Girish Mahajan


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Founder  Eliana Tranchesi
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Daslu inaugura o loja shopping cidade jardim

Daslu is an upmarket multi-brand boutique-department store in São Paulo, Brazil. The boutique is known as the "fashion designers mecca" of Brazil as it houses more than 60 labels plus 30 store-in-stores and is the place where Brazilian socialites, ranging from multi-millionaire soccer players to conglomerate bigwigs shop for the latest accessories and clothing. It is also a renowned shopping institution in South America for being a "purveyor" in chic and exclusive couture. The brand "Daslu" (conjunction of "from the Lu" in Portuguese) is a reference to the nickname "Lu" that was common to both partners who founded the store (Lúcia and Lourdes).


Natalie klein conta como superou a concorr ncia com a daslu


The history of Daslu began in 1958 when it was opened by businesswoman Lúcia Piva de Albuquerque Tranchesi. Using a classical mansion as its first retail location, the boutique's clientele base are made of São Paulo's elites. Today, the business has been taken over by her daughter Eliana Tranchesi who has transformed the boutique into the most luxurious department store in Brazil. In 1996, Eliana brought couture brand Chanel to Brazil and opened the brand's first international store-in-store boutique that is exclusive to Daslu. This is followed by Jimmy Choo, Louis Vuitton and Valentino, all exclusive to the establishment. The boutique had recently moved into its new and larger location, located in Vila Olimpia, a district in São Paulo.

Eliana Tranchesi died of lung cancer in São Paulo, on February 24, 2012. She was 55 years old.

Critical assessment

The store has attracted significant controversy since its opening for a number of reasons. Firstly, the store is one of the most public and unapologetic displays of São Paulo's immense economic inequality; the four-story behemoth of a store is located right next to Coliseu, one of the city's many favelas or shanty-towns. Since the beginning of the store's construction, much has been made of this geographical juxtaposition in the media. While Daslu has made an effort to launch a number of social programs in this neighborhood, it is uncertain what impact they have made.

Daslu is currently under criminal investigation for its importation procedures and tax payments. Store owner Eliana Tranchesi was caught by surprise in July 2005 when more than 300 federal police and tax agents raided the store and its offices in four Brazilian states. Eliana herself was arrested at her home and later released. On December 13, 2006, Daslu was fined approximately US$112 million (BRL$236 million) for a tax evasion scheme dating back to the year 2000.

On March 26, 2009, Eliana and her brother Antônio Carlos Piva de Albuquerque were sentenced to 94 years and 6 months in prison for smuggling, organized crime, and tax evasion.


Daslu Wikipedia

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