additional locations in the largest commercial centers across Honduras.
” 14
WENDY’S Our restaurant chain Wendy's has 26 restaurants located in 11 major cities, it also has 2 kiosks desserts one in San Pedro Sula and another in Tegucigalpa, 3 Wencafe distributed in San Pedro Sula, Cortés and Tegucigalpa; is now well positioned in the minds of Hondurans, as the restaurant serving the best burgers in the country, as these are made with fresh ingredients, which are supplied daily to each restaurant. In addition to its delicious burgers, Wendy's has a varied assortment of salads, breakfast, chicken sandwiches, nachos and a variety of options companions among which stand out the chili, baked potato, salad and unmistakable fries. It also has modern cafes that feature a variety of desserts, cold drinks and hot drinks.
OFFICIAL SITE: www.wendys.hn SOCIAL MEDIA:
/WendysHND
15
LOCATIONS FOOD DIVISION
WENDY’S • San Pedro Sula • Tegucigalpa • Villanueva • Puerto Cortés • Choloma • Choluteca • El Progreso • La Ceiba • Comayagua • Tocoa • Siguatepeque
26
RESTAURANTS
4 millIon visitORs A YEAR
15,000 Km2 IN FLOOR EXHIBITION
16
REAL ESTATE DIVISION
“
8 Shopping centers in seven cities across the country, this division becomes one of the main drivers of the economy of Honduras, to promote local and foreign investment.
”
In 1985 Lady Lee Corporation ventured into real estate through the development of commercial buildings nationwide. In 1992 it began construction of the first shopping center of the country in the city of San Pedro Sula, which opened in 1994 under the format Megaplaza Mall and came to revolutionize shopping and entertainment for the population of Honduras. Since then, the Real Estate Division of Lady Lee Corporation has become the leading developer of shopping centers in Honduras Today, the Real Estate Division consists of 8 Shopping centers in seven cities across the country; this division has become one of the main economic drivers in Honduras by promoting local and foreign investment. This division has 2 formats of shopping centers, aimed at different socioeconomic segments of the population.
17
CITY MALL City Mall is the largest shopping center brand in Honduras. It started operations in San Pedro Sula in 2005 and later expanded to Tegucigalpa in 2012. Due to its diverse mix of shops and services, City Mall has established itself as the premier shopping destination of Honduras. The mall is comprised of an exclusive collection stores selling both local and international clothing, shoes, jewelry, accessories, housewares, sports equipment, glasses and offering a variety of services such as financial centers, pharmacies , gyms, supermarkets, phone companies, restaurants, beauty parlors, modern cinemas and even an amusement park.
OFFICIAL SITE: www.citymall.net SOCIAL MEDIA:
/CitymallHND
18
CITY MALL Currently both malls receive more than 20 million visitors a year making this institution one of the main drivers of the economy. City Mall is also one of the largest contributors in the job market, generating more than 7,000 direct jobs nationwide and more than 20,000 more indirectly. City Mall houses a variety of international brands that are recognized and respected worldwide. Notably included in this collection are; Zara, L Occitane, Bershka, Lacoste, Toms, Claire 's, Nautica, Tommy Hilfiger, Steve Madden, Call It Spring, Columbia, The North Face, Aldo, Kenneth Cole, etc.
19
City Mall SAN PEDRO SULA
City Mall
100 mil M² of construction / 1,500 intelligent parkings / 190 shops
120 mil M² of construction / 1,850 intelligent parkings / 230 shops
TEGUCIGALPA
UPCOMING PROJECT
City Mall
Costa Rica
200 mil M² of construction / 2,300 intelligent parkings / 307 shops
City Mall
Palenque SPS, Honduras
This luxury shopping center will consist 307 shops located on the North Boulevard in the fastest growing sector of the city.
20
MEGAPLAZA Born in the city of San Pedro Sula, in the year 1994 and was the first concept of shopping centers in Honduras. Currently this chain has three locations shopping centers located in the cities of La Ceiba , El Progreso and Roatan. It is characterized by being one of the most successful shopping centers nationwide , and has nice spaces and shops of local and international brands , offering a family atmosphere and entertainment venues for all ages.
OFFICIAL SITE: www.inmobiliariall.com SOCIAL MEDIA:
/MegaplazaHND
21
METROPLAZA Born in the city of San Pedro Sula in the year 1998 and currently has seven shopping centers located in the cities of San Pedro Sula , Villanueva and Tocoa , featuring a variety of stores that address the purchasing needs in cities they are operating , becoming the entertainment destination of the inhabitants. Metroplaza has a variety of local shops, banks, foodcourt and family spaces for the comfort of all visitors, with large anchors of the best brands in the country.
OFFICIAL SITE: www.inmobiliariall.com SOCIAL MEDIA:
/MetroplazaHND
22
LOCATIONS
REAL STATE DIVISION 8
SHOPPING CENTERS
31.2 millIon visitORs A YEAR
CITY MALL • San Pedro Sula • Tegucigalpa
MEGAPLAZA
595 mil Km2 OF CONSTRUCTION
• El Progreso • La Ceiba • Roatán
METROPLAZA • San Pedro Sula • Villanueva • Tocoa
City Mall Credit Card, which provides a permanent discount of 10 % applicable in all stores in the mall, even prices on offer or sale - to promote loyalty among our customers, the card also gives reward points.
