Page 16 - RLI June 2019

On The FrOnT

FOOT

Created with the idea of offering its customers
shoes, bags and accessories that incorporate a

unique and sophisticated design, the products of
Carmen Steffens are developed in line with the
latest national and international trends. Here, RLI

sits down with company Founder Mario Spaniol
to discuss the brands origins and where it plans

to go in the coming months and years.

Brickell City Centre
Miami, US

he brand, named as a tribute from Founder In 2015 the company’s second brand called CS Club was Spaniol feels that social media is extremely important and they
Mario Spaniol to his mother, Carmen Steffens, launched, offering more affordable and more basic items in are currently working hard on growing with the new trends of
originated in the city of Franca, in the terms of design aesthetic. This additional offering was key in internet marketing and finding the best ways to reach potential
Tnortheastern region of São Paulo in 1993. It keeping the company growing in these difficult times, and customers, whilst also maintaining the best possible customer
has grown considerably in this time and is now part of they have now opened 87 CS Club stores to date. experience at its websites, particularly on mobile platforms.
the Couroquímica group, which has its own tannery - Carmen Steffens has this year opened a new flagship on So why does Spaniol feel customers have remained loyal,
guaranteeing the quality and speed in the manufacture of Oscar Freire Street in São Paulo, whilst CS Club has launched and what is it that has kept the brand on top for the past
its products. a new store as well. quarter of a century?
Today the company is one of the most prestigious and “Looking forward we are excited to enter the Asian “Customers remain loyal when they try our products and
admired brands in the footwear, clothing and accessories market, along with expansion in the US, initially in Florida, feel the quality of what we produce, along with the fitting
sectors, with endorsements from the likes of Madonna, California and Texas. In Brazil we plan to open at least 50 of our shoes that are very comfortable and the unique
Jennifer Lopez, Paris Hilton and Eva Longoria. The brand new boutiques of our brands. We are also expanding in customer experience they
operates 560 stores in 19 countries, and while most of its Europe in Portugal and Spain, while other countries we are receive in our boutiques. As “Customers remain loyal when
stores are in Latin America, there are also locations in the going to grow in internationally are Colombia and Mexico,” for our success, that is down they try our produCts and feel
US, Mexico and France. says Spaniol. to our unique DNA and what
The products of Carmen Steffens are all created with With a brand known on a global level, the company we deliver to our customers the quality of what we produCe”
high quality and differentiated leather, exclusively in their still continues to push the boundaries, and it does this by when comparing our price
own factory, guaranteeing quality for its consumers. The compiling global research of current and upcoming trends point to European luxury brands around the world.”
company’s mission is to be the first truly Brazilian brand to in the market, remaining creative, ensuring they have the The ethos of Carmen Steffens is to create unique
be recognised worldwide. best and most-up-to-date equipment at its factories and by Brazilian designs not found in any other brand, delivering a
The retail sector in Brazil has been in somewhat of a crisis employing the best possible team at every sector in order to level of exclusivity, beauty and quality to its customers that
in recent years, but has begun to turn itself around. keep the company at the cutting edge. will satisfy them.
“Retail has been very challenging during this period, but Carmen Steffens has an offer that translates well across “With the knowledge we have gained from the difficult
we have a powerful brand with over 25 years of history, international borders, as they have been exporting their times and the fact we had to improve in so many areas, we
and clients from the upper class who are still purchasing products internationally for about 25 years. They still study are more prepared to perform at an even higher level now
shoes, handbags, apparel and accessories from our company, carefully the markets they enter, and where they do not that the economy is showing signs of changing for the better.
however I have recognised we have had to work harder believe they are a good fit, they prefer not to have a presence. We have a chance to offer fantastic prices in so many markets
than ever to keep growing in this period,” explains Carmen The brand today still has its unique Brazilian DNA, but they that we believe we will grow significantly internationally in
Steffens Founder Mario Spaniol. have globalised their style predominantly over the years. the coming years,” concludes Spaniol.

16 reTAIL & LeISUre InTernATIOnAL JUNE 2019