Arezzo announces purchase of the Carol Bassi brand for R$ 180 million

​Arezzo&Co announced the purchase of the luxury brand Carol Bassi for R$ 180 million. The acquisition marks the entry of the footwear company into the women’s fashion market.

​The company owns the footwear brands Schutz, Anacapri, Alexandre Birman, Fiever, Alme and Vans. In October 2020, it joined the menswear brand Reserva. Now, with the acquisition of the women’s brand, it has established itself as a company in the clothing sector, says Executive President Rony Meisler.

According to information disclosed by the company, the transaction it can reach a value of R$220 million, if the brand achieves performance metrics established for 2022 and 2025.

The brand Carol Bassi was created in 2014 by the São Paulo stylist Anna Carolina Bassi, heiress of the Guaraná Brasil women’s fashion chain. It has a store at Shopping Cidade Jardim, in São Paulo, and at Village Mall, in Rio de Janeiro. It is also present in 90 multi-brand stores across the country.

According to Meisler, the company plans to open another 20 physical brand stores, despite the digitalization of retail, driven by the pandemic. At least two openings should take place next year.

“The physical stores came out stronger from the pandemic because they discovered their vocation. The purchase process today is hybrid [online e presencial] and the store continues to be the protagonist in this experience. Even if the sale does not happen in it, it goes through it”, he says.

The brand’s stores have monthly sales of R$ 3.5 million, according to the company. About half of sales are made through 55 customer groups in the messaging application, which bring together more than 8,000 consumers.

The brand should become part of the group’s ecommerce, but will maintain the direct communication channel with customers through the groups. “The proximity to the customer is a differential,” says Meisler.

Arezzo also announced its plan to expand its presence in multi-brand outlets and develop footwear and bags with the Carol Bassi label.

“The operation is part of Arezzo&Co’s strategy to expand its business in the fashion and retail sector, with product diversification and expansion of brands in its portfolio, reaffirming its position as a house of brands,” disclosed the Arezzo on the purchase announcement.

“With Carol Bassi, Arezzo enters into an excellent company in the women’s clothing segment, strengthening its presence in the premium fashion market”.

According to the Executive, the group should continue investing in products for the A and B public, which are the focus of all brands in the portfolio.

Schutz, one of the footwear brands of the group, also announced on Tuesday (30) the entry into the clothing sector. An own line of pieces will be launched to the public in March 2022.