Miter Realty is the new owner of Daslu. This Wednesday (8), the developer deposited in court about R$ 10 million for the former luxury empire, after winning the judicial auction. The completion of the purchase awaits the approval of the TJ-SP (São Paulo Court of Justice).
According to Sodré Santoro Leilões, where the auction took place, the winner will be able to keep the brand name and internet domain.
The company’s expectation is to strengthen its position in the high-end real estate market. CEO Fabricio Miter says that the focus is on leadership in São Paulo, offering customers “unique products, services and experiences, revolutionizing the way of living with quality”.
The acquisition includes 50 records at Inpi such as Daslulu, Terraço Daslu, Daslu Vintage, Daslulabel, Villa Daslu and DasluShoe Space, among other products and services ranging from items for animals to decoration, bed, table, bath, clothing, cosmetics, bags, jewelry, property management etc.
The brand owned by brothers Eliana Tranchesi and Antônio Carlos Piva is known for selling imported luxury products such as Chanel and Prada, as well as other private labels.
Daslu was sold so that the funds could honor debts from the company’s bankruptcy process, as determined by the 1st Court of Bankruptcy and Judicial Reorganizations of the Central Court of São Paulo.
In 2005, an operation by the Federal Police, launched in partnership with the Federal Revenue Service and the Public Ministry to investigate crimes of tax evasion, arrested the owners of Daslu. They were sentenced to 94 years for conspiracy, fraud in imports and forgery of documents.
Eliana died in 2012 of cancer, and Antônio Carlos Piva is in prison.
At the auction, the brand began receiving bids of R$1.45 million, just above the initial bid of R$1.41 million. But in the final stretch, the bidding started to get fierce. From BRL 1.45 million, they went up in five minutes to BRL 3 million and went up, until reaching BRL 6.5 million at 1 pm. According to the rules of the auction, held online, bids made in the final three minutes increase the closing time.
In the final stretch, the auctioneer even announced the iconic phrases “I’ll give you one”, “I’ll give you two”, but the auction continued with new bids. The contest was finally closed at 1:10 pm, at R$ 10 million, after a sequence of 32 bids, made by five participants. The winning Miter Realty will pay an additional 5% commission to the auctioneer.
The developer has been in the real estate market for over 50 years, focusing on medium, high and very high income projects. Currently, it has more than R$ 5 billion in a land bank in the capital of São Paulo to ensure its next years of launch.
In 2020, Miter Realty went public in B3, with the operation being coordinated by the banks Itaú BBA, BTG Pactual and Bradesco BBI.
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