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The entrepreneurs to whom Arturo Elías Ayub told 'You are not inviting me to the business'

2 15 1
09.08.2021

Benjamín Penhos traveled to China to complete an MBA in order to be able to participate more actively in the family business, during this and another business trip he discovered that the sales channel through vending machines or vending machines were not only used for snacks or drinks.

“While in China, in my master's degree, I saw a machine where the students who were in the university could rent books, we could literally rent books in a vending machine. So I thought to see if you can rent books or choose a product in a vending machine, because you can't buy a jacket like you buy a soft drink or like you buy any kind of thing, ”explains Benjamin Penhos in an interview with Entrepreneur in Spanish.

After finishing his studies, he arrived in Mexico with the idea of offering a different experience to the clients of Alysh , the youngest brand in the entrepreneur's family business, whose focus is fashion. However, his first idea was more towards a prize that customers could obtain at the brand's physical points of sale as if it were a “stuffed animal hunting machine”, but instead it would be a “jacket hunting machine”.

“The first thing that occurred to me was to tell my brothers' you know what, I'm going to play like a stuffed animal hunting machine, the kind that have a claw like the Toy Story movie. I'm going to make a machine that hunts stuffed animals, but it hunts jackets, ”he says.

The idea was that the client who wanted to participate or live the experience with "the claw" would take as a gift the product that could be rescued from inside the machine.

Image: Courtesy of Shark Tank México.

Benjamin or Benny as his family and friends call him is part of a four-brother partnership, which encompasses various businesses ranging from an architecture firm to the fashion business, in which they have more than 50 years of........

© Entrepreneur


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