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
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.
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.
A rapidly growing company, Curacao moves to 1313 Olympic Boulevard
and adds the Furniture Department to its range of products
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.
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.
Curacao builds a warehouse which allows us to offer our customers
a greater variety and quantity of products.
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
The new Curacao location expands to 25,000 sq. ft. The Service
Department opens to help customers with repairs and exchange
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.
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.
Curacao expands the Export Department to include Mexico.
When Hurricane Mitch ravages Central America, Curacao is among
the first American companies to arrive in Central America to
Our Los Angeles store expands to 90, 000 sq. ft. to better serve
the local community.
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.
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
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.
Curacao launches a loyalty program called Puntos, a points-based
incentive program to reward our customers.
Curacao organizes our first New Year’s Event, providing the
community a safe place to celebrate the holidays.
Curacao continues to expand, opening our fifth location in Lynwood
and our sixth in San Bernardino.
Our Santa Ana store opens, making it a total of seven locations
in Southern California.
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.
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.
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
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
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
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.