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At that time, laptops were a novelty in Brazil, largely seen as tools for busy executives. The IBM ThinkPad line, which started making waves internationally in 1992, was yet to become a household name in the country. In contrast, Avel began its journey in a challenging landscape with limited competition from other players, such as Toshiba and Compaq.
Rise of Avel
By 2000, Notebook Century saw growth, leading to a branch opening in Florianópolis. In 2004, the store introduced the Avel brand, initially as a product line and slowly morphing into the company name. However, as the technology landscape started shifting, Avel contended with big names like Dell and HP that began offering direct-to-consumer sales.