23
ADVERTISING AGENCY
CORPORATE
UNITS CEDI
(DISTRIBUTION CENTER)
With an area of 14 thousand square meters and with a shelf of seven levels, it has the capacity to supply all stores nationwide, deliveries to wholesalers and deliveries to customers in all cities of the country, as well as frozen foods required by restaurants.
CONTACT
We have our own in house advertising agency that caters to all of the advertising needs of our numerous brands, as well as supporting our corporate needs. It has creative team of designers and dedicated staff assigned to each business unit.
Lady Lee Corporation has a modern Call Center that performs over 15,000 contacts through phone calls, and has 30 cubicles properly equipped for daily tasks. Its main functions are Customer Service, Telemarketing and collection efforts, which satisfy the specific needs of all our customers.
Within the agency also we have a team of e-marketing , who are responsible for monitoring and maintaining websites and social networks of each brand totaling more than 600,000 fans from all brands of the corporation.
CENTER
24
CELL
TRAINING CENTER OF LADY LEE
Lady Lee recognizes the value of investing in our team, and consequently in 2014 a training program through which all colleagues are trained in their respective roles was developed. This allows the corporation to ensure consistent and quality preparation across the entire organization. This center provides the tools and strategies needed to offer a unique and memorable service to our customers. However, this department not only seeks to provide training for specific job functions, but also encourages professional and personal development of each employee. The goal is to develop professional leaders who perform their duties to the highest ethical and moral standards. The curricula available at the training center are constantly being updated and expanded. At the end of each module, a certificate is awarded to each employee, which accredits him or her as a trained professional in the field. Currently there are two training centers, one in the city of San Pedro Sula and another in Tegucigalpa, both serving over 2500 colleagues.
25 21
CORPORATE RESPONSABILITY Aware of the needs of our population, through Lady Lee Foundation, we worked focusing on the pillars of health, education and childhood. We strongly believe in collaboration of private enterprise and the main forces of the community for a sustainable partnership, which allows the development of each of its members and provide a better future for all. Lady Lee Corporation and its more than 2,500 employees, working with the main objective, social responsibility of each of those involved. We work in all aspects that allow us to improve the quality of life for Hondurans, and focus on the areas of community, environment, public policy, governance, suppliers, marketing and internal public. Thanks to the commitment of employees, in September 2014, we achieved the seal of Socially Responsible Company, awarded by FUNDAHRSE, which highlights companies whose operations are framed CSR principles and respect for the values and rights of individuals. We will continue our work under these schemes and share with you the pride of being a socially responsible company.
26
A
RECICLA DE JE E AL AT
EL USO INDEBIDO DEL PAPEL
AUMENTA LA TALA DE LOS ÁRBOLES
UNA LLAVE GOTEANDO
PIERDE UNOS 50 LITROS DE AGUA AL DÍA.
EL CARTÓN QUE ESTAS POR TIRAR
DESTRUYE NUESTRO MEDIO AMBIENTE
CAMB IO
PE
AM
BIO S
SÚ M
CAM PA Ñ
ENVIRONMENTAL RESPONSABILITY
QU
ND EÑ A G RA S AC C IONES HACEN
C ES
SÚMATE AL CAMBIO
AHORRA PAPEL, IMPRIME LO NECESARIO
UN BOMBILLO ENCENDIDO
Lady Lee Corporation recognizes their responsibility to protect the environment and encourages the responsible use of resources through internal campaigns such as energy conservation and recycling.
INNECESARIAMENTE CONSUME ENERGÍA NECESARIA PARA OTROS
SÚMATE AL CAMBIO
APAGA LA LUZ CUANDO NO LA ESTES UTILIZANDO
SÚMATE AL CAMBIO
CIERRA LA LLAVE CADA VEZ QUE LA USES
EL MAL USO DEL PAPEL
DESTRUYE NUESTRO MEDIO AMBIENTE
SÚMATE AL CAMBIO NO TE EXCEDAS, PIÉNSALO, USA LO NECESARIO Y RECICLA.
SÚMATE AL CAMBIO RECICLEMOS POR UN MEDIO AMBIENTE SANO
EL USO INDEBIDO DE LAS LLAVES PROVOCA DETERIORO DE NUESTROS RECURSOS NATURALES
SÚMATE AL CAMBIO
TODOS PODEMOS AHORRAR AGUA, CADA GOTA CUENTA
27
LADY LEE FOUNDATION In an effort to give, back to our community we established Lady Lee Foundation in 2011. The foundation focuses on the pillars of health, education and the wellbeing of children. We strongly believe that collaboration between private enterprise and the community leads to a sustainable partnership, encourages the most development, and provides a better future for all.
OFFICIAL SITE: www.fundacionladylee.org SOCIAL MEDIA:
/FundacionLadyLeeHND
28
HEALTH Lady Lee Foundation routinely provides medication, equipment, renovations and education to hospitals and health centers across Honduras.
CHILDREN The foundation provides health, education, food, toys, clothing, shoes and other staples to underprivileged children.
EDUCATION Lady Lee Foundation supports educational programs that benefit dozens of schools and thousands of children across the country including the scholarship program RETO.
29
