Farm Rio’s guide to taking a Brazilian brand international

Farm Rio is on a quest to become among the handful of Brazilian clothing and footwear brands to go global like Havaianas flip flops.

To do it, the 23-year-old label, known for its bold, fun prints with tropical motifs, is manufacturing abroad, using collaborations with popular global brands like Levi’s to build awareness and leaning into its Brazilian heritage of colour and bold, tropical prints. A unit of publicly traded Grupo Soma, Farm Rio is making inroads at top global department stores from Neiman Marcus to Saks Fifth Avenue and its Farm Rio’s flagship New York store beat sales predictions by over 50 per cent. Farm Rio revenues outside Brazil jumped 217 per cent to 63.4 million reais ($12.5 million) in the first nine months of 2020, with domestic revenues of $69.8 million.

By Christiana Sciaudone via Vogue Business

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