Great waves of immigrants at the end of the 19th century, followed by migrants from other parts of Brazil in the early 20th century, brought new traditions and growth to the city. São Paulo is a cosmopolitan city, home to the largest Italian, Arab and Japanese diasporas, with examples including ethnic neighborhoods of Bixiga and Liberdade.
These additions to the population made Sao Paulo not only an important economic and financial hub, but one of the main centers for the development of new trends, culture and entertainment in Brazil. Today, much of Brazil’s wealth is concentrated in the Southeastern region of the country. As such, the southeastern states of Sao Paulo, Rio de Janeiro, and Minas Gerais contain the greatest concentration of the country’s malls.
The state of Sao Paulo has the largest number of shopping centers (174) and gross leasable area (GLA) at 5.2 million square meters. The city of Sao Paulo, the capital of the state, is the largest in the country both by population and economic activity. It is also the most important market for all real estate segments. As the major destination for international brands, the capital city is home to 54 shopping centers totaling 2 million sq.m of GLA.
The first important luxury brands to operate in Sao Paulo in standalone stores were Louis Vuitton followed by Dior, Cartier, Armani, Zegna, Ferragamo, H. Boss, Gucci, Tiffany &Co., Christian Louboutin, and Chanel. Now other retailers like Prada, Hermés, and Versace are part of the retail scene.
Retailers are realizing that they need to open a larger number of stores to be profitable in Brazil as the cost of doing business has risen. Retail sales per square meter are lower because of reduced spending and increased shopping options.
Shopping Vila Olímpia
Opened in late 2009, the center encompasses several entertainment venues including bowling lanes and a cinema, yet traffic is concentrated on business days due largely to its numerous restaurant alternatives. It is located in the eponymous neighborhood west of the city of São Paulo and is home to popular retailers like Calvin Klein, H. Stern, L’Occitane, Levi’s, and Swatch.
Oscar Freire Street
A welcoming tree-lined street in the Jardins district of São Paulo, Rua Oscar Freire is considered one of the most luxurious in the world, as well as one of the most expensive. Its upper class customers can shop among the upscale global brands found in stores such as Carmen Steffens, Lacoste, Fabrizzion Giannone, Addidas, Asics, Nike, Nespresso, Reebok, Pandora, John John Jeans, and L’Occitane.
Haddock Lobo Street
With its upper class customers and upscale retail tenants, Haddock Lobo Street is one of the most prominent shopping streets in São Paulo. Luxury merchants that line Haddock Lobo Street include Cartier, Dior, Ermenegildo Zegna, Louis Vuitton, Max Mara, Salvatore Ferragamo, United Colors of Benetton, Van Cleef & Arpels, and Marc Jacobs.
Shopping Center Iguatemi São PauloIguatemi, one of the oldest and most upscale shopping centers in Brazil, is located in the exclusive Jardins district, often referred to as the Rodeo Drive of São Paulo for the elegant shops and restaurants that surround it. The Center is home to many of the city’s luxury retailers including Louis Vuitton, Gucci, Dolce & Gabbana, and Tiffany and Co.
Shopping Cidade JardimOpened in 2008, this upscale center is located on Magalhaes de Castro Avenue in the Cidade Jardim district. The mall is home to luxury merchants such as Carolina Herrera, Chanel, Giorgio Armani, Jimmy Choo, Rolex, and the only Hermès store in Brazil.
Shopping MorumbiLocated in the southwestern part of the city among some of the most sophisticated and wealthiest neighborhoods in São Paulo, the center caters to the mid-upper class with substantial purchasing power and is home to well-known retailers such as A|X Armani Exchange, Adidas, Clinique, H. Stern, Lacoste, L’Occitane, and Tommy Hilfiger.The first brazillian Forever 21 was opened there as well as the second Brazilian Apple store.
PAULISTA STREETAlways known for housing offices and banks, Paulista is slowly changing its characteristics and adapting to new trends. Recently Brazillian fast fashion brands such as Riachuelo and Renner have opened flagship stores, due to the great visibility and convenience offered. Forever 21 and H&M are also retailers searching for sites at the great avenue.
MOEMA DISTRICTPopular among upper mid-class women that don’t want to buy clothes or accessories inside shopping malls. There are also a lot of high schools around. Great place to find mid and high - end Brazilian brands and restaurants. It is one of the neighborhoods with the highest quality of life in the city. Its population is primarily composed by upper-middle and upper classes. Some of the residents suffer with the noise caused by the Congonhas Airport, where 600 takeoffs and landings daily occur.There are a lot of schools on the districs. The neighborhood has a strong retail activity, located on the outskirts of Normandia, Gaivota, Canário streets and avenues Bem-Te -Vi, Eucaliptos and Pavão, where there are clothing stores, shoes, accessories and even international brands. Aside from fashion, gastronomic spots also stand out: restaurants, coffee and ice cream shops. The Ibirapuera park and Shopping Ibirapuera are also part of the district.
