Electronics Store La Curacao changes name and drops “La”
Curacao, formerly La Curacao, debuted an extensive store makeover on Friday at it’s flagship store in Los Angeles and a new name which drops the La, among other changes announced during a press conference.
“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.”
The company known for catering to Spanish speakers has to make changes in order to expand, says a New York University professor.
“Latino businesses that want to grow beyond the Latino market must adopt and expand,” Patricio Navia, a political science professor at New York University told the Huffington Post in 2011. “It’s a smart growth strategy.”
Elahe Izadi wrote about the topic in her post “When Names are ‘Americanized’” with regards to individuals.
Founded in 1981, today Curacao is headquartered in Los Angeles with retail locations in California, Arizona and soon Nevada. Curacao isn’t the only company that has recently changed its name to reach more English speakers.
Banco Popular, Puerto Rico’s largest bank decided to focus its efforts on non-Hispanics and switched its name from Banco Popular to Popular Community Bank in some areas.
Curacao executives say they have witnessed shifts within their customer.
“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.”
So, what do you want? What do you think of the name change?
WATCH a video of the Los Angeles press conference announcing the name change:
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