Pernambucanas abandons the sale of cell phones in its stores amid the growth of the gray market

Pernambucanas, one of the most famous retail chains in Brazil, will stop selling cell phones and smartphones in its stores, according to information released on Wednesday (26) in a report by NeoFeed. The company, also known for offering home items, states that the closure of phone sales will be gradual.

“This move is part of a continuous and broad business strategy, which aims at efficiency and investments in products with higher margins and returns for the company,” according to Pernambucanas. The decision should impact around 400 kiosks and spaces dedicated to the sale of cell phones in its network, which has more than 500 stores.

The network’s new strategy is announced amid the current scenario of the cell phone market in Brazil. Around 25% of devices sold in the country are irregular, according to a survey carried out by the Brazilian Association of the Electrical and Electronic Industry (Abinee). This represented a total of approximately 6.2 million units in 2023.