The Artful Blogger Goes Shopping: Daslu, Saõ Paolo

Do you remember the theme song to Cheers? It’s famed for being the place to go “where everybody knows your name”. The idea is that the bartenders know your drink and you’re in a safe haven. It’s an atmosphere for friends to gather.

At Daslu, they don’t just bring you your drink. If everyone there knows your name, then they also bring you racks of designer clothing, electronics, appetizers and shoes.

Versailles in the jungle? No, it's Daslu's
flagship store.

The famed Daslu is described by many as perhaps the ultimate luxury shopping experience. Located in Saõ Paolo, Brazil, the shop is the brainchild of Brazilian socialite Lúcia Piva de Albuquerque Tranchesi. Seeing a lack of major luxury goods available in her city, the native Paulista brought Brazilian haute couture to the capital city by showcasing the latest high fashion in her home. The very name “Daslu” is a colloquialism that loosely means “Lu’s place”. In the afternoon hours, she would invite her wealthy socialite friends to peruse the collections and allow them to purchase these items. Eventually, the idea and the merchandise stock grew, and a gigantic new shop was opened away from the Tranchesi home.

Today, Daslu’s flagship store is housed in a massive 180,000 square foot complex not too far from its original location. (They also have a smaller retail space in the Morumbi neighbourhood). Intended as an oasis for the mega-wealthy to shop in peace, Daslu has an otherworldly quality, but boasts an intimacy with its customers and availability of luxury merchandise that is nearly unheard of anywhere else in the world. Tranchesi’s philosophy was to cultivate its client base by getting to know her shoppers and their families well, and to foster brand loyalty as their families grow and children become enterprising, fashionable young consumers into adulthood. Tranchesi's daughter Eliana, who took over the business in 1983 after her mother’s passing, has continued that philosophy. The idea is that their clients are their friends. It makes for a far less impersonal connection between customer and merchant.

VIP Shopping Lounge

The Daslu complex requires customers to pass through two security gates before setting foot in the building. Almost nobody arrives on foot, and public transportation doesn’t exactly drop off busloads of tourists at the front door. Upon arrival, each guest’s regular salesgirl – known as Dasluzettes – greets the shopper at the front entrance and, if the customer is a returning client, then the Dasluzete will have already arranged for a private VIP shopping salon containing clothes of the latest finds. These are usually tailored to the customer’s tastes and brand preferences. (It goes without saying that price is not a barrier to a sale.) Valets take care of your vehicle as you alight and step into Daslu. The shop is not so much a building so much as it is, scale-wise, the Brazilian version of Versailles. The motif is Renaissance, but an intimate feel is apparent as the merchandise is well-displayed in long mazes of interconnected drawing-rooms. 

The Artful Blogger Goes Shopping: TSUM, Moscow

Special to Retail-Details

Last week’s article on GUM in Moscow generated some unexpected intrigue. At least where the Blogger lives, there is a lack of awareness of luxury shopping in the Russian capital and readers have commented that thanks to the post, they have found their “new happy place”.

Although GUM is a luxury shopping mall, readers did ask about the leading luxury department store in Moscow, comparable to a Saks, Bloomingdales, Barneys or Harvey Nichols. Behold, TSUM.

Located in central Moscow not far from its chief rival GUM, TSUM (rhymes with “gloom” but far from gloomy) affords luxury shoppers an intimate and personalized shopping experience. Housed in a formerly drab state department store, it is now one of the ultimate shopping destinations not only in Russia, but in all of Europe.

Verber, with Naomi Campbell

One cannot understand TSUM without knowing something of the powerful woman behind it. TSUM’s fashion director is the mercurial Alla Verber, known as a long-time fashion power broker for Russia. In this interview for ABC News, no less than George Stephanopoulos compared Verber to the formidable Anna Wintour in terms of her clout. Trained in fashion and business in the West during the Soviet era, Verber returned to Moscow after the fall of Communism with a big idea: to bring the same luxury brands she loves into her beloved Russia. In an era when more democratically priced brands such as Levi’s and Calvin Klein were the most coveted designer clothes, Verber’s idea was unheard of, even at the end of the Soviet era. She spearheaded the revitalization of TSUM and shepherded it into its current form, which stands as a lasting testament to Verber’s love of couture and intense commercial ferocity. TSUM was spotlighted on the English-language site Moscow Out (via Russia Today) earlier this year, and includes an interview with Verber herself (the interview begins at 4:58).

The Artful Blogger Goes Shopping: GUM, Moscow

Special article for Retail Detail.

GUM corporate logo

This year, Forbes magazine reported that 79 of the year’s billionaires live in Moscow, more than in any other city in the world: that’s billionaire, not millionaire. This statistic means that there is plenty of wealth going around than ever before and a sign that, 25 years after Perestroika, Communism has indeed gone the way of the floppy disk.

With such an abundance of luxury, it’s no wonder that some of the world’s most luxurious shopping is now done in Moscow, with the largest shopping centre being GUM Trading House. GUM (pronounced like “doom” with a “g”, but far more pleasant) is located in Red Square and close to St. Basil’s Cathedral, situating it in perhaps the single most prominent and immediately recognizable area in all of Russia. The acronym “GUM” is derived from the Cyrillic “ГУМ”, meaning “State Department Store”, and was originally built as a shopping mall with an astonishing 1,200 stores housed within its walls. During Stalin’s reign, it was initially converted into an office and it even displayed his wife’s body following her suicide in 1932. Grim. Eventually, GUM was converted back into a department store and became one of the few well-stocked shops in the nation, given its centrality and its location next to the Kremlin. (Yes, Lenin is likely turning over in his grave next door.) Of the many state department stores, the one in Red Square stands alone today and remains the most iconic.

GUM, in all its glory. Note original architecture preserved.

Once the Soviet Union collapsed, plans were eventually in place to at first partially, and then fully privatize GUM. It is now owned and operated by the Russian luxury goods distributor and boutique magnate Bosco di Ciliegi. Concurrent with the collapse of Communism, many Russian capitalists stepped out of the socialist closet and were eager to shop. Designers and shop operators, sensing a nascent new market on the verge of explosion, rushed to fill GUM with luxury goods to an eager public flush with wealth. 

GUM promenade, lit up at night

Fashionistas and even casual luxury brand admirers (such as this writer) are surrounded by a nearly obscene number of designer brands with stand-alone boutiques, such as Armani, Sonia Rykiel, Burberry, Hugo Boss, Dior, Hermes and Frey Willie. Luxury brand names populate their retail spaces with considerable amounts of haute couture, in addition to their second lines and prêt-a-porter collections. The Russian designer Valentin Yudashkin, whose haute couture works are so innovative and coveted that they have been on display both at Paris Fashion Week and at the Louvre, has one of his major shops here.