Who We Are

Our History

The company dates back to 1978, when two brothers, Jerry and Ron Azarkman, first established it under the business name West Coast Catalog. Why “Catalog”? Because the business began in 1978 as a door-to-door sales operation, specializing in direct catalog marketing. The Azarkmans’ first fixed location was at the Media Center in Burbank, California. Soon thereafter, Jerry and Ron decided to use the name “Curacao” as the trade name for their retail operation.

In 1982, the company relocated to the Pico-Union District, the cultural and commercial center of the Hispanic community in Los Angeles. The move permitted the company to double or triple its sales each year. Curacao was the first retailer to invent and launch an export operation to serve customers, through various affiliates, in countries throughout Central America and Mexico.

In 1992, Curacao suffered a great loss. Its building and entire inventory were destroyed during the LA Riots. Against all odds, only two weeks after the riots, Curacao re-opened its doors in a nearby location, an achievement owing to the hard work, dedication and commitment of everyone at the company.

In 2012, the company decided to expand its brand to appeal to a new generation of customers, while to continuing to provide its existing customers with the same excellent service and value it has been providing since its beginning. The company adopted a new logo, “Flor,” and shortened its trade name to “Curacao.”

Throughout its existence, the company has prospered due to its determination and commitment to excellence. These qualities have enabled Curacao to expand its operations to include ten major department stores, an outlet store, and a staff of over 2500 associates. The flagship store is located in downtown Los Angeles; there are eight other stores in Southern California, as well as stores in Phoenix and Tucson, Arizona. The company’s headquarters are located directly above the downtown Los Angeles store in the Curacao Business Center.

Curacao has led the competition and continues to be an innovator in the Hispanic market with the introduction of new financial products, an export department, and telephone (Curatel), internet (Pasito), and travel services

  • 1980
    Curacao establishes its first offices in Los Angeles, CA, specializing in door-to-door sales with home delivery. We quickly establish a strong relationship with our Latino community.

  • 1982
    Curacao creates its community assistance program to provide aid to the victims of the El Salvador Earthquake. At this stage, Curacao specializes in small appliances, jewelry, and electronics.

  • 1983
    A rapidly growing company, Curacao moves to 1313 Olympic Boulevard and adds the Furniture Department to its range of products

  • 1984
    Curacao opens its Export Department, offering our customers the unique service of product delivery to their families in El Salvador and Guatemala. Today, Curacao also offers the export service to Mexico, Honduras, and Nicaragua.

  • 1985
    Through our Community Assistance Program, Curacao provides aid to the victims of Mexico’s Earthquake. Our Credit Department is opened, offering innovative credit solutions to our customers.

  • 1988 - 1989
    Curacao Purchases the 1313 W. Olympic Blvd property. True to its pioneering spirit, Curacao establishes the computer department, keeping pace with the emerging computer industry and technology advancements.

  • 1991
    Curacao builds a warehouse which allows us to offer our customers a greater variety and quantity of products.

  • 1992
    Curacao is a casualty of the L.A. Riots. Our store—the only location at the time—is completely destroyed, including our entire inventory. Nevertheless, with our hearts and spirit still intact, we open our doors two weeks later at 1605 W. Olympic Blvd.

  • 1993
    The new Curacao location expands to 25,000 sq. ft. The Service Department opens to help customers with repairs and exchange needs.

  • 1994
    Our Community Assistance Program aids victims of the Northridge Earthquake. The Customer Service Department is created to provide better service to our customers by phone.

  • 1995
    Curacao purchases the building at 1605 W. Olympic Blvd and creates the Curacao Business Center. That year, we open our second location in Panorama City, becoming American’s first Latino department store in a mall. More products—such as cameras, eGames, medium and major appliances—are added to our inventory.

  • 1996
    Curacao expands the Export Department to include Mexico.

  • 1998
    When Hurricane Mitch ravages Central America, Curacao is among the first American companies to arrive in Central America to distribute donations.

  • 1999
    Our Los Angeles store expands to 90, 000 sq. ft. to better serve the local community.

  • 2000
    Curacao’s third location opens in South Gate. With 105, 000 sq. ft. and two floors, this new store reflects the company’s vision of expansion.

  • 2001
    Curacao opens our very own Spanish Internet Service Provider called Pasito.com. Curacao University is inaugurated for the training of our associates. Pollo Campero opens its first location in the United States at Curacao-Los Angeles, with record-breaking crowds.

  • 2002
    Our fourth Curacao location opens in Huntington Park. Curatel Long Distance Service is first offered to the Latino community. Curacao Children’s Foundation is launched, with the goal of improving the quality of life of the children in our communities.

  • 2003
    Curacao launches a loyalty program called Puntos, a points-based incentive program to reward our customers.

  • 2004
    Curacao organizes our first New Year’s Event, providing the community a safe place to celebrate the holidays.

  • 2005
    Curacao continues to expand, opening our fifth location in Lynwood and our sixth in San Bernardino.

  • 2006
    Our Santa Ana store opens, making it a total of seven locations in Southern California.

  • 2007
    Our Chino and Anaheim locations open this year, positioning Curacao as the leader in the Latino market. This year, our first out-of-state location opens in Phoenix, Arizona.

  • 2008
    Recognizing the cultural preferences of our customers, Curacao introduces the Sporting Goods Department, providing a wide variety of soccer products. Our Musical Instrument Department offers popular instruments as well as a selection of traditional instruments from Latin American.

  • 2009
    The 14th Annual Kids Event/Feria de los Niños in Los Angeles, breaks records with over 85,000 attendees. Curacao partners with the American Heart Association to raise awareness for stroke and heart disease. We also support the Children’s Hospital of Los Angeles with on-going fundraisers

  • 2010
    The USC/Curacao Academic Achievement Program, which encourages first-generation Latino high school students to pursue higher education through scholarships and outreach, continues to increase its enrollment. Curacao distributes free turkeys to our local communities for Thanskgiving dinner. In addition, our Exports-Express launches, allowing additional products from our sales floor to be delivered to countries in Latin American

  • 2011
    Curacao’s E-Commerce business takes off to new heights by adding an electronic catalog, increasing product selection, and developing a strong presence in social media.ts

  • 2012
    Curacao opens new Store in Tucson Arizona, re-launches a new image to reflect the changes in demographics in the Latino community.

What are our Goals?

Who We Are

A mainstream department store with a unique celebration of Hispanic culture. A store committed to offering high levels of service, quality merchandise (brands you know and like), and support to the community.

Our Brand Positioning

To position the Curacao brand to a high-end technology mainstream store that is cool,trendy and community service-oriented. It has extremely knowledgeable people and a great selection of quality brands, products and an exclusive proprietary credit, all at a market price and practices.

Our Vision Statement

To become the leader in our market and our customers’ first choice for the goods and services we offer.

Our Mission Statement

We deliver products and services exceeding our customers’ expectations and utilizing the latest advances in technology. We serve our customers, associates, and vendors with honesty, dignity, warmth and sincerity. We are dedicated to the progress of Curacao, its associates and customers through education and opportunity.