Daslu is a luxury brand created in the 1990s by businesswoman Eliana Tranchesi, who died in 2012, a victim of cancer. It is considered the pioneer of luxury brands in the country, opening doors for many international brands.
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For decades, the brand's stores served as an almost casual environment for consumers, who were served by uniformed employees who treated them as if they were in a mansion. However, the brand is about to be auctioned due to a bankruptcy process, and whoever buys it will have some challenges in resurrecting the name.
One of them is competition. For a long time, Daslu was a differentiator in the market, and all consumers looking for exclusivity went there. However, today many brands offer similar services, making the job of regenerating those who buy them more complex.
In addition, the buyer will have to face the reputational crisis that the store has reached. Around 2005, Tranchesi was arrested for tax evasion and for selling illegal products in her stores. And this happened at the same time that a megastore was inaugurated with an investment of R$ 100 million.
In the following years, the brand lost more and more customers, and in 2010 it was just a shadow of what it was when it was launched. Its megastore was sold in 2011 for BRL 65 million to businessman Marcos Elias.
After this sale, Daslu tried to reinvent itself, opening a multi-brand chain in malls in São Paulo, Ribeirão Preto and Brasília. However, in 2016, the company was evicted from the JK mall due to non-payment of rent, whose debt reached BRL 3 million. In the other units, the scenario was similar, causing the company to be left with an even greater debt than when it tried to recover.
The result of all this was bankruptcy, reaching the point of auctioning the Daslu brand name and 50 sub-brands of the company. Who will lead the auction, which will take place on May 11, is the Sodré Santoro house. The minimum bid amount is BRL 1.4 million, and if nobody is interested, two extra events have already been scheduled, for the 19th and 26th of May.
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