Five years after the opening of its first boutique in New York and two years after the opening of its first boutique in Los Angeles in the Venice neighborhood, fashion and lifestyle brand Farm Rio has just opened a second address in West Hollywood at 8551 Melrose Avenue, with a 1690-square-feet floor space. An event that marks 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 in 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-ups over the years in the US (including Los Angeles and Montauk, NY) 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 boutique in Venice Beach, you have just opened a second store in Los Angeles. How do you explain the Californian public’s enthusiasm for your brand?
Katia Barros: Since we started our operation in the USA, California has been a very special market for us. One key reason for the public’s enthusiasm is that our brand aligns with the laid-back yet stylish lifestyle that California, especially Los Angeles, embodies. Californians appreciate fashion that is both chic and comfortable, and our designs cater perfectly to this preference.
FNW: For a long time, Havaianas was the only well-known Brazilian brand by the American public. Now there’s Farm Rio. Did you expect to become so popular?
K.B: Seeing how fast the brand has become so popular really surprises us more each day. But we have to say that we always believed in the authenticity of our brand. What makes Farm Rio so unique is that we truly encapsulate the Carioca spirit, which sits at the very core of our brand’s identity. We are incredibly proud of where the brand began and want to celebrate this in everything we do. We believe that our clothing genuinely represents Rio’s dynamic energy, culture, and nature, and that this approach to life can captivate people worldwide with its ripple effect of optimism.
FNW: Tell us about the concept and design of your stores.
K.B: Since the beginning of Farm Rio’s journey, we’ve established a relationship of connection and respect with the most diverse expressions of Brazilian culture. The ambiance and design of our stores are meticulously crafted to create an immersive and inviting environment, playing a significant role in the customer experience. We want to invite our customers to dive into a Brazil-inspired journey in every Farm Rio store and pop-ups worldwide, from wood racks to knitted fitting rooms to popular soundtracks, sharing what we value most: the local art and culture.
FNW: After New York and Miami, you’ve announced further openings in Brooklyn and Washington D.C. What is your overall retail strategy for the US market? Are you interested in other states or major US cities?
K.B: Our overall retail strategy for 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 expanding the brand in the near future.
FNW: You just launched your first Parisian boutique, and you’ll be opening another in Dubai this summer. Which countries are you targeting for international expansion?
K.B: Our international expansion strategy focuses on growing the brand in established markets like the UK, where new stores are set to open soon, and expanding into new regions such as Greece and Turkey, where seasonal stores have recently launched. Additionally, we are planning 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 is your sales growth forecast for 2023?
K.B: From 2019 to 2023, our company has undergone significant sales growth, achieving a remarkable increase of 102%. Specifically, in 2023 alone, we saw a notable 20% increase in sales, reaching a total of $117 million compared to $95 million in 2022. This growth underscores our consistent upward trajectory and reflects the effectiveness of our strategies in capturing market opportunities and meeting customer demand.
FNW: Farm Rio mixes lifestyle with fashion. How do you intend to develop your offer in the future?
K.B: We have a very creative and restless team that is always seeking new ways to expand the brand. This year, we’ve already introduced some new proposals, launching capsule collections for children and also for men. In the coming months, we will be launching our first tablescape capsule. Next year, our footwear line will take on a new form and prominence in our portfolio, including the introduction of bags – a novelty for the brand. These are just some of our plans for expanding our collection, but I can say it’s only the beginning.
FNW: How can you remain sustainable with over 100 boutiques and 2,000 retailers?
K.B: Being more responsible is a significant commitment for our brand. It’s not an easy path, but we continue to work on improving our practices. We believe it’s a collective 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 of improvement.
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