Brazilian luxury group JHSF is expanding its retail portfolio with the opening of CJ Fashion, its first department store, at Shopping Cidade Jardim in São Paulo.
The new store reflects JHSF’s broader strategy of building an integrated luxury ecosystem that spans fashion, hospitality, dining, real estate and leisure.
Spread across more than 4,000 square meters (43,000 square feet) and three floors, CJ Fashion is smaller than many traditional department stores but brings together around 150 brands across fashion, jewelry, beauty, accessories, food, furniture and books.
The selection ranges from international luxury labels to Brazilian designers, with a focus on combining global names with local talent.
JHSF CEO Augusto Martins said the company studied major department stores and multibrand retailers around the world before deciding to develop its own concept.
Rather than creating a large-scale traditional department store, JHSF opted for a smaller, curated format focused on personalized service.
CJ Fashion evolved from an e-commerce platform launched by Shopping Cidade Jardim. After the pandemic, the company shifted toward private shopping services, allowing customers to communicate directly with personal shoppers.
According to Martins, sales through the private-shopping service quickly reached the level previously generated by the e-commerce business, encouraging JHSF to develop a physical store around the service.
“We realized that 80 percent of purchases ended with customers messaging private shoppers for ideas and suggestions,” Martins said.
He described CJ Fashion as a compact department-store model where products are selected deliberately and customers receive more individualized attention.
The first floor features international luxury labels including Balmain, Brunello Cucinelli, Isabel Marant and Fusalp, alongside Brazilian fashion and jewelry brands such as Paula Raia, Alexandre Furmanovich and Cris Ruas.
The location also houses Latin America’s first Tom Ford Beauty shop.
Publishing house Assouline has established its first standalone Brazilian location at CJ Fashion, with approximately 1,500 books covering fashion, art, design, travel and lifestyle.
Other international brands include Proenza Schouler, Zimmermann and Victoria Beckham.
The store will also host temporary “Special Residencies,” giving selected designers and creators dedicated spaces. The initial lineup includes Brazilian jeweler Fernando Jorge, Gracinha Carvalho’s hand-painted porcelain collection and furniture and decorative pieces by Lucas Recchia.
The second floor brings together about 40 Brazilian and international brands across categories including occasionwear, resortwear, athleisure, accessories and lifestyle.
A mezzanine area, known as CJ Mares, features labels including Zimmermann, Victoria Beckham, Oscar de la Renta, Elie Saab, Etro, La DoubleJ, Missoni, Nili Lotan, Magda Butrym, Proenza Schouler and Stella McCartney.
Brazilian stationery, home, gifting and jewelry brands are also represented.
The third floor focuses on footwear, handbags and accessories, with brands such as Aquazzura, Fratelli Rossetti, Gianvito Rossi, René Caovilla and Glorinha Paranaguá.
The store also incorporates three dining concepts: Café Villa Piva, focused on wellness-oriented food; Balsamico CJ Fashion, inspired by classic Palm Beach cuisine; and Café Birman, offering breakfast and lighter afternoon options.
Architect Carolina Proto of Estúdio Obra Prima designed the interiors with the goal of creating a residential atmosphere rather than a conventional department store.
Natural materials, warm textures, contemporary furnishings and large organically shaped rugs are used throughout the space. The walls feature works by Brazilian and Latin American artists through a partnership with Simões de Assis gallery.
The store also uses an integrated checkout system, allowing customers to purchase products from multiple brands at a single point. Specialists are trained to guide shoppers across different categories and labels.
JHSF was founded in São Paulo in 1972 by José and Fábio Auriemo, Henrique Falzoni and Silvio Sandoval. The company has since developed a portfolio spanning luxury retail, real estate, hotels, restaurants and private aviation.
Rather than immediately announcing additional department stores, Martins said JHSF is currently focused on bringing more international luxury franchises to Latin America.
The group already operates Brazilian franchises for brands including Celine, Alaïa, Gianvito Rossi, Aquazzura, Zimmermann, Isabel Marant, Chloé and Balmain, while upcoming openings include Loro Piana, Tiffany and Chanel at Shopping Cidade Jardim.
Martins said CJ Fashion’s business model was designed with potential expansion in mind.
“The CJ Fashion model was designed to be replicated in other JHSF developments and, above all, in other countries,” he said.
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