Pernambucanas appoints former GPA CEO Marcelo Pimentel as president

Brazilian retailer Pernambucanas announced a sweeping leadership overhaul. Marcelo Pimentel, former chief executive of GPA and Marisa, will replace Ricardo Doebeli as president and chief executive effective tomorrow. Ernane Abrahão, previously CFO of Grupo Avenida, takes over as chief financial officer, succeeding Maurício Hasson.

The board reshuffle also sees Carlos Henrique Bandeira de Mello, known as “Caique,” move from chairman to board member while long‑time chairman Martin Mitteldorf assumes the chairmanship. The new executive team has been tasked with returning the centenary retailer to profitability by 2028, after a troubled turnaround that left the company with recurring losses and a net working‑capital deficit of R$ 698 million.

The changes follow a 2024 shareholder agreement that re‑balanced power among family and professional blocks and aim to accelerate operational efficiency, omnichannel integration, and financial discipline.