JARDINS DISTRICTBeing one of the most visited shopping destination of the country for upper class consumers, it is also a place to enjoy with family due to all the services offered and a pleasant atmosphere. Among flats, fancy residences, expensive restaurants and luxury hotels, there is a retail center that is a reference when refering to open malls. The region comprehends the Oscar Freire Street, considered the only high street of São Paulo, it’s ranked as the eighth most elegant street of the world. Flagship stores, as well as some of the top Brazillian and international jewelry and apparel designers shops are present. The region hosts major Concept Stores for large Brazilian brands such as Havaianas and Melissa.
Market Place Shopping CenterMarket Place is nestled among corporate offices, close to the influential residential neighborhoods of Morumbi, Brooklin, and Santo Amaro. Shopping Morumbi, a competitive center, is located directly across the street, creating a critical mass of destination shopping. The center’s upper and upper-middle class customers can choose among a wide variety of international premium and luxury brands including Calvin Klein, Crocs, Faber-Castell, Lacoste, L’Occitane, MAC, and Readley. Recently investing in casual dinning chains such as Abraccio and Coco Bambu.
SHOPPING JK IGUATEMIWith a contemporary and unique architectural design that enhances the natural light , the landscaping and the beautiful views of the bustling metropolis, the mall brings together a plural mix, which includes fashion with some affordable brands and international luxury brands, many of them exclusive. The shopping comprehends the financial districts of Itaim and Vila Olimpia neighborhoods and has 35.293 m² of GLA.
SHOPPING ANALIA FRANCOIt was opened in 1999 A reference point in style and quality at the East Side of the city, it was elected by popular vote in 2012 as São Paulo’s best shopping mall according to Época magazine. With a complete range of quality stores, in addition to special services and decoration, the shopping mall is consolidating its position as the region's best center for fashion and culture. The number of visitors reached 15,000,000 in 2014 and the mix of stores include Intimissimi and Forever 21.
PATIO HIGIENOPOLISLocated in the central city, the mall is targeted to mid-to-upper class consumers with substantial purchasing power. Its retailers include global brands such as A|X Armani Exchange, Adidas, Benetton, Billabong, Burberry, Calvin Klein, Carolina Herrera, Levi's, Mont Blanc, Nespresso, Nike, Swarovski, Swatch,Timberland and one of the first Kiko Milano stores in Brazil.
|SHOPPING CENTER TO WATCH OUT FOR|
|Center Name||Cidade jardim shops|
|Total Size (Sq.m)||5,000|
|- Retail GLA|
|Planned Opening Date||2017|
|Consumer Profile||Upper class with high purchasing power|
|Description||Cidade Jardim Shops brings to the Jardins neighborhood an unprecedented architectural design and some of the finest domestic and international brands already present at Shopping Cidade Jardim mall. Planned to be a reference in fashion, gastronomy and lifestyle|
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT BR$/SQM/ MONTH||RANGE OF UNIT SIZES|
|Shopping Center Iguatemi||Upper class with high purchasing power||Accessorize, C&A, Calvin Klein, Chanel, Christian Louboutin, Ermenegildo Zegna Kiehl’s, Lacoste, L’Occitane, Louis Vuitton, Mac, Nespresso, Tiffany & Co, Zara||Cartier, Versace, The North Face||750||Average of 60 sq.m varying from 30 to 100 sq.m|
|Shopping Cidade Jardim||Upper class with high purchasing power||Accessorize, Bulgari, Calvin Klein, Carolina Herrera, Chanel, Christian Louboutin, Ermenegildo Zegna, Fred Perry, Gucci, Kiehl’s, Lacoste, L’Occitane, Louis Vuitton, Mac, Nespresso, Tiffany & Co, Zara, Zara Home||Prada, Piaget, Vacheron Constantin, Ralph Lauren||350||Average of 60 sq.m varying from 30 to 100 sq.m|
|Morumbi Shopping||Mid-upper class with substantial purchasing power||A|X Armani Exchange, Adidas, Anna Pegova, Billabong, C&A, Chicco, Clinique, Crocs, Fnac, Kipling, Lacoste, L'Occitane,, MAC, Michael Kors, Montblanc, Nespresso, Oakley, Pandora, Puma, Swarovski, Swatch, Timberland, Tommy Hilfiger, Zara||Apple, Ben & Jerry’s, Forever 21, GAP, Sephora||600||Average of 60 sq.m varying from 30 to 100 sq.m|
|Paulista Av.||Mid-upper class with substantial purchasing power||Only fast Fashion: Riachuelo, Marisa and Renner|
|Shopping Patio Higienopolis||Mid-upper class with substantial purchasing power||Armani Jeans, Accessorize, Adidas, Benetton, Benefit, Calvin Klein, Carolina Herrera, Chicco, Kipling, Lacoste, L'Occitane, Levi’s, Montblanc, Nespresso, Nike, Swarovski, Timberland, Tommy Hilfiger||Benefit, Lindt, Kiko Milano||350||Average of 60 sq.m varying from 30 to 100 sq.m|
