Curacao (retail store)

Services

Curacao sells most of its merchandise on credit, and has opened accounts for over two million private label cardholders. The company's services also include Curacao Travel, Curacao Money Transfer, and Curacao Export.

History

Founding

Curacao began as a consumer-product door-to-door sales company, in Burbank, California. It became popular among the Latino community who did not have access to credit. Salesmen allowed customers to buy their goods by placing a down payment and then returning to the customer's residence to collect payments on a regular basis. This service eventually evolved into Curacao's proprietary credit business.

Expansion

In 1983, La Curacao moved to the Pico-Union district in Los Angeles. In 1995, La Curacao opened its second store in the Panorama City district of the San Fernando Valley inside the Panorama Mall. The Panorama location permanently closed its doors in February 2025 due to the demolition of the mall for future redevelopment. Their stores featured Mesoamerican style decor and child care. In 2012, La Curacao was renamed Curacao, undergoing complete rebranding.

Curacao currently has locations in Los Angeles, South Gate, Huntington Park, San Bernardino, Lynwood, Santa Ana, Chino, Phoenix, Anaheim, Tucson, Las Vegas, Northridge, and Chula Vista.

Legal Issues

In October 2017, The People of California sued Adir International, Inc. (Curacao) and CEO Ron Azarkman for deceptive practices, particularly selling unnecessary insurance products bundled with high-interest financing, targeting low-income and non-English-speaking customers. The lawsuit exposed how Curacao misled consumers about the nature and necessity of these insurance products, often without providing proper documentation, making it difficult for customers to file claims or even realize they had purchased insurance.

In April 2023, the court found Curacao guilty of 318,807 violations of the California Insurance Code, imposing a $7.97 million penalty and issuing a permanent injunction to prevent further deceptive practices. The court cited a deeply entrenched pattern of unethical behavior, designed to maximize profits at the expense of unsuspecting consumers, dating back to January 2014. Attempts by the defendants to argue that many violations fell outside the statute of limitations were rejected due to a pre-trial stipulation that extended the relevant period for claims.

Internal documents and numerous consumer complaints revealed that Curacao's upper management, including Ron Azarkman, were fully aware of and encouraged these deceptive practices. "The internal documents and complaints showcased a deliberate strategy to defraud customers through predatory practices," as noted in the amended complaint. This calculated scheme prioritized profit over consumer rights and well-being, reflecting a blatant disregard for ethical business conduct.

Further complicating their defense, the California Attorney General blocked Curacao from using their insurance from Starr Indemnity to cover legal expenses, citing California Insurance Code § 533.5(b) which forbids coverage in certain consumer protection cases brought by the state. This decision was challenged by Adir in the U.S. Supreme Court, but the case was not heard. The Ninth Circuit Court of Appeals upheld the district court’s decision, affirming that Starr Indemnity had no duty to defend or indemnify Adir under the explicit language of the insurance policy.

Corporate Identity

Curacao underwent a rebranding in 2012, changing its name from "La Curacao" to simply "Curacao" as part of a company-wide transformation initiative. The update included a redesigned logo, modernized store layouts, and refreshed brand messaging aimed at strengthening the retailer’s connection with multicultural and immigrant communities across the Southwestern United States.

Curacao’s branding strategy includes bilingual communication and culturally tailored in-store experiences, such as Mesoamerican-inspired architectural elements and signage in both English and Spanish. Stores are staffed with bilingual employees to assist Spanish-speaking customers, and the company runs advertising campaigns in both languages. These practices are part of the company’s focus on serving working-class Latino families, its core customer demographic.

Curacao integrates retail and financial services, offering products alongside proprietary credit, money transfers, travel booking, and export support. This business model is tailored to provide multiple services in a single location, targeting consumers who may have limited access to traditional banking and retail options. The company's stores are designed to be accessible to first-generation immigrant customers, emphasizing affordability and bilingual support.

The company continues to incorporate these brand principles as it expands and renovates store locations in markets with large immigrant populations. Its presence in locations such as Northridge, California, aligns with its strategy to grow in areas that complement its core demographic.

References

money transfer services

References

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6. LEE ROMNEY. (2000-11-01). "La Curacao a Growing Family". Los Angeles Times.
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20. (2020-10-06). "Curacao, Dick's, and Gold's Gym Planning Northridge Fashion Center Stores".