A Touch of Brazil in Los Angeles
There’s a bit of Brazil tucked into a corner of the Westfield Fashion Square in Sherman Oaks, Calif., where Brazilian footwear and accessories brand Carmen Steffens houses its U.S. flagship store.
When Mark Willingham, president of U.S. operations, opened the California store in 2006, the idea was to establish an American base and then begin rolling out additional stores.
That time has come, with stores in New York and Miami scheduled to open in the next six months. More U.S. stores are on the way—up to 60, according to the company—which will join an international fleet of nearly 170 stores. Carmen Steffens recently opened stores in Aix-en-Provence, France; Marbella, Spain; and Johannesburg, South Africa, and has plans for stores in Paris; Tokyo; and St. Tropez, France.
“We go where the market calls us,” Willingham said. “We get requests from around the world, and when we get enough requests for a market, we go where the people are pulling us.”
Founded in 1993 by Mario Spaniol, Carmen Steffens produces handcrafted women’s shoes and handbags in its facility in Franca, Brazil. Carmen Steffens’ headquarters also houses the company’s tannery, where leather is treated, pintucked, hand painted and dyed to create the sophisticated Brazilian look of the shoes and handbags.
The company’s vertical operations allow it to produce small quantities and tailor the product to the individual stores. Producing in smaller quantities has another benefit, according to Leticia Willingham, Carmen Steffens’ national manager of U.S. operations. With limited quantities, customers know they are getting a special product—and they know they will find new styles every time they visit the store.
The collection is designed by Spaniol’s wife, Monalisa, and for Fall/Winter 2011, she drew inspiration from Satilde;o Paulo’s cityscape and incorporated bright colors and fluorescent accents into the line. In addition to boots (from ankle to thigh-high), the collection includes plenty of daytime flats and sexy sandals—including the company’s signature platform style.
Most shoes are retail priced between $200 and $350. Handbags range from $350 to $650.
Shoe Show and Launch PartyCarmen Steffens hosts a launch party for the Fall/Winter 2010 collection on Aug. 12 at the company’s U.S. flagship store at Westfield Fashion Square in Sherman Oaks, Calif.
During the day, the company is serving wine and light hors d’oeuvres while shoppers preview the newest collection, and in the evening, the company is hosting an invitation-only event for VIP guests. There are more details on the launch events on the TradeTalk blog at ApparelNews.net.—Alison A. Nieder
