Beto Sicupira had joined Americanas, a leading retailer in Brazil, in 1981. 2021 marked forty years since Sicupira's arrival, and the anniversary prompted him to reflect on what had been accomplished and on where the organization was headed. Americanas' growth strategy was centered around offering an increasing assortment of products and services through a broad range of channels. Was this the right strategy to ensure Americanas' success going forward?