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A retail empire that began in a tiny fabric store but grew with boldness, a replica of the Statue of Liberty, a facade inspired by the White House and an owner who became a symbol of the brand throughout Brazil.
From a store of just 45 square meters in Brusque, Santa Catarina, one of the biggest powers in Brazilian retail was born.
Founded in 1986 by Luciano Hang and Vanderlei de Limas, Havan started out selling fabrics and over the decades became a symbol of aggressive expansion and striking visual identity in national commerce.
The name “Havan” came from the union of the initials of the two founders: “Ha” for Hang and “Van” for Vanderlei.
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Despite its simple origins, the business attracted attention for opening its doors every day of the week, something rare at the time.
This strategic decision helped the company quickly gain space in the local market.
Rapid growth and investment in visual innovation
A few years after opening, in 1989, the increase in customers led to the store moving to a new location on the Antônio Heil highway, also in Brusque.
The real 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 store facade with white columns and imposing architecture, giving the business an aesthetic that was unprecedented in Brazil.
In 1995, the installation of a replica of the Statue of Liberty in front of the store consolidated the brand's visual identity, which today is 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 Brusque was opened in Curitiba, Paraná, in 1995.
What started with fabrics soon turned into a full-fledged department store, selling electronics, appliances, clothing, toys, home items and decor.
Expanding the portfolio was essential for building consumer loyalty and brand penetration in different regions of the country.
With a futuristic vision, Havan launched its e-commerce operation in 2003, long before many competing networks entered the digital environment.
Investing in e-commerce was another step that helped the company to expand your reach and modernize your operation.
The logistical basis behind the expansion
Another significant milestone was the construction of the gigantic distribution center in Barra Velha, Santa Catarina, in 2010.
With over 200 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.
The robust structure allows the company to maintain a high level of replenishment and logistics efficiency, meeting seasonal demands and sales peaks, such as Black Friday and commemorative dates.
National reach and billion-dollar revenue
In 2021, Havan celebrated 35 years of history with impressive numbers.
The company achieved revenues of R$13 billion, with 168 megastores spread across 21 states and the Federal District., employing more than 22 thousand people.
The expansion continued in the following years.
According to the latest data, by 2022, the network 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 businessman behind the window
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 started working while still a teenager.
At the age of 17, he joined the Carlos Renaux Textile Factory and, just four years later, acquired Tecelagem Santa Cruz.
His early entrepreneurial spirit and willingness to take risks were essential elements in his career..
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 his strong presence on social media, which increased his public exposure — not always without controversy.
Marketing and public image strategies
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 that have Luciano Hang as the protagonist, using his striking look and enthusiastic manner as advertising tools.
Hang's figure has become part of the brand's identity, something rare in retail, where owners generally maintain a more discreet stance.
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 degree of loyalty with its audience.
What to expect from Havan's future?
Havan has been signaling new investments in clean energy and ESG (environmental, social and governance) initiatives, especially after pressure 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 operations and further diversifying its sales channels., including marketplaces and proprietary technology platforms.
An empire built with identity and boldness
Havan's story shows how a strategic vision, combined with the courage to innovate, can transform a small business into a national powerhouse.
Luciano Hang's career, full of controversial decisions and bold bets, is the portrait of an entrepreneur who shaped the company in his image — both in architecture and in 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 an owner's strong image can help or hinder a brand in the long term?
Work work work
That's right, the eyes of the owner who fattens the ****, a ten out of ten for Hang, as for his ideologies, that doesn't matter for his business and commercial affairs; any opposition in this sense is pure envy, opinion is not judged, it is respected.
Admirable!!!