Loro Piana, from the LVMH group, opens its first store in Latin America in São Paulo

The Italian luxury brand Loro Piana, of centuries-old origins, opens on Thursday, the 5th, the first unit it maintains in Latin America. According to Estadão, it is a reference space with an area of ​​300 m², located on the ground floor of Shopping Cidade Jardim, in the capital of São Paulo.

The brand is defined by handmade pieces made with noble raw materials and without a flashy logo, according to the newspaper. The name comes from designer Pietro Loro Piana, from Quarona, a city about 100 km from Milan.

The prices give the size of the target audience: according to Estadão, a t-shirt costs around R$9,000 and a sweater, R$22,000.

The French conglomerate LVMH, a holding company that controls brands such as Louis Vuitton, Dior and Fendi, among others, owns Loro Piana. Holding is a company whose main role is to control other companies, and the new store becomes part of a group with other luxury brands.

Upon debuting in the region in São Paulo, the brand is betting on the capital of São Paulo as a gateway to Latin America. The report does not inform investment values, sales targets or projections for the local operation, which limits the measurement of the weight of the new point.

What changes for the investor

The news does not contain financial data from LVMH or the store, such as revenue, margins or targets, and therefore does not allow estimating a direct effect on the group's results. For those who follow the sector, the point to watch is whether the expansion of luxury brands in markets like Brazil converts into revenue in the next balance sheets. This text is informative and does not constitute a recommendation to buy or sell assets.

Automatically translated from Portuguese.