Daslu
Encyclopedia
Daslu is a posh 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 socialite
s, 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).
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
.
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 favela
s 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 USD$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
.
Boutique
A boutique is a small shopping outlet, especially one that specializes in elite and fashionable items such as clothing and jewelry. The word is French for "shop", via Latin from Greek ἀποθήκη , "storehouse"....
-department store
Department store
A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...
in São Paulo
São Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
, Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
. 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 socialite
Socialite
A socialite is a person who participates in social activities and spends a significant amount of time entertaining and being entertained at fashionable upper-class events....
s, 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
South America
South America is a continent situated in the Western Hemisphere, mostly in the Southern Hemisphere, with a relatively small portion in the Northern Hemisphere. The continent is also considered a subcontinent of the Americas. It is bordered on the west by the Pacific Ocean and on the north and east...
for being a "purveyor" in chic and exclusive couture. The brand "Daslu" (conjunction of "from the Lu" in Portuguese
Portuguese language
Portuguese is a Romance language that arose in the medieval Kingdom of Galicia, nowadays Galicia and Northern Portugal. The southern part of the Kingdom of Galicia became independent as the County of Portugal in 1095...
) is a reference to the nickname "Lu" that was common to both partners who founded the store (Lúcia and Lourdes).
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
Chanel
Chanel S.A. is a French fashion house founded by the couturier Gabrielle "Coco" Chanel, well established in haute couture, specializing in luxury goods . She gained the name "Coco" while maintaining a career as a singer at a café in France...
to Brazil and opened the brand's first international store-in-store boutique that is exclusive to Daslu. This is followed by Jimmy Choo
Jimmy Choo
Dato' Jimmy Choo, OBE, born Choo Yeang Keat, is a Malaysian fashion designer based in London, United Kingdom. He is best known for founding Jimmy Choo Ltd that became known for its handmade women's shoes....
, Louis Vuitton
Louis Vuitton
Louis Vuitton Malletier – commonly referred to as Louis Vuitton , or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most products, ranging from luxury trunks and leather goods to ready-to-wear, shoes,...
and Valentino
Valentino SpA
Valentino SpA is a clothing company founded in 1959 by Valentino Garavani. Nowadays it is a part of Valentino Fashion Group. New creative directors Maria Grazia Chiuri and Pier Paolo Piccioli will take Alessandra Facchinetti's seat as creative designer...
, all exclusive to the establishment. The boutique had recently moved into its new and larger location, located in Vila Olimpia
Vila Olímpia
The Vila Olímpia is an upper class neighborhood in the city of Sao Paulo, capital of the state of Sao Paulo, in the district of Itaim Bibi....
, a district in São Paulo
São Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
.
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 favela
Favela
A favela is the generally used term for a shanty town in Brazil. In the late 18th century, the first settlements were called bairros africanos . This was the place where former slaves with no land ownership and no options for work lived. Over the years, many freed black slaves moved in...
s 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 USD$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
Smuggling
Smuggling is the clandestine transportation of goods or persons, such as out of a building, into a prison, or across an international border, in violation of applicable laws or other regulations.There are various motivations to smuggle...
, organized crime
Organized crime
Organized crime or criminal organizations are transnational, national, or local groupings of highly centralized enterprises run by criminals for the purpose of engaging in illegal activity, most commonly for monetary profit. Some criminal organizations, such as terrorist organizations, are...
, and tax evasion
Tax evasion
Tax evasion is the general term for efforts by individuals, corporations, trusts and other entities to evade taxes by illegal means. Tax evasion usually entails taxpayers deliberately misrepresenting or concealing the true state of their affairs to the tax authorities to reduce their tax liability,...
.