From the Newsroom
São Paulo – Brazil will be represented in the six Selfridges stores, one of the most sophisticated department stores in England, starting May this year. The English chain will be showing culture, sports, tourism, and especially Brazilian products – cosmetics, clothing and accessories, jewellery, furniture, shoes, and decoration.
The operation is part of the "Brazil 40 degrees" project, agreed on by the president of the Brazilian Export Promotion Agency (Apex), Juan Quirós, last Friday, January 23, with the support of the Brazilian ambassador in England, José Mauricio F. Bustani.
Selfridges has been buying products from companies connected to the Apex since last year. With the agreement, however, operations between the company and Apex gain visibility and volume. For 25 days, around 600 Brazilian products will be exhibited and sold at six Selfridges stores in England.
At the entrance of the main store in the chain, on the famous Oxford Street – a place where over 200 million people go every year -, a 15 meter tall statue of Jesus Christ (copy of the famous Christ Redeemer statue in the city of Rio de Janeiro) will have his arms wide open to receive the customers from May 4th on. In the windows, there will be a lot of green and yellow. Inside the store, 52 plasma TVs will be showing "a Brazil for tourism" and "a Brazil for business."
"For 25 days we will have a privileged space not only in the English capital, London, but also in other cities where Selfridges has stores, such as Manchester. This is a great opportunity to show our products in a competitive market of world reference," said Quiroz, with enthusiasm.
At the occasion, the Apex will take representatives from the main department stores in Europe, the United States, and Japan to see the "Brazil 40 degrees" project, which also includes fashion shows and gastronomic events.
Selfridges will invest US$ 15 million in advertising in specialized magazines, as well as in ads on taxis, buses, and at airports. Another US$ 2.4 million will be spent on production of the event, and US$ 1.3 million in the acquisition of Brazilian products.
This is the second time Selfridges organizes a large country event – the first was about India. The Apex will invest around US$ 530,000 to sponsor this operation, as well as giving logistic support to the sectors and companies included in the event.
The Apex investment includes sponsoring a trip to Brazil by British journalists little before the event. An article in British magazine Condé Nast Traveller, a publication turned to tourism, has already been agreed on.
Apart from the products to be sold at the store, there will be a 200 square-metre area for a business fair that will exhibit products chosen by a team of Selfridges buyers and APEX employees.
The opening of the event will be marked by a fashion show with guests including (famous top model) Gisele Bündchen and (soccer player) Ronaldinho, as well as ministers Gilberto Gil, Luiz Furlan and Brazilian president Luiz Inácio Lula da Silva.
