Have you ever stopped to think about who the Old Man of Havan is? This nickname has become almost a part of Brazilian pop culture, but not everyone knows the full story of Luciano Hang, the businessman behind one of the largest retail empires in the country.

It all started in Brusque, Santa Catarina, in 1962. Hang grew up in an environment fully connected to work and the textile industry, but faced challenges along the way. He had dyslexia, which made his early school years quite difficult. He learned to read and write later than most, but that never stopped him from moving forward. Later, he studied Data Processing at the Regional University of Blumenau, which ultimately opened his mind to technology and management.

The entrepreneurial spirit appeared early. At 17, he joined the Carlos Renaux Textile Factory, where his parents worked. By 21, he had already bought the Santa Cruz Weaving Company. This experience in the textile sector was fundamental for what was to come.

In 1986, together with Vanderlei de Lima, Hang opened a small fabric store. The name Havan came from combining their names. As the business grew, he bought out his partner’s stake and took full control of the company. The model evolved quickly: from focusing on fabrics to becoming a department store offering everything.

The expansion was gradual but steady. In 1989, they moved to a larger headquarters. 1995 marked the opening of the first branch in Curitiba. In 2003, they launched their e-commerce platform. By 2017, there were already 100 stores across Brazil. The iconic look of the stores, inspired by the White House with replicas of the Statue of Liberty, became a trademark of the chain.

The Old Man of Havan really became famous starting in 2017, when he began appearing more in the company’s campaigns and online videos. The nickname emerged somewhat critically on the internet, but Hang knew how to turn it into an incredibly effective marketing strategy. Today, the Old Man of Havan is practically synonymous with the brand.

In terms of wealth, Luciano Hang’s fortune reached around US$ 3.2 billion according to Forbes estimates, placing him among Brazil’s wealthiest entrepreneurs. Most of it comes from Havan, but he also has stakes in shopping centers, energy distributors, and media investments.

Despite its size, Havan has not yet gone public on B3. There were moments when Hang considered an IPO. In 2021, estimates pointed to a valuation close to R$ 45 billion, but the stock market launch was postponed for strategic reasons.

In recent years, the Old Man of Havan has also gained prominence for his political stance, especially during the 2018 and 2022 presidential elections. This further increased his visibility in Brazilian public debate and generated both support and criticism.

Luciano Hang’s journey shows how an entrepreneur can transform a small regional business into a truly national retail chain. More than three decades later, the Old Man of Havan built a brand recognized throughout Brazil, not only for its expansion strategy but also for the unique visual identity that the stores carry. Regardless of the controversies surrounding his public figure, he has established himself as one of the most influential entrepreneurs in Brazilian retail.