“We saw a huge opportunity”: Lepono’s commitment to expansion in Uruguay

The Unità Group was founded with the vision of becoming a leader in technology and solutions for the construction, industrial, and agricultural sectors in Latin America. With exponential growth in recent years, it has expanded into key markets such as Brazil, Paraguay, Mexico, and Uruguay, consolidating leading brands under its umbrella. Among them isLepono do Brasil, the company that revolutionized the motor pump sector with after-sales service that set it apart in the region.

In this interview, Claudinei Lange, CEO of Lepono, reveals how he turned a challenge into a success story, the secrets behind the brand’s rapid growth, and why Uruguay became a strategic hub for the Unità Group’s expansion. A conversation about business, innovation, and leadership in the industry.

Claudinei, tell me a little about your background and what led you to the business world.

I started working when I was 14. Five years later, just after turning 19, I joined the motor pump and sales division, traveling all over Brazil. At age 25, I decided to start my own business, by which time I had gained a deep understanding of the market and the products, which made my path as an entrepreneur much easier.

From my very first year as an entrepreneur, I realized that Lepono was already an internationally established brand, with a presence in more than 150 countries. In 2012, I visited the factory in China and confirmed the brand’s potential—not only because of the quality of its products, but also because of the variety and strong support it offered, which would allow us to compete in a highly demanding market.

What were the main challenges in the early days?

Building credibility was a challenge, especially given the prejudice against products made in China. To overcome this, I visited customers in person, going door to door, to demonstrate the quality of our products and guarantee excellent after-sales service. We invested in technical support and customer relations, which enabled us to grow into the largest importer of domestic motor pumps in Brazil.

You are currently expanding throughout Latin America. How would you assess the South American market in terms of opportunities and challenges for the sector?

It is a market with significant growth potential, particularly in infrastructure and sanitation. However, we face challenges such as varying regulations, economic instability, and the need for efficient logistics.

Let me give you an example: Brazil has a competitive market, but a high tax burden. In Argentina, demand is high, but economic volatility requires careful planning before investing. In Uruguay, we find a country that facilitates international operations with a simpler business environment.

What are Lepono do Brasil's next steps in the region?

Our expansion is on track more than ever. In Brazil, we aim to strengthen our industrial operations by focusing on innovation and efficiency to meet increasingly demanding market needs. We are expanding our distribution network, reaching more markets, and ensuring that our products reach our customers faster and with higher quality.

In addition, we see enormous potential throughout South America. That is why we are working on new strategic partnerships that will allow us to strengthen our regional presence and offer increasingly competitive solutions.

Efficient water management is a global challenge. What is Lepono do Brasil doing to improve in this area?

At Lepono do Brasil, we understand that efficient water use is a challenge that requires concrete solutions. That is why we continuously invest in technologies that optimize energy consumption and reduce waste, ensuring a positive impact for both our customers and the environment. This year, we will take our innovation a step further with the launch of new products at the industry’s leading trade shows, reaffirming our commitment to sustainability.

A clear example is our latest project in Rio Grande do Sul, Brazil, which will benefit 180,000 people by pumping 45 million liters of water, thereby preventing flooding in their homes. For us, innovation is not just a goal, but a responsibility we have toward communities and the future of the planet.

You just mentioned that Uruguay offers a simpler environment for expanding your business.

When we think about expanding into South America, we’re looking for more than just a new market: we’re looking for an environment that will help us scale efficiently and sustainably.

In Uruguay, we find exactly that. A simple and predictable regulatory framework gives us the certainty that businesses need to operate with confidence. A strategic location in the region, reliable infrastructure, and a stable economy make logistics and international operations much smoother.

Throughout your career, what lessons have you learned that you’d like to share with younger entrepreneurs?

Entrepreneurship is a journey of resilience and ambition. Throughout my career, I’ve learned that you often have to keep moving forward even when you’re the only one who believes in your dream. I traveled and worked nights and weekends because I knew that building something solid required effort and dedication. But it’s not just about hard work: staying close to customers, suppliers, and employees, listening to their needs, and offering real solutions is key to growing any business.

To build a forward-thinking company, there are certain values that are non-negotiable: transparency, quality, ethics, and innovation. Furthermore, success cannot be achieved alone. Trust-based relationships and a committed team make all the difference in the long run.

What made you decide to set up shop in Zonamerica?

Zonamerica is a world-class logistics and technology hub in South America, featuring modern infrastructure and attractive tax incentives. In addition to technical and logistical support, the treatment we received there gave us the confidence needed to handle large volumes of merchandise. We want to consolidate our presence in Latin America and strengthen the Unità Group in the region. With the recent licensing of the Stanley and Black & Decker brands, we plan to expand into other South American countries, with Uruguay as a key partner.