Italian brand Loro Piana debuts in São Paulo with 300 m² flagship

On Thursday, the 5th, the Italian brand Loro Piana, which is part of the French group LVMH, opens the doors of its first address on the Latin American continent. The unit occupies the access floor of Shopping Cidade Jardim, in the capital of São Paulo, and, according to Estadão, is 300 m² and serves as the brand's access to the region.

Centenary, the brand was born in Quarona, about 100 km from Milan, and its name comes from Pietro Loro Piana. According to Times Brasil, the company is remembered for its clothes and accessories made with top-notch inputs and traditional Italian craftsmanship.

The proposal is discretionary. According to the same Estadão report, what is sold is the manufacture of noble material, without prominent prints or logos, indicating customers who seek quality before ostentation. The values ​​mentioned by the newspaper confirm this profile: something around R$9,000 for a t-shirt and R$22,000 for a sweater.

This agreement, signed exclusively with JHSF, manager of the complex, is part of the expansion of the shopping center, according to Times Brasil. For the mall, the arrival of a brand of this size adds a big name to the mix of stores at a time of expansion.

At the ceremony, the names of Davide Marcovitch, who heads LVMH in Latin America, the Caribbean and Africa, and Antonio De Angelis, who heads Loro Piana in the Americas, also circulated. The presence of executives with regional responsibility suggests that the debut is part of a strategy for the continent, and not an isolated movement.

What is at stake goes beyond a store. The LVMH conglomerate, which brings together Fendi, Louis Vuitton and Dior among other brands, chose the capital of São Paulo to open its regional Loro Piana showcase. For the local economy, the movement indicates that part of the foreign investment in luxury retail sees the country as a destination.

What changes for the investor

For those who follow actions, the main effect is in the chain. LVMH is a group with brands in several markets, and the expansion into Latin America increases the exposure of its business to consumption that depends on income and trust. For the mall and its partners, expansion and the arrival of new brands can reinforce the attractiveness of the project. Luxury retail is sensitive to the income cycle, exchange rate, interest rates and the fiscal responsibility environment, which is why these factors deserve attention before making any conclusions about the performance of a role. The news alone does not indicate direction for prices.

Automatically translated from Portuguese.