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. 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 (144) and gross leasable area (GLA) at 4 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 53 shopping centers totaling 1.9 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 Missoni are part of the retail scene.
Some brands not considered to be luxury in Europe or the U.S. have entered and expanded quickly in Brazil with a high degree of success. In Brazil, these brands target Class A and B consumers, largely due to the high impact of import taxes on the final price of their merchandise. Examples include Zara, Tommy Hilfiger, Diesel, Timberland, Lacoste, Adidas, Puma, and Nike.
Streets such as Oscar Freire, Haddock Lobo, Bela Cintra, and Alameda Lorena in the Jardins district of Sao Paulo are comparable to the world’s most prominent consumer centers, where vacancies are extremely low and asking rents are continuously growing.
The most important shopping centers, those that attract the largest national and international retailers, are Shopping Iguatemi Faria Lima, Shopping Cidade Jardim, Morumbi Shopping, Shopping Market Place, Pateo Higienopolis, Shopping Vila Olimpia. Future Shopping projects include Iguatemi JK, Shops Jardins and Praça Oscar Freire.
Some brands with no prior presence in Brazil, such as YSL, Balenciaga, Tory Burch, Tod’s, Coach, Miu Miu, Alexander McQueen, Balmain, Topshop, Lanvin and Sephora, are negotiating new locations at the new Shopping Iguatemi JK, which launched in the spring of 2012.
Shopping Center Iguatemi São Paulo
Iguatemi, 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 Jardim
Opened 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.
Located 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.
Located 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, Calvin Klein, Carolina Herrera, Levi’s, Mont Blanc, Nespresso, Nike, Swarovski, Swatch, and Timberland.
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.
Market Place Shopping Center
Market 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, Golla, Lacoste, L’Occitane, MAC, and Readley.
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.
|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, Bulgari, C&A, Calvin Klein, Chanel, Christian Louboutin, H. Stern, Ermenegildo Zegna Kiehl’s, Lacoste, L’Occitane, Louis Vuitton, Mac, Nespresso, Tiffany & Co, Zara||Burberry, Gucci, Juicy Couture, Kate Spade, Michael Kors, Bottega Veneta, Tory Burch||600||Average of 60 sq.m varying from 30 to 100 sq.m|
|Shopping Cidade Jardim||Upper class with high purchasing power||Accessorize, Bulgari, C&A, Calvin Klein, Chanel, Christian Louboutin, H. Stern, Ermenegildo Zegna, Kiehl’s, Lacoste, L’Occitane, Louis Vuitton, Mac, Nespresso, Tiffany & Co, Zara||Cavalli, Gucci, Prada, Canali, La Martina, Cartier, Dior, MiuMiu, Tod’s, Tag Heuer||564||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, Carmen Steffens, C&A, Chicco, Clinique, Crocs, Fnac, H. Stern, Hugo Boss, Kipling, La Façon, Lacoste, L'Occitane, L'Ottica, MAC, Montblanc, Nespresso, Oakley, Puma, Swarovski, Swatch, Timberland, Tommy Hilfiger, Vuarnet, Zara||380||Average of 60 sq.m varying from 30 to 100 sq.m|
|Pateo Higienopolis||Mid-upper class with substantial purchasing power||A|X Armani Exchange, Accessorize, Adidas, Benetton, Billabogn, Calvin Klein, Carolina Herrera, Chicco, H. Stern, Kevingston, Kipling, Lacoste, L'Occitane, Levi’s, Montblanc, Nespresso, Nike, Swarovski, Swatch, Timberland, Tommy Hilfiger||350||Average of 60 sq.m varying from 30 to 100 sq.m|
|Shopping Vila Olímpia||Mid-upper class with substantial purchasing power. Traffic is concentrated on business days due to restaurant alternatives||Calvin Klein, Carmen Steffens, H. Stern, L' Occitane, Levi’s, Swatch||250||Average of 60 sq.m varying from 30 to 100 sq.m|
|Market Place Shopping Center||Mid-upper class with substantial purchasing power||Accessorize, Calvin Klein, Crocs, Faber-Castell, Golla, Lacoste, L'Occitane, MAC, Readley||230||Average of 60 sq.m varying from 30 to 100 sq.m|
|Oscar Freire Street||Upper class with high purchasing power||Billabong, Calvin Klein, Carmen Steffens, Lacoste, Fabrizzion Giannone, Timberland, Addidas, Asics, Nike, Nespresso, Tommy Hilfiguer, Reebok, Pandora, John John Jeans, L'Occitane||230||Average of 260 sq.m, varying from 80 to 430 sq.m|
|Haddock Lobo Street||Upper class with high purchasing power||Acessorize, Cartier, Dior, Ermenegildo Zegna, Louis Vuitton, Max Mara, Salvatore Ferragamo, United Colors of Benetton, Van Cleef & Arpels, Mark Jacobs||162||Average of 260 sq.m, varying from 80 to 430 sq.m|
Data as of August 2012
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. Food is a vital part of the culture, and there are more than 12,500 restaurants, spread in diverse locations, and more than 50 types of cuisine from all over the world.
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.
|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, Rodeio, Nonno Rugero, 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||Dressing, Forneria San Paollo, Ecco, Pariggi, Trindade, Bar des Arts, La Tamboille, Due Cuochi Cucina, Jun Sakamoto, Eñe|
|Moema/Vila Nova Conceição||Very dense with high-income residents and expatriate professionals||Applebee's, Outback, Chili’s, Speranza, Bar do Alemão, Kinoshita, Josephine|
|Vila Madalena and Pinheiros||Hot spot for artists, movie directors and intellectuals, most known for the bars||Astor, Bar do Sacha, Pirajá, Drake’s, Patriarca, Posto 6, Grazie a Dio!, Arturito|
Data as of August 2012