TOMMY DOES BRAZIL: Tommy Hilfiger is getting ready to touch down in São Paulo, Brazil to toast the opening of two new Tommy Hilfiger stores in the city. Opening on Rua Oscar Freire and in the JK Iguatemi shopping centers, these two stores are the latest additions to the growing portfolio of over 30 Hilfiger locations in the country.
Hilfiger will attend special events in São Paulo on Nov. 10 and Nov. 11, including a speaking engagement at Fundacao Armando Alvares Penteado (FAAP), a VIP dinner and press cocktail and a celebrity-attended red carpet celebration. Hilfiger’s visit to Brazil is the culmination of the designer’s yearlong program of special initiatives to commemorate the 30th anniversary of his brand, which included events in New York, Paris and Beijing.
The two-story Oscar Freire Tommy Hilfiger store opened Nov. 1 and spans over 5,400 square feet. The first floor features men’s and women’s sportswear and the men’s Tommy Hilfiger tailored collection, while the second floor has Hilfiger Collection, women’s footwear and accessories and Tommy Hilfiger kids collection. Design elements include pale oak herringbone flooring, custom jacquard rugs and vintage wood chairs and chandeliers. There are also floor-to-ceiling multimedia screens to create an immersive brand experience.
The JK Iguatemi store opened Sept. 25 and showcases a broad selection of Hilfiger collections, including men’s and women’s sportswear, footwear and accessories, as well as the men’s tailored collection. The bespoke store decor features locally sourced furnishings.
Hilfiger’s business in Brazil is operated under license by Tommy Hilfiger do Brasil SA, a joint venture between Tommy Hilfiger and InBrands, which was launched in 2013. Since then, they have opened 17 stores and have introduced a localized e-commerce platform, and introduced new products such as Salinas for Tommy swimwear capsule collection.