Founder of Arezzo has Parkinson’s and wanted to be less rich – 12/15/2023 – Market

Anderson Birman’s first job was when he was seven years old, selling eggs. But it wasn’t a trivial sale: “Grandma’s warm eggs” were his selling point, announced loudly through the streets of Manhuaçu, in the forest area of ​​Minas Gerais. At an age when children are more concerned with playing than doing math, Birman knew he could win over more customers by saying that the eggs were “grandma’s”, because “it sounded more affectionate”.

What really drove him was the desire to get rich. And it stayed: he created a company that today earns more than R$5 billion a year, is one of the largest manufacturers of shoes, bags and accessories in Latin America, with more than a thousand stores, including its own and franchises, in Brazil and abroad. The Arezzo&Co group. He owns the footwear brands Arezzo, Schutz, Alexandre Birman, Anacapri, Fiever, Alme, Vans, My Shoes, Vicenza and Paris Texas, and also entered the world of fashion, with Reserva and Carol Bassi.

But after becoming rich, Birman realized he didn’t need all that. “If I had 25% of the money I accumulated, it would be enough”, says the businessman in the book “At Every Step – Anderson Birman” (published by Citadel). This is one of the businessman’s apparent contradictions exposed in the 288-page biography, in a statement to journalist Ariane Abdallah.

In addition to some disappointment with the B side of wealth – “Money takes over in conversations, and you start to wonder how much people are with you because of it or because they really want to be” –, Birman talks about the failures involved in creation of Arezzo: the manager who pretended to understand shoe manufacturing, but didn’t know anything; the wooden heel shoe that released the insole after two minutes of use; the sales representative who lied about a large order, which in the end had to be negotiated at cost.

At the same time, it shows how much the company that was born in 1972 in a garage next to the family house, in Belo Horizonte, when Birman was just 18 years old, grew to the point of making an IPO (initial public offering) of R$550 million 39 years later. Today, the market value of Arezzo&Co. is around R$7 billion.

The man who was born Jewish and became a spiritist, adhering to the Kardecist and Umbanda aspects, including as a medium; the almost engineer who became a self-taught shoemaker, teaching the trade to his eldest son; the businessman who went so far as to dismantle the company’s call center, but argues that serving the customer is the main objective of any company. Anderson Birman’s contradictions are in the book, which also opens up space for self-reflection by the executive, who decided to step down from the company’s presidency in 2013, and from the board of directors in 2017.

“I no longer fit into today’s way of managing a company because of behaviors that I now recognize are not appropriate. I swear a lot, I am direct in communication and I don’t use terminologies or corporate techniques that are in fashion today”, he says in work, reporting that his eldest son and successor, Alexandre Birman, caught his attention after he asked an employee if she intended to have children. “My intention was just to find out your plans, since I’m interested in the people who are part of the company”, said the businessman, who says he has always based hiring or business decisions on intuition.

The honesty in talking about weaknesses is worth reading “At Every Step” – especially when you know that most biographies of businesspeople are focused on enhancing their own ego. Birman does not fail to report his achievements at Arezzo, but he is open to sharing failures and, above all, weaknesses.

This is how the reader discovers that, around two years ago, the businessman, now 69, was diagnosed with Parkinson’s. “Since then […] What has drained my energy the most is frustration. I feel helpless in the face of this disease that, little by little, distances me from who I once was. I always had an easy time speaking, but suddenly this became one of the most difficult skills for me. The feeling is that my mind ‘goes blank’, that words are missing, especially when I get nervous. I try to be positive and cultivate the hope that, despite my limitations, I can live a quality life.”

‘Parkinson’s is part of life and makes me look at things in a different way’

The interview with Sheet about the launch of the book, which took place last month, would be granted in person. But the progression of the disease, which causes speech disorders, meant that the answers came in writing, as follows:

Why a biography? Because after recording my memories for four years with no intention of publishing them, I was motivated to share them with the world when I understood that the proceeds from sales could be dedicated to a cause important to me. [as vendas serão destinadas à Casa Transitória Fabiano de Cristo, em São Paulo]. I started recording memories and reflections so as not to let the story get lost in time and for my children and grandchildren to have this material.

What is special about the shoemaker’s job? It is very complex work, full of details, to achieve a final product that is beautiful, safe and comfortable. For me, it became special because it was one that I was able to learn and pass on to my children. It was what allowed us to build the company and everything that came with it.

It’s been 10 years since you left Arezzo. Why did you leave so early? Because I understood that my son Alexandre, who grew up within the business, was the right person to run the company from a certain point onwards. We worked on the topic of succession in advance, with the support of consultants, so we understood the importance of the founder maintaining his mentality as part of the company, but without becoming attached to management. The fact that he is younger and has an innovative vision made Alexandre an excellent manager. The company changed, the context became different, very different from that at the beginning.

How much do you miss being in the day-to-day running of the company? In the beginning, I really missed it. I liked the intensity of the work, the fast pace, the dynamics, making decisions. Over time, I started creating new habits, a new routine, which is also good for me. I have regular sessions with Professor Bologna [José Ernesto Bolonha, psicólogo organizacional], I take English classes and practice physical activity. I usually dedicate the mornings to my personal care, and in the afternoon, I go to the office.

You have five children, from two marriages. What was it like deciding on the succession process? It was natural because Alexandre, who is also the firstborn, has always participated in the company, he was conquering his professional space with his own work.

Why divide your assets between your children during your lifetime? To be done in a healthy way, with the participation of everyone involved in the discussions. The legacy belongs to my children, they are the ones who will continue what I started.

The Brazilian market was shaken by the Americanas scandal, which sparked several discussions about company governance. How much did you influence this type of issue, to guarantee the sustainability of Arezzo? I have always valued good governance and sought the support of experts for this. Even before we went public, I was already concerned about keeping the company’s accounts organized in a clear and simple way. With the IPO, this requirement intensified, which I thought was excellent. Today, my role is much more of guidance. I do not participate in management directly, but on the most relevant issues, Alexandre seeks me out and I contribute my experience and vision.

What was it like discovering Parkinson? How much did this shake you? It was hard, because I was always very active, communicative, independent. But I understand that it is part of life and it is giving me the opportunity to look at things in a different way and to be grateful for everything I have achieved so far.

What have been Anderson Birman’s best and worst moves so far? The best things were raising my children and my company, which today go hand in hand. Perhaps the worst part was focusing on accumulating so much in the material world, without knowing that, over time, this would no longer bring me as much satisfaction.

His first business was selling eggs, when he was 7 years old. What do you think boy Anderson would say to you today? Trust your intuition and accomplish whatever you want and feel capable of. And don’t forget to take care of your health, body and mind, and your relationships with the people you love.

X-RAY – ANDERSON BIRMAN, 69

In 1972, he founded one of the largest manufacturers of shoes, bags and accessories in Latin America, Arezzo. There are more than a thousand stores, including company-owned and franchises, in Brazil and abroad. The Arezzo&Co group. He owns the footwear brands Arezzo, Schutz, Alexandre Birman, Anacapri, Fiever, Alme, Vans, My Shoes, Vicenza and Paris Texas, and also entered the world of fashion, with Reserva and Carol Bassi.