LOS ANGELES, Calif. (April 19, 2006)
– Liverpool, one of Mexico’s most prestigious and respected department store chains, is coming to the U.S. – to provide a business service for Mexicans here, but also to assist Mexican families in Los Angeles who need it the most.
The 159-year-old Mexican institution is launching a new service enabling Mexicans living in Los Angeles to purchase high-quality merchandise for their friends and relatives in Mexico by phone or the Internet.
Liverpool is also launching a long-term partnership with Padres Contra El Cáncer, an L.A.-based nonprofit organization committed to improving the quality of life for Latino children with cancer and their families.
“We’re providing a new service, Liverpool Entrega Directa, to enable Mexicans living in Los Angeles to stay connected to their families and friends in Mexico, but we also wanted to do more for the Hispanic community here,” said Ignacio Aguiriano, manager of Liverpool Entrega Directa. “When we learned about the tremendous work that Padres Contra El Cáncer is doing for Hispanic children and their families, we knew this organization was a perfect non-profit partner for us.”
The long-term relationship between Liverpool and Padres Contra El Cáncer (Padres), as well as Liverpool’s new service, Liverpool Entrega Directa, were kicked off at an evening event at The Dorothy Chandler Pavilion in downtown L.A. The event was emceed by Univision star and TV show personality Fernando Del Rincon and attended by approximately 150 Hispanic business, political and community leaders, as well as entertainment personalities.
Prior to the event, Rincon and Aguiriano visited some children and their families being served by Padres at the Childrens Hospital Los Angeles (CHLA).
“It is an honor for me to be involved with Liverpool Entrega Directa and their relationship with Padres,” Rincon said. “It is difficult enough for families to cope with having a child with cancer, but when you think about families who are new to the U.S., you can imagine the additional challenges they face. During our visit to the hospital, I was truly inspired by the courage of the children and the vital work that is being conducted by Padres.”
At the April 19 event, Liverpool announced an immediate donation of $15,000 to Padres, as well as its intent to provide ongoing support to the nonprofit organization. This support will include promoting the organization’s “Hope for Life” wristband campaign on Liverpool Entrega Directa’s Web site, www.liverpoolentregadirecta.com, and helping publicize the organization through Liverpool Entrega Directa promotional marketing activities.
“We are committed to not only providing funds to Padres but also to spreading the word,” Aguiriano said. “More people need to know about the valuable work that this organization is doing and contribute to the cause.”
Padres brings together children, families, healthcare professionals and community leaders to promote a comprehensive understanding of childhood cancer and other blood disorders, as well as effective methods for their treatment. For more than 20 years, Padres has worked in close cooperation with CHLA, it primary medical partner and the largest center for the treatment of childhood cancer in the U.S.
More than 70 percent of all children undergoing treatment for cancer and other blood disorders at CHLA are Latino, but Padres is committed to serving childhood cancer patients of all races and ethnic origins. No family is turned away.
“Liverpool’s support of Padres is a direct reflection of its commitment to the Mexican community,” said Michael Velázquez, CEO of Padres. “We are extremely proud to be part of Liverpool Entrega Directa’s launch and are confident that our families will find this service beneficial, especially since many have family in Mexico and are familiar with Liverpool’s outstanding reputation.”
The April 19 event, themed “Celebrate Pink,” was also an occasion for Liverpool to announce its new service for the Mexican community in L.A. Through Liverpool Entrega Directa (direct delivery), Mexicans living in the L.A. area (or anywhere in the U.S.) can purchase a broad range of products, including appliances, furniture and electronics, online at www.liverpoolentregadirecta.com or by calling 1-866-569-3011. The merchandise will be delivered to their families’ doorsteps in Mexico. The event’s pink theme pays tribute to Liverpool’s signature pink color.
Liverpool’s sister department store, Fabricas de Francia, is also participating in Liverpool Entrega Directa. There are a combined 57 Liverpool and Fabricas de Francia stores serving 46 percent of the total Mexican population, and the department store chain is continually expanding. This store network, supported by an extensive delivery system, will ensure that merchandise ordered through Liverpool Entrega Directa can be delivered throughout Mexico.
“We are giving Mexicans in the U.S. another option to just sending money to their relatives in Mexico,” Aguiriano said. “Giving their loved ones high-quality merchandise from Liverpool is a tremendous way to express their love and gratitude. We think of Liverpool Entrega Directa as helping to build a bridge between Mexico and the United States.”
Liverpool Entrega Directa offers distinct advantages in terms of convenience, flexibility, lower delivery costs and guaranteed delivery dates.
Liverpool Entrega Directa will be promoted in L.A. through media advertising, direct mail, events and community activities. Future plans are to expand the marketing promotions into additional U.S. cities with strong Mexican populations.
Aguiriano said Liverpool is thrilled that Rincon is participating in the launch of the new service. “Fernando Del Rincon represents the essence of Liverpool Entrega Directa,” Aguiriano explained. “He is a Mexican living in the United States who stays in close contact with his family and friends in Mexico. It is also very important to him to maintain ties to his culture and roots.”
Born in Yautepec, Morelos, Mexico, Rincon started his career in communications at the age of 16. He’s currently on the air six days a week as the host of Univision’s most successful investigative reporting/news magazine show “Primer Impacto,” which airs Monday through Friday at 5 p.m. He is also host of “Ver para Creer” (Ripley’s Believe it or not), which airs Sundays at 10 p.m.
Rincon, a journalist turned TV host, is also considered one of Mexico’s most respected political analysts. Among his many high-profile journalist assignments, he supervised the local newscast for Televisa Monterrey and has collaborated extensively with the prestigious political magazine Reforma. He has hosted and produced important pieces on numerous international personalities.
El Puerto de Liverpool, S.A. de C.V., was founded in 1847 by a young visionary named Jean-Baptiste Ebrard who sold clothing on the streets of Mexico City from a trunk and called his fledgling operation the Port of Liverpool.
Liverpool was only one store (located in Mexico City) until the early 1960’s when it began to slowly expand with an additional store in Insurgentes, Mexico City. In 1965, Liverpool joined the Mexican Stock Exchange and embarked on aggressive expansion plans. In 1988, Liverpool acquired the Fabricas de Francia department store chain, thus extending its presence into a greater number of cities across Mexico. During the past two decades, Liverpool has maintained its aggressive expansion strategy by building new storefronts, acquiring a number of existing chains and also by developing and managing shopping centers.
Today, Liverpool is the leading department store chain in Mexico with 57 stores across the country, management of seven shopping centers, and more than 25,000 total employees. Liverpool is the third largest issuer of credit cards in Mexico. Total sales for Liverpool and Fabricas de Francia in 2005 was $3 billion.
Click here to see pictures
from the event.