|Moema District||Mid-upper class with substantial purchasing power||Only national retailers: Restoque Group, Lacoste, Canal, Santa Lolla, Mob||70||Average of 60 sq.m varying from 30 to 100 sq.m|
|Jardins District||Upper class with high purchasing power||Accessorize, American Apparel, Asics, Forever 21, Diesel, Pandora, Levi’s, LUSH Nespresso, Timberland||Forever 21||250||Average of 60 sq.m varying from 30 to 100 sq.m|
|Shopping Market Place||Mid-upper class with substantial purchasing power||Accessorize, Calvin Klein, Crocs, Faber-Castell, Lacoste, L'Occitane, MAC, Sunglass Hut||300||Average of 260 sq.m, varying from 80 to 430 sq.m|
|Shopping JK Iguatemi||Upper class with high purchasing power||Adidas, Burberry, Bulgari, Carlos Miele, Dolce & Gabbana, GAP, Lacoste, Lanvin, MAC Moncler, Miu Miu, Pandora, Sephora, Sunglass Hut, Topshop, Tory Burch, ZARA, ZARA Home||300||Average of 260 sq.m, varying from 80 to 430 sq.m|
|Shopping Analia Franco||Mid-upper class with substantial purchasing power||Accessorize, Calvin Klein, Cotton On, L’occitanne, Nike, Pandora, Sunglass Hut, ZARA||Forever 21||350|
|Shopping Center Norte||Mid-upper class with substantial purchasing power||Calvin Klein, Cotton On, Guess, Lacoste, L’occitanne, Levi’s, MAC||Intimissimi||500|
Data as of July 2016
Through immigration and migration from other parts of Brazil in the 19th and 20th centuries, Sao Paulo’s population not only grew but so did new traditions. Today, the capital of the State of São Paulo is an important economic and financial hub. It’s also one of the main centers for the development of new trends, culture and entertainment in Brazil.
In addition to its reputation as a luxury retail market, the Jardins neighborhood (composed of Jardim America, Jardim Paulistano and Jardim Europa) is also known for its gastronomy, concentrating 100 top-rated restaurants and 200 bars. There is a wide variety of restaurants, ranging from fast-foods, burgers, and steakhouses (A Figueira Rubaiyat and Rodeio) to fancy and award-winning restaurants of the most diverse cuisines. These include Italian (Nonno Rugero, Hotel Fasano), Contemporary (D.O.M and Maní), Portuguese (A Bela Sintra and Antiquarius) and others.
São Paulo has one of the largest Japanese populations outside of Japan, and sushi has become widely popular in the city. There are a variety of Japanese restaurants, especially in the Liberdade neighborhood where Japanese immigrants are concentrated, as well as in other neighborhoods.
The Vila Madalena and Pinheiros neighborhoods have become a hot spot for artists, writers, journalists, movie directors and intellectuals in general. They are among the most important areas for entertainment and are especially popular for the nightlife.
Other important high income districts that which also have been attracting the food & beverage segment include Moema/Vila Nova Conceição and Itaim. Yabany, Jun Sakamoto, Kinoshita, Jam Warehouse, and Kosushi are important Japanese restaurants located in Itaim.
It is important to point out that the most important restaurants are also located inside of the main shopping centers mentioned on the “Key Retail Areas/Streets” section of this guide. The best upscale hotels of the city also offer the greatest bars and restaurants. They include Hotel Fasano, Unique and Emiliano, which are open to the general public.
Food trucks gained space after the regulation of street food sale in Sao Paulo in 2014.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING|
|Jardins (Jardim America, Jardim Paulistano and Jardim Europa)||Ultra high-end fashion district attracts locals and tourist alike. Numerous upscale eateries||A Figueira Rubayat, Antiquarius, Arabia, Ráscal, Rodeio, Bistrô Charlô, D.O.M, A Bela Cintra, Paris 6, Arabia, Gero, Maní|
|Itaim (Amauri Street and others)||Very dense with high-income residents and young professionals. Numerous upscale eateries||Forneria San Paollo, Ecco, Parigi, Trindade,La Tamboille, Due Cuochi Cucina, Jun Sakamoto|
|Moema/Vila Nova Conceição||Very dense with high-income residents and expatriate professionals||Applebee's, Outback, Speranza, Bar do Alemão, Kinoshita, Josephine, Skye|
|Vila Madalena and Pinheiros||Hot spot for artists, movie directors and intellectuals, most known for the bars||Astor, Pirajá, Jacaré Grill, Patriarca, Posto 6, Arturito, SAJ|
Data as of July 2016
Sao Paulo Contacts
Renato M. B. S. AlmeidaManager, Brazil
T +55 (11) 5501 5493
C +55 (11) 99937 2873
Praca Professor Jose Lannes, 40 - 3 andar
Sao Paulo - SP - CEP: 04571-100 - Brasil