Curacao repositions to attract The New Latino.

Curacao in Southern California and Phoenix, formerly La Curacao, debuted its top to bottom, inside and out transformation repositioning itself for future growth. Shoppers are also being pleasantly surprised with the retailer’s complete makeover. Curacao cites the change in demographics and evolution of Latino shoppers as the principal reasons for the total revamp, its fresh new image and 360 shopping experience. The flagship store in the heart of Los Angeles was buzzing when Curacao executives pulled the ceremonial ropes to unveil the company’s new logo before taking guests and shoppers on a tour of the renovated store.

“Today’s shopper is different,” says Jerry Azarkman, Chief Marketing Officer. “There have been significant cultural and demographic shifts within the Hispanic community, and also in the neighborhoods surrounding our stores.”

“Latinos are breaking the mold and we’ve seen first-hand the evolution of our customer,” says Ron Azarkman, Curacao Chief Executive Officer. “Our Hispanic consumer market is certainly growing, but it is also evolving and we are committed to keeping in step with them to give them what they want.”

“We continuously strive to better serve our customers,” says Rick Hutton, Curacao President. “Our shoppers are tech savvy and are big consumers of electronics, so we are making sure we are prepared to meet their needs.”