Have you ever stopped to think about who the Old Man of Havan is? This nickname has become a legend on the Brazilian internet, but few really know the full story of the man behind the brand.

The name Luciano Hang might not say much if you don’t follow retail or social media. But when we talk about the businessman who turned a small fabric store into one of the largest department store chains in Brazil, then it makes sense. This is the Old Man of Havan you see around.

Born on October 11, 1962, in Brusque, Santa Catarina, Luciano Hang grew up in a very different environment from the big cities. The region was strong in the textile industry, and his parents worked in that sector. An interesting thing: he faced dyslexia in childhood and learned to read and write later than usual. Even with this difficulty, he kept studying and later took a course in Data Processing at the Regional University of Blumenau. That opened his mind to technology and management.

The entrepreneurial spirit came early. Even in school, he was already making small sales. At 17, he joined the Carlos Renaux Textile Factory, where his parents worked. But by 21, he had already bought the Santa Cruz Weaving Company. It wasn’t a joke. That experience in the textile sector was fundamental for everything that came afterward.

Havan was founded in 1986 when Luciano Hang teamed up with Vanderlei de Lima to open a fabric store. The name came from combining their names. Over time, Hang bought out his partner’s share and took full control. And then the business really started to evolve. It moved beyond just fabrics and became a department store, selling all kinds of products.

The expansion didn’t happen overnight. In 1989, they moved to a larger headquarters. In 1995, they opened the first branch in Curitiba. They launched e-commerce in 2003. By 2017, the chain already had 100 stores across Brazil. Those stores, with architecture inspired by the White House and replicas of the Statue of Liberty, became a trademark. Today, they sell appliances, fashion, toys, bedding and bath, home decor—you name it.

The financial success was incredible. According to Forbes, Luciano Hang’s fortune reached about 3.2 billion dollars. Putting him among Brazil’s wealthiest entrepreneurs. Most of it comes from Havan itself, but he also has stakes in shopping malls, energy distributors, and media investments.

Now, something curious: Havan has never gone public. In 2021, there was talk of a valuation of 45 billion reais, but the IPO never materialized. Probably his strategy, I imagine.

What really boosted the Old Man of Havan’s popularity was the internet. Starting in 2017, he began appearing more in the company’s campaigns and online videos. The nickname that started somewhat critically turned into pure marketing gold. The guy embraced the business and turned it into an advantage.

In recent years, Luciano Hang also got involved in politics. Explicit support in 2018 and 2022 generated both admirers and critics. That further increased his visibility in public debate.

In the end, his story is a classic example of an entrepreneur who transformed a small regional business into a national giant. Over three decades building Havan into a brand recognized throughout Brazil. Regardless of the controversies surrounding the public figure of the Old Man of Havan, he is one of the most influential in Brazilian retail.