Alexandre Birman’s family enterprise Arezzo & Co. is looking to expand its reach in the U.S.
The Brazilian conglomerate operates a group of brands and accounts for about 30 percent of Brazil’s shoe sales. This week, the company opened two stores in New York and hosted multiple parties with the objective to grow its resonance overseas.
“We are already so big in Brazil, and so in order to chart considerable growth we decided to turn to the U.S. and put all our effort and money there — it’s the biggest market,” Birman, Arezzo’s chief executive officer, said of the company’s investment priorities.
Part of that money, Birman noted, went toward paying for his Met Gala ticket — reportedly $30,000 (excluding flights, housing, wardrobe and grooming costs) — to schmooze, shimmy and spread the Arezzo gospel, or as the executive described, “have a presence.”
The remaining funds have been poured into retailing activities.
On Wednesday, Birman’s premium namesake label cut the ribbon on its first U.S. boutique. The 600-square-foot shop is located at 957 Madison Avenue. It includes a dedicated customization station.
The label has also launched U.S. e-commerce to coincide with the store opening. A second Alexandre Birman U.S. location is planned for Bal Harbor, Fla., and is expected to open this fall.
Schutz — Arezzo’s mid-price line — opened a second New York location today at 121 Prince Street in SoHo. The 2,800-square-foot pop-up joins a preexisting uptown location at 655 Madison Avenue and a Los Angeles shop at 314 North Beverly Drive.
Adriana Lima has been tapped as the face of Schutz’s second U.S. push. The brand first landed Stateside on Madison Avenue in 2012, but this year will reopen with a revised store concept meant to be “more intimate, how people like to shop now,” Birman said.
He declined to reveal sales projections for the U.S. market.