"We saw a huge opportunity": Lepono’s bet on expanding into Uruguay

The Unità Group was born with the vision of becoming a benchmark in technology and solutions for the construction, industrial, and agricultural sectors in Latin America. With exponential growth in recent years, it expanded into key markets such as Brazil, Paraguay, Mexico, and Uruguay, consolidating leading brands under its structure. Among them, Lepono do Brasil, the company that revolutionized the water pump sector with after-sales service that made a difference 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 accelerated growth, and why Uruguay became a strategic point for Unità Group’s expansion. A conversation about business, innovation, and leadership in the sector.

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

I started working at 14. Five years later, just after turning 19, I entered the water pump and sales sector, traveling across Brazil. At 25, I decided to start my own business, already with a deep knowledge of the market and the products, which made my path as an entrepreneur easier.

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

What were the main challenges at the beginning?

Building credibility was a challenge, especially due to prejudice against products manufactured in China. To overcome it, I visited clients personally, door-to-door, showcasing the quality of our products and ensuring excellent after-sales service. We invested in technical support and customer relationships, which allowed us to grow and become the largest importer of domestic water pumps in Brazil.

You are in full expansion mode in Latam. How do you assess the South American market in terms of opportunities and challenges for the sector?

It’s a market with great growth potential, especially in infrastructure and sanitation. However, we face challenges such as diverse regulations, economic instability, and the need for efficient logistics.

For example, Brazil is a competitive market but with a high tax burden. In Argentina, demand is high, but economic volatility demands careful planning before investing. In Uruguay, we found a country that facilitates international operations with a simpler business environment.

What are the next steps for Lepono do Brasil in the region?

Our expansion path is stronger than ever. In Brazil, we aim to consolidate our industrial line, focusing on innovation and efficiency to meet an increasingly demanding market. We are expanding our distribution network, connecting more markets, and ensuring that our products reach our customers faster and with greater quality.

Moreover, we see enormous potential throughout South America. Therefore, we are working on new strategic partnerships 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 aspect?

At Lepono do Brasil, we understand that efficient water use requires concrete solutions. That’s why we continuously invest in technologies that optimize energy consumption and reduce waste, ensuring a positive impact for both our clients and the environment. This year, we will take our innovation further with the launch of new products at major industry fairs, 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, preventing floods in their homes. For us, innovation is not just a goal but a responsibility to the communities and the future of the planet.

You just mentioned that Uruguay has a simpler environment for business expansion.

When we thought about growing in South America, we were looking for more than just a new market: we sought an environment that would help us scale efficiently and sustainably.

In Uruguay, we found exactly that. A simple and predictable regulatory framework provides the security a business needs to operate confidently. 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 would like to share with young entrepreneurs?

Entrepreneurship is a path of resilience and ambition. Throughout my career, I learned that many times you have to keep moving forward even when only you can see the dream. I traveled, worked nights and weekends, because I knew that building something solid required effort and dedication. But it’s not just about hard work: being close to customers, suppliers, and employees, listening to their needs, and offering real solutions is key to growing any business.

To build a forward-looking company, there are values that cannot be compromised: transparency, quality, ethics, and innovation. Moreover, success is not achieved alone. Trusting relationships and a committed team make the difference in the long term.

What led you to set up in Zonamerica?

Zonamerica is a top-level logistics and technology hub in South America, with modern infrastructure and attractive tax benefits. Beyond technical and logistical support, the treatment we received there gave us the confidence to operate with large volumes of goods. 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.