One of America’s most internationally known designers is taking his talents and designs to South America, Sao Paulo, Brazil to be precise. On Tuesday, April 14th, 2015, Ralph Lauren will open a 9,100 square foot store in one of the largest tourist destinations in the world. The store will feature Ralph Lauren men’s wear and women’s wear collections, in addition to accessories, footwear, and timepieces.
“I have long been fascinated by the Brazilian lifestyle and culture and believe our first store in São Paulo will fit well into a country that appreciates traditions of true quality and luxury,” Ralph Lauren, Chairman and CEO, said in a statement. Of course, when your name is synonymous with American class and luxury only the best can be expected from you. The store already sounds like quite a sight to behold with with storefront archways made of cast stone and white plaster, along with two water fountains that flank the grand entrance.
The layout of the store includes alternating smaller and larger rooms (a key aesthetic to Ralph Lauren stores), reclaimed oak beams, stained concrete floors with oak ties, hand-finished plaster walls, and painted white furniture. The decor also includes hand-woven rugs and antique fixtures. If the architecture won’t lure you in perhaps the liquor will, as the store will also include a bar that will serve cocktails.
Ralph Lauren arrives in Brazil
The design aesthetic was meant to blend Brazil’s rich residential ranches with Lauren’s signature equestrian style. When you enter the store there is a room housing the women’s collection on the left, and on the right is a room housing Ralph Lauren men’s Purple Label. There is also a watch salon for Ralph Lauren time pieces.
Being an entire lifestyle brand, Ralph Lauren doesn’t just stop at the clothes either. Accents of Ralph Lauren Home, such as candles and books, are placed throughout the store and are available for sale. The store will be located in Cidale Jardim, a fast growing luxury retail mall that is home to several other luxury brands, including Jimmy Choo, Carolina Herrera, Chanel, Dior, Prada, Gucci, Armani, and Cartier, just to name a few.
Ralph Lauren sees big potential in the Brazilian market, and with Europe struggling and the Asian market being more sluggish than expected, luxury retailers are turning their focus to other countries where the luxury good markets is growing. David Lauren, Executive Vice President of Marketing, Advertising, and Communications at Ralph Lauren, has said that he would like the company to expand outside of Sao Paulo, but there are no definite locations planned yet.
Brazil’s seasons operate the opposite of North America’s, however, the store is still expected to sell on a North American schedule. Ralph Lauren’s presence in Brazil is seen as long overdue. Robert Burke, CEO of Robert Burke and Associates, a top NYC consulting firm, said, “The São Paulo customer has a very solid understanding of luxury and a high taste level and loves well-executed brands, and I’m sure it will be successful.” Already a global fashion super power, this is just another star on Ralph Lauren’s impressive map.
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