São Paulo – French brand Kiabi will open its first store in the Americas in São Paulo, in Ibirapuera mall, on August 11, a Saturday. The department store sells women’s, men’s and kid’s clothing and accessories, with products starting at BRL 15 (USD 4.15) and buys part of its clothing line in Morocco.
The chain has over 500 stores in more than 15 countries, among company-owned and franchised stores, including a dozen in Morocco, one in Algeria, two in Tunisia, four in Saudi Arabia and one in Dubai, United Arab Emirates. Most of the stores are in France, with 341 (such as the one in the picture above), and Spain, with 54.
According to Kiabi’s Supply Chain director, Rita Monrose, Brazil was chosen by the chain for its large potential and the demand for quality products with accessible prices. Kiabi is one of the brands of the family group Mulliez, well-known (and successful) in Brazil for the chains Decathlon, of sporting goods, and Leroy Merlin, of construction material.
“The group’s other two companies are a success in the country, and we’re convinced that Kiabi will follow the same path. We are planning to open 40 stores in the next five years in Brazil and the e-commerce service should be launched right after the opening of the first store,” said Monrose.
All products to be offered at the store in Brazil will be imported. Most of them come from Asia, mainly China, and 2% of the line is manufactured in Morocco. “But the clothing line focuses on the western market, it’s French fashion,” explained the director.
She said that the brand plans to turn North Africa, especially Morocco, in a production center, since the country is a supplier and has many stores. “It’s a way of creating more job and value the domestic market, which is also a consumer of the brand,” added Monrose.
The store in São Paulo will have 1,500 square meters and will be store 35 of the Ibirapuera floor, in the mall’s ground floor, taking the place that once hosted the brands Adidas and Luigi Bertolli. According to Monrose, the idea is to offer low-price clothing lines to all groups, women, men, plus size, kids and senior people.
“Fashion at low prices” (La mode à petits prix), loosely translated, is the brand’s slogan. Monrose says that Kiabi manages to offer these super competitive prices because it buys “large amounts” and has a small profit margin. “We buy around 300 million pieces each year and, thus, have leverage to negotiate and ensure a quality product with low price,” she said. Kiabi turned 40 years old this year and, in Brazil, will be a direct competitor to chains such as C&A, Renner, Riachuelo and Forever 21.
Quick info
Opening of Kiabi store –Ibirapuera Mall
August 11, at 10 am
Store 35 – Ibirapuera floor
Av. Ibirapuera, 3103, São Paulo
Click here to visit the brand’s website
Translated by Sérgio Kakitani
