Five years after opening its first store in New York and two years after opening its first Los Angeles store in Venice, fashion and lifestyle brand Farm Rio has just opened a second West Hollywood address at 8551 Melrose Avenue, with a floor space of 1,690 square feet. The event represents the brand’s growing popularity in Brazil, where it has more than 100 stores with over 2,000 employees, and around the world. Internationally, Farm Rio has more than 2,000 global retailers and branded space at La Samaritaine and Le Bon Marché in Paris, as well as Liberty in London and Rinascente in Rome. The brand has also launched several pop-up stores over the years in the United States (including Los Angeles and Montauk, New York) as well as Europe (including Paris, Italy and London). Co-founder Katia Barros talks about Farm Rio’s strategy and future developments.
FashionNetwork.com: After opening your first store in Venice Beach, you just opened a second store in Los Angeles. How do you explain the Californian crowd’s enthusiasm for your brand?
Katia Barros: Since we started our operations in the US, California has been a very special market for us. One of the main reasons for the public’s enthusiasm is that our brand aligns with the simple and elegant lifestyle that California, especially Los Angeles, embodies. Californians appreciate stylish and comfortable fashion, and our designs perfectly meet this preference.
FNW: For a long time, Havaianas was the only Brazilian brand known to the American public. Now there’s Farm Rio. Did you expect it to become this popular?
Kilobytes: It really surprises us every day to see how quickly the brand has grown. But we have to say that we have always believed in the authenticity of our brand. What makes Farm Rio unique is that we truly embody the spirit of Carioca, which is at the heart of our brand identity. We are very proud of where the brand began and want to celebrate that in everything we do. We believe that our clothing truly represents the dynamic energy, culture and nature of Rio, and that this approach to life can captivate people all over the world with its optimistic influence.
FNW: Tell us about the concept and design of your stores.
Kilobytes: Since the beginning of the Farm Rio journey, we have built a connection and respect for the most diverse forms of Brazilian culture. Our store ambiance and design are carefully crafted to create an immersive and engaging environment, playing an important role in the customer experience. From wooden shelves to knitted fitting rooms to folk music soundtracks, we want to invite our customers to immerse themselves in a Brazilian-inspired journey in every Farm Rio store and pop-up shop around the world, sharing what we value most: local art and culture.
FNW: After opening stores in New York and Miami, you have announced additional stores in Brooklyn and Washington, D.C. What is your overall retail strategy for the U.S. market? Are you interested in other states or major U.S. cities?
Kilobytes: Our overall retail strategy in the US market is to establish a strong presence in key cultural and fashion hubs. We have plans to open new stores in California and New York. Cities like Chicago, San Francisco and Dallas are also part of our focus for brand expansion in the near future.
FNW: You just opened your first store in Paris, and will be opening another in Dubai this summer. What countries are you targeting for international expansion?
Kilobytes: Our international expansion strategy focuses on growing the brand in established markets such as the UK, where new stores are due to open soon, and expanding into new territories such as Greece and Turkey, where seasonal stores have recently launched. In addition, we plan to open stores in several countries across Latin America, including Chile, Argentina, Uruguay and Peru, as part of our broader global expansion plans.
FNW: What are your sales growth expectations for 2023?
Kilobytes: From 2019 to 2023, our company has seen significant sales growth, achieving a remarkable 102% increase. Specifically, in 2023 alone, we saw a remarkable 20% increase in sales, reaching US$117 million compared to US$95 million in 2022. This growth confirms our continued upward trajectory and reflects the effectiveness of our strategies in seizing market opportunities and meeting customer demand.
FNW: Farm Rio blends lifestyle and fashion. How do you plan to develop your show in the future?
Kilobytes: We have a very creative and enthusiastic team that is always looking for new ways to expand the brand. This year, we have already presented some new proposals, launching capsule collections for children and also for men. In the coming months, we will launch our first tablescape capsule collection. Next year, our footwear line will take on a new shape and importance in our portfolio, including the introduction of bags – new for the brand. These are just some of our plans to expand our range, but I would say that this is just the beginning.
FNW: How do you maintain sustainability with over 100 stores and 2,000 retailers?
Kilobytes: Taking on more responsibility is a big commitment for our brand. It’s not an easy road, but we continue to work to improve our practices. We believe it’s a team effort that requires commitment across all areas of our business. Last year, we achieved B Corp certification, a milestone we are very proud of. However, we recognize that this is just the beginning of our ongoing journey toward improvement.
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