The Hangertips brand realized that their products are not just souvenirs with Peruvian motifs and their popular playful llama characters: they have become design products with cultural value, attractive to both tourists and the local public. Thus, for the past few months, they have transformed into Llamitienda x Hangertips, which today has five points of sale.
In its beginnings, recalls César Salvatierra, founder and CEO of La Llamitienda, the brand started with t-shirts that featured cultural motifs or secrets, keychains, and pins. At that time, he mentions, the brand’s customers were between 90% and 95% foreign tourists.
“That has changed a bit. We have added clientele. Currently, half of the people who buy from us do so as repeat customers. 30% or 35% of our tickets are from Peruvian cards,” he mentions.
He also indicates that initially the brand’s products were aimed at boomers and millennials, but that dynamic changed. Therefore, they chose to deploy three brands to segment their customers, including a line oriented to Generation Z.
The three brands they have created are the “Chata” line, linked to emotional fashion, with colors that respond to Generation Z and which includes wallets, accessories, and interchangeable mood pins. There is also the “Muju Alpaca” line, focused on sustainable products for adults, baby alpaca garments, and bracelets with Andean iconography. And finally, the “Tres Llamas” line, a brand for millennials with collections full of humor, aimed at travelers and adventurers. Thus, they plan to consolidate their positioning as a souvenir and design store.
The executive adds that today all products have good turnover, although the star products are tote bags, wallets, sweaters, socks, and keychains.
Currently, with five points of sale, the executive comments that they aim to have more Llamitienda locations, in addition to third-party stores where they grow exclusively. At Jorge Chávez airport, they seek to have a space and at Cusco airport they are present with another strategic partner, who is now opening a concept that is half café and half store.
Within their own stores, Salvatierra explains that they are seeing opportunities on Avenida Larco, in Miraflores, to have a larger store where they can deploy their new concept, aiming for it to be more playful and provide a colorful and interactive experience.
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The brand is negotiating, along those lines, two spaces: one of them in a shopping center, while waiting for more opportunities. The executive indicates that they try to have spaces in tourist places. “Ideally, we would close the year with seven points of sale”, he projects.
Additionally, the company is closing negotiations to export Llamitienda products to two countries. One of these processes will conclude in September, the executive estimates.
The business’s average ticket has increased over time, due to the diversification of categories and the added value they have sought to give the products, standing at S/140 to S/150, according to Salvatierra. Generally, he adds, it is three to four products per transaction.
Will they launch new categories? Although they are already present in several product segments, he points out that they are working on a new category that they believe will be very popular, because it can even be sold outside the store. “It will be launched within a month and a half,” he previews.
Regarding projections, the firm estimates growth of at least 10% this year compared to 2025. “We have customers who, besides seeing them as travel gifts, see our products as a gift for a special day; as a nice detail. It is part of the work we want to do, to position it as a ‘cool’ gift for any occasion,” he mentions.
In fact, Salvatierra emphasizes that they want to be considered a designer store that conveys pride in Peruvian identity expressed in their pieces, characters, and stories. “We want to be seen as a souvenir and design store,” he states.
