La Curacao is its own kind of corporation. We do not
model ourselves after other retailers; rather, we create our own
standards and thereby remain unique. Like our penguin mascots,
we have found our own place in the world in which to thrive.
Latinos are the fastest growing demographic group in the
United States, with the highest concentration being in Southern
California. For the last decade, Los Angeles has been home to
the third-largest Hispanic population in the world – seven
million people, with a buying power of $66 billion each
year. It is no coincidence
that La Curacao has grown as well. In the years since our
recovery from the 1992 riots, the company has expanded many
times over to include new stores and warehouses, offer new
services beyond retail
sales, and become the most trusted name within our market.
only gains momentum with each passing year, with plans for the
near future to enter Hispanic markets in new cities. The key to
our continuing success, however, as it has been in the past, is
the caliber of our associates
Our philosophy regarding employment is to “hire for attitude,
train for skill.” When hiring, we look for certain qualities in
an applicant’s nature – enthusiasm, ambition, and friendliness.
The purpose of our Associate Training
Center, then, is to teach employees to utilize those qualities
in the business world.
takes many steps to keep our staff motivated. For example, an
annual company trip to
employees who achieve certain sales goals. In our Continuous
Quality Improvement program, we commission outside parties to
evaluate each of our stores based on a number of factors. The
store with the best overall rating is commended with our store
recognition trophy, a high honor within the
La Curacao family.
Our associates are also driven by their own career aspirations,
as we offer many
La Curacao’s corporate offices are in
the Pico-Union district, occupying the same building as our
oldest store. This building is the
a pair of towers with ten floors each and half a million
square feet of executive office space. The center is an ideal
workspace for any company interested in working with the Latino