Portuguese 
English 
Spanish 
5 min of reading 
4 comments 
A retail empire that began in a tiny fabric store but grew boldly, a replica of the Statue of Liberty, a facade inspired by the White House, and an owner who became a symbol of the brand itself across Brazil.
From a store of only 45 square meters in Brusque, Santa Catarina, one of the largest retail powers in Brazil was born.
Founded in 1986 by Luciano Hang and Vanderlei de Limas, Havan began selling fabrics and became, over the decades, a symbol of aggressive expansion and striking visual identity in the national market.
The name “Havan” came from the combination of the initials of the two founders: “Ha” from Hang and “Van” from Vanderlei.
-
These living root bridges and ladders are over 700 years old and help indigenous people survive in one of the rainiest regions in the world.
-
From sertanejo star to international investor: Ana Castela invests millions in a mansion in the USA, creates a themed accommodation in Orlando, and shows that the “boiadeira” also wants to grow away from the stage.
-
The 10 most stunning motorhomes in the world: a $3 million trailer with a rooftop nightclub and garage for a Ferrari, “palaces on wheels” with Italian marble, private cinema, and five-star hotel luxury for billionaires.
-
Trump wanted to spend $400 million on the White House, but the courts prohibited the million-dollar construction.
Despite its humble origins, the business garnered attention for opening its doors every day of the week, a rare occurrence at the time.
This strategic decision helped the company quickly gain space in the local market.
Rapid Growth and Bet on Visual Innovation
Just a few years after its inauguration, in 1989, the increase in clientele motivated the move of the store to a new location on the Antônio Heil highway, also in Brusque.
The true turning point, however, would come with Luciano Hang’s trip to the United States in 1994.
Inspired by the grandeur of the White House, he decided to redesign the entire facade of the store with white columns and imposing architecture, giving the business a never-before-seen aesthetic in Brazil.
In 1995, the installation of a replica of the Statue of Liberty in front of the store solidified the brand’s visual identity, which is now one of its main characteristics.
The statue became a symbol of the “free” and entrepreneurial spirit that Hang wanted to associate with Havan.
From Local Store to National Chain
The first Havan branch outside of Brusque opened in Curitiba, Paraná, in 1995.
What started with fabrics soon transformed into a complete department store, selling electronics, appliances, clothing, toys, home goods, and decor.
The expansion of the portfolio was essential for customer loyalty and the brand’s penetration in different regions of the country.
With a futuristic vision, Havan launched its e-commerce operation in 2003, long before many competing chains entered the digital space.
Betting on e-commerce was another step that helped the company expand its reach and modernize its operations.
The Logistics Base Behind the Expansion
Another significant milestone was the construction of a gigantic distribution center in Barra Velha, Santa Catarina, in 2010.
With over 200,000 m² of built area, the space is considered one of the most modern logistics centers in Latin America.
Operating 24 hours a day, it is responsible for supplying all of Havan’s megastores in Brazil.
This robust structure allows the company to maintain a high level of replenishment and logistical efficiency, meeting seasonal demands and sales peaks, such as Black Friday and holidays.
National Reach and Billion-Dollar Revenue
In 2021, Havan celebrated 35 years of history with impressive numbers.
The company achieved a revenue of R$ 13 billion, with 168 megastores spread across 21 states and the Federal District, employing more than 22,000 people.
The expansion continued in the following years.
According to the most recent data, by 2022, the chain reached 174 physical units in 23 states, consolidating its national presence and becoming one of the largest retailers in the country.
The standardization of stores and the replicable visual experience in different regions were fundamental pillars of this achievement.
The Entrepreneur Behind the Showcase
Luciano Hang, the name most associated with Havan, was born in Brusque on October 11, 1962, into a family of textile industry workers.
He graduated in data processing from the Regional University of Blumenau (FURB) and began working as a teenager.
At 17, he joined the Carlos Renaux Textile Factory and, just four years later, acquired the Santa Cruz Weaving Company.
The early entrepreneurial spirit and willingness to take risks were essential elements in his journey.
According to Forbes magazine, in 2023, Hang was listed as the 15th richest businessman in Brazil, with an estimated net worth of US$ 3.2 billion.
In addition to being a businessman, Hang gained prominence for his political stance and strong social media presence, which increased his public exposure — not always without controversies.
Marketing Strategies and Public Image
Havan also draws attention for its bold marketing.
In addition to keeping the Statue of Liberty as a symbol in front of the stores, the company invests in commercials featuring Luciano Hang as the protagonist, using his striking appearance and enthusiastic demeanor as advertising tools.
Hang’s figure has become part of the brand’s identity, something rare in retail, where owners usually maintain a more discreet posture.
This strategy reinforced the public’s identification with Havan, but also generated criticism and boycotts from groups that disagree with the businessman.
Still, the company continues to expand and maintain a high level of loyalty with its audience.
What to Expect from the Future of Havan?
Havan has been signaling new investments in clean energy and ESG (environmental, social, and governance) initiatives, especially following pressures from the market and conscious consumers.
In 2023, the chain announced the installation of solar energy systems in dozens of units as part of its commitment to more sustainable practices.
In addition, the company is studying expanding its international presence and further diversifying its sales channels, including marketplaces and proprietary technology platforms.
An Empire Built with Identity and Boldness
The story of Havan shows how a strategic vision, combined with the courage to innovate, can transform a small business into a national powerhouse.
Luciano Hang’s journey, filled with controversial decisions and bold bets, is a portrait of an entrepreneur who shaped the company in his image — both in architecture and market positioning.
Today, Havan is not just a chain of stores, but a symbol of how Brazilian retail can reinvent itself with its own identity.
And you, do you believe that a strong image of an owner can help or hinder a brand in the long run?
É melhor isto, trabalhar, trabalhar e trabalhar, ou ser um político que não faz nada, ****, passeia e menti????
E, convicto de que não é tem nada de politicagem na minha postagem, apenas um comentário!
Admirável!!!
Está certo, os olhos do dono que engorda o ****, nota dez pro Hang, quanto as suas ideologias isso não interessa para os seus negócios empresariais e comerciais; qualquer oposição nesse sentido, é pura inveja, opinião não se juga, se respeita.