Corporación El Rosado, is the result of the effort and work of the Czarninski family, owner of different businesses such as supermarkets, shopping centers, cinemas, restaurants, toy stores, clothing stores, radio, among others, whose main quality is not having given up before the obstacles.

Its beginnings date back to a time when World War II was taking place; Nazi persecution caused Jewish migration to various countries, including Ecuador. On November 25, 1936, Alfredo Czarninski, at the age of 19, arrived on the ship Reina del Pacífico at the port of La Libertad, to later travel to Guayaquil, the city where years later the Salón Rosado would be born.

“After a series of events, thanks to a loan he made, my father bought the premises of a failed salon. He himself had to fix the old wooden chairs and tables and painted them the characteristic pink color, which gave the place its name”, recalls Johnny Czarninski about the origins of the company in July 1937.

"The main characteristic of the Salón Rosado was the personalized attention of the young Alfredo, who talked and was interested in each of his clients, it did not matter if he was a well-known personality of the city or an advanced intellectual with no money," adds Czarninski, from Guayaquil. , whose origins come from Germany.

The Pink Room was also visited by US soldiers and sailors who came to Guayaquil from the Salinas base. It was then, that as a good self-taught Alfredo Czarninski learned English. Among the public were also owners of the written press, such as Ismael Pérez Castro, owner of the newspaper El Universo, with whom Don Alfredo forged a close friendship that lasted over the years.

Later, the Salón Rosado began to import luxury items from various brands, including Perugina, an Italian ceramics manufacturer, chocolates, among others, which quickly became the most desired in the market. Some time later, the Czarninski family acquired a plot of land diagonal to the Salón Rosado on October 9, 729 and Boyacá, built a building, leased the four floors to pay the mortgage, and opened Importadora El Rosado on the ground floor. Later, Alfredo Czarninski discovered, thanks to a magazine that came into his hands from the United States, supermarkets with their self-service system, which caught his attention and he replicated it locally.

Johnny Czarninski relates an exciting anecdote related to the diary. “On October 29, 1956, when I had just turned nine, the Sinai War broke out between Israel and Egypt. At that time there was no television, you could not listen to the radio from abroad and we could even read the international news only the next day, either in the newspaper El Telégrafo or in the newspaper El Universo, the published news was already about 48 hours old. have happened

For my parents, the news of a war in which the small, recently independent and militarily very weak State of Israel was participating was very worrying, but I remember as if it were today, that thanks to my father's great friendship with the Perez Castro family , they allowed us to enter the newsrooms of El Universo.

We lived on 9 de Octubre and Boyacá, one block from the newspaper. Therefore, several times a day, during the night and early morning, my father and I went to El Universo, we went up to the second floor, where the news arrived and the editors were preparing the next edition of the newspaper. In that great hall we found out the news of the war that were arriving. At that time there was a machine similar to the fax that impressed me a lot, first you could see only stripes but little by little images appeared, they were the international photos that arrived to be published the next day”.

Other locations emerge

In 1965, a supermarket in Urdesa went bankrupt and was acquired by Czarninski, who also bought land to build a third supermarket in the Barrio del Centenario, on Rosendo Avilés and Boyacá streets.

In 1975 he leased a small premises from the Yerovi family on Roca y Rocafuerte and named it Mi Comisariato. At the beginning, it was established as a business to serve large companies whose employees received a membership card that at one point became a status symbol and that today most Ecuadorians carry.

Currently, Corporación El Rosado has more than 300 stores nationwide and is run by Johnny Czarninski and his sons Gad and Yael. The brands continue to grow and today on the radar of consumers are among others: Mi Comisariato, Hipermarket, Mi Juguetería, Ferrisariato, Rio Store, Mini, Mi Panadería, Baby Center, Metropolis, Riocentro, El Paseo Shopping, Supercines, Imax, Radio Disney, Carl's Jr., Chili's, Red Lobster, IHOP, Super Easy and Tuti. All of them are just the beginning of what Czarninski aspires for the future, to continue expanding, fulfilling that philosophy that constant effort will always have its reward.

business file