Holding Invests in the Platform to Ensure Greater Data Reliability
Bringing the best premium sports products to Brazil — that’s the mission of BRW Group, the holding company behind some of the world’s top brands in sports, toys, fitness, and fashion. Seeking greater reliability and integration of its data, the company has implemented Salesforce, a cloud-based CRM platform. The project was led by Numen, a leading provider of technology solutions.
Headquartered in Greater Curitiba, BRW Group operates a high-tech logistics center spanning over 7,000 m². The network also includes a strategic office in São Paulo and a freezone warehouse in Uruguay. In total, the organization serves more than 15 countries across Latin America. With a team of over 100 employees and 120 sales representatives throughout Brazil, the company has been growing at an average rate of 40% per year, aiming to reach R$500 million in revenue in the coming years.
Given this rapid growth, the company recognized the need to improve data management and control to support better decision-making. Until recently, BRW Group used a proprietary solution, which over time could no longer keep pace with the expansion of its operations.
Faced with this scenario, BRW Group decided it was time to migrate to a CRM system. After researching the market, they chose Salesforce, as explained by Vinicius Rangel, COO of BRW Group: “Considering our exponential growth, we needed a system that would give us visibility and improve integration across our sales channels. Salesforce’s solution aligned perfectly with our goals, and being a market-leading brand gave us even more confidence in our choice,” says Rangel.
After selecting the platform, the company chose Numen to lead the implementation project. “We’ve known Numen’s leadership for a long time and trusted them as the ideal partner for this journey. From the beginning, the team was committed to understanding our needs, and despite the complexity of the work, our expectations were successfully met,” Rangel highlights.
The project was divided into three phases. The first involved implementing Sales Cloud, which laid the foundation for managing sales operations by centralizing information, optimizing decision-making, and increasing productivity. The second phase will include Service Cloud, Marketing Cloud, digital engagement + e-commerce, and AI. The third phase will focus on consolidating Data Science capabilities.
According to Thomas Nakagawa, Head of Salesforce at Numen, the implementation strategy was designed to allow BRW Group to fully leverage the platform’s capabilities: “Sales Cloud supports and sustains the company’s growth by structuring brand, customer, and product management. We also aimed to expand the opportunity, quotation, and order cycle, centralizing and consolidating data within the system. The synergy between teams was also key to the project’s success,” he notes.
With the implementation complete, BRW Group is already seeing significant benefits, including robust data reliability and integration, greater visibility, consolidated history, improved understanding of the sales cycle, and increased team productivity and forecasting accuracy. The company aims to position itself as the most technologically advanced sports retail company in the Brazilian market.
The Sales Cloud implementation is part of BRW Group’s broader effort to build a solid technological foundation for secure growth.
“As we expand our operations, it’s crucial to have a comprehensive view of our current landscape. That’s a key feature Salesforce provides — full visibility into every stage of the sales cycle. All the gains we’ve achieved confirm that we made a strategic choice, and having Numen as a partner throughout the process made all the difference,” concludes Rangel.
