He has 5 brands, over 500 stores and sells upwards of 11 million pairs of shoes a year. In an exclusive cover story this week, FN explored Alexandre Birman’s impressive (and growing) Brazilian footwear empire. Here, a breakdown his publicly-traded Arezzo & Co’s diverse brand portfolio and background on each of the respective brands, from sales to stores.
This sneaker and sports sandal concept launched in 2015 with a São Paulo test store. Priced at under $75 a pair, it seeks to capture a young consumer with details such as interchangeable uppers. The idea came from the growing athleisure market and a suggestion from Johanna’s younger sister.
Reliably trendy yet still appealing to a slightly older, more conservative customer, Arezzo, which is only sold in Brazil, has a loyal following for its low-cost offering (most styles hover under the $70 mark). Current campaign star: Gisele Bundchen. With 385 stores, it accounts for 57.9 percent of total company sales.
Aimed at contemporary risk-takers, the label’s fast-fashion styles reference the runways. Domestically among its 78 stores, the brand is considered high end at over $100, whereas in the U.S. (where it has two stores) and Europe, it’s priced in that sweet spot of $95 to $395. It currently brings in 33.7 percent of total company revenues.
Founded in 2008 on the notion of “flats at a fair price,” this is the group’s lowest-price offering. With styles under $60 and an e cient merchandising concept that encourages buying multiples, the domestic brand looks to take a piece of the pie dominated by local players Melissa, Havaianas and Ipanema. It accounts for 7.3 percent of total sales.
The high-end brand (croc trimmed styles start at $750) has refined its quality and positioning in top-tier international retailers, plus two of its own stores in São Paulo. While still only 1 percent of the company’s total revenues, sales doubled between Q2 2015 and the same period this year.