Brazil by Way of Farm Rio Makes its Way to the West Coast – WWD

OLÁ, LOS ANGELES: Brazil-based clothes label Farm Rio sees the U.S. as its ticket to abroad enlargement, with the corporate unveiling its first West Coast retailer on the heels of a New York door opening this previous spring and one deliberate for Miami within the fall.

The 900-square-foot pop-up retailer opening this week at Westfield Century Metropolis is a component of a bigger technique to develop the enterprise within the U.S. earlier than a broader world enlargement.

Farm Rio was launched in 1997 by Katia Barros and Marcello Bastos and gained floor amongst customers for its daring colours and tropical prints throughout a line that now consists of attire, jumpsuits, skirts, pants and tops. The model now counts greater than 70 shops in Brazil.

This yr the corporate started laying the groundwork for U.S. enlargement, first with the launch of a web-based store in March. The next month Farm Rio opened a New York retailer, which the corporate mentioned beat projections by 50 p.c in its first month in enterprise. In May there was a Surf Lodge pop-up, with Los Angeles now set to see the model.

Farm Rio

Farm Rio totaling 900 sq. ft at Westfield Century Metropolis. 
Courtesy Photograph

Barros cited the Los Angeles climate and its synergies to Brazil’s as the explanation for bringing the model to Westfield Century Metropolis and subsequent Miami within the fall. There shall be extra shops, Barros confirmed.

“The other [future] locations we’re kind of studying,” she mentioned. “Yes, we have lots of conversation [about it] and we talk about Texas, but we’re not sure. We also have the e-commerce and we can sell to everybody all over the country, so it goes step by step. [Test] the market to understand how [consumers] respond.”

Barros and firm have massive plans for the U.S., although.

“We’re so big here [in Brazil] and any business I believe that you have to keep growing,” she mentioned. “It’s just like walking or riding a bicycle. We cannot stop, so we decided to go abroad.”

With Brazil now totaling 72 shops, Barros mentioned the U.S., being bigger than Brazil, might very properly accommodate extra shops over time. It’s a difficult market filled with competitors, although, she mentioned, and the explanation why, if the model can succeed Stateside, it will likely be capable of unlock different abroad markets, equivalent to Europe and Asia.

“For sure we can have more [stores]. That’s what we believe,” Barros mentioned. “We’re working on it. We’ve been around for 22 years, so it takes a while.”

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