Casas Bahia is the largest non-food retailer in Brazil, headquartered in Sao Paulo. It promotes luxury goods to lower income groups through innovative installment plans. Founded in 1952, it opened its first store in 1958 and pioneered credit evaluation and delivery/installation services to unlock purchasing power. Criticisms argue it exploits the poor by selling branded goods at inflated prices, but Casas Bahia counters that its terms are generous and it empowers consumers and boosts the economy through active spending. It has grown to over 500 stores with 55,000 employees and $6 billion in revenue in 2007, becoming one of the world's largest retailers.

1. Industry - Retail, Location - Brazil, Head Quarter- Sao PauloCasas BahiaSlogan-Total Dedication to You

2. Introduction – Casas BahiaLargest non-food retail chain in Brazil

3. Promoting luxury goods among lower income groups

4. Innovative installment scheme – unlocked purchasing power

5. Services providing :

6. Credit

7. Delivery &

8. Installation of goods Background 1952 – Samuel started earning by selling blankets, bed linen and bath towels to migrants (directional marketing)

9. Samuel Klein came up with an idea of selling to BoP (1958)

10. Opened his first clothing and furniture store and named it -CasasBahia (Bahia houses)

11. Empire grew further in 1994 (Real plan by Brazilian Govt.)

12. Real plan :

13. Boost to purchasing power of poor