Bruna Garcia Fonseca
São Paulo – Kamal Suleiman, the Jordanian director of Jorindo Group, is seeking out for partnerships with Brazil’s distributor. The menswear clothing chain was founded in 1992 and is a Jordanian-Indonesian multinational company, with a factory and headquarters in Guangzhou, China. Jorindo serves markets in the Middle East, including the United Arab Emirates, Oman and Lebanon, as well as Russia, Spain, Kazakhstan, Belarus, and others. In Latin America, Jorindo is in Ciudad del Este, Paraguay, with its own store at Madrid Center, a mall known for selling electronics.
Suleiman visited the Arab Brazilian Chamber of Commerce’s headquarters this week to present the brand and network. In an interview with ANBA, Suleiman said that Brazil is the largest market in South America and that he’s gathering potential investors and distributors to bring their products to Brazil in the next few months. “At first, the idea is selling in multi-brand stores and eventually we intend to open our own stores,” he said.
The menswear brand has collections for 10- to 16-year-old boys, men in their 20s, 30s and older, with casual clothes such as jeans, polo shirts, T-shirts, socks, underwear and shoes, as well as more high-end clothes such as buttoned-up shirts, suits, and ties. “Jorindo is coming to compete with brands such as Aramis and Brooksfield,” Suleiman said.
The most casual collection has its own brand – “I See.” “In Ciudad del Este, both brands (‘I See’ and Jorindo) are side by side in two stores,” the director said. The stores in Paraguay opened last March and, according to Suleiman, are going very well.
“We want to sell in São Paulo, Foz do Iguaçu, Curitiba and other cities in Brazil,” he said. He points out that what sets Jorindo’s clothes apart from others is their design, fit, quality and reasonable prices.
The brand’s poster boy is Brazilian former soccer player Adriano Leite Ribeiro, L’Imperatore. “He does ads, events and was even at the opening of the store in Paraguay, and when we start selling in Brazil, he’ll continue as our poster boy,” Suleiman said.
Translated by Guilherme Miranda