If you have paid a visit to Liberty London recently, it is likely you will have noticed a giant tree sprouting up inside the store’s entrance. This is thanks to Brazilian womenswear brand Farm Rio, who is taking over the atrium until mid-October. It will then continue to grow its presence in the UK by opening its first standalone store on Chelsea’s King’s Road towards the end of 2023 [exact date TBC].
The brand is owned by Grupo Soma, Brazil's largest fashion retail group, and already has 90 stores in its native Brazil, three in the US, three in France and one in Turkey.
With existing UK stockists including Net-a-Porter, Matches and Anthropologie, as well as a direct-to-consumer website, Drapers spoke to the brand’s global CEO Fabio Barreto – who is also moving to London himself later this year – about the history of the brand, why he believes it works for a UK customer and what is next on the horizon.
How is business at present?
Just four years after its launch [outside of Brazil, Farm Rio opened its first international store in Soho, New York, US in 2019] the brand has achieved remarkable revenues of approximately $110m (£89m) over the last twelve months [July 2022 to June 2023 – revenue from July 2021 to June 2022 was $75m (£62m) – a growth of 46%].
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Even more striking is the substantial 30% growth in 2023 compared to the previous year. The expansion in Europe is one of the main reasons for this growth.
Tell us about taking over the atrium at Liberty London – how did you create the design and how has reaction been?
The Farm Rio takeover narrates the tale of a surreal winter forest and its vibrant inhabitants, from macaws and black jaguars to mushrooms and radiant stars. At its centre, a towering 12-metre giant tree graces Liberty's atrium, adorned with meticulously handcrafted embellishments crafted in collaboration with the UNESCO [United Nations Educational, Scientific and Cultural Organisation] recognised Instituto Proeza [an educational institution in Brazil].
Brazilian multi-artist and visionary, Gringo Cardia, is the mastermind behind the concept, while seasoned carnival expert, Leandro Assis, is the genius responsible for its flawless execution.
Since the installation on 1 September, the response has been overwhelmingly positive. It's nearly impossible for anyone visiting Liberty not to pause for a photo or take a moment to admire the tree. So much so, due to the initial success of the installation so far, Liberty has requested it to remain on display until 11 October.
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Farm Rio's installation inside Liberty's atrium
How long has Farm Rio been stocked by Liberty?
Our collaboration with Liberty began last year in June with our initial pop-up store. Since then, we have been offering our signature printed dresses, tops, jumpsuits, bottoms and cardigans, among other products (with an average price of £200). In August, we proudly unveiled our permanent concession spanning 32 sq ft within the women’s contemporary space.
The experience of working alongside Liberty has been a true pleasure and an immense honour for us. We believe that Liberty's customer base shares a deep resonance with Farm Rio's ethos as both seek out exquisitely crafted pieces that radiate joy and optimism.
Farm Rio is opening its own store on King’s Road later this year. What can be expected from the store and why did you land on that location?
The upcoming Farm Rio store opening on King’s Road later this year [exact date TBC] promises an immersive and vibrant shopping experience that encapsulates the essence of our brand.
King's Road is renowned for its fashion-forward and culturally diverse atmosphere, making it an ideal destination for Farm Rio. We believe the area's dynamic and creative energy will resonate with our brand, and it provides an excellent opportunity to connect with our customers in London and beyond.
The brand began life in 1997. Please can you tell us about the founders and the ethos behind the brand?
Farm Rio was founded by childhood friends Katia Barros and Marcello Bastos in Rio de Janeiro. It all began at Babylonia Hype Fair, a marketplace in Rio de Janeiro, modelled after London’s famous Spitalfields. The first store was opened in 1999 in Rio de Janeiro and in 2004 the brand started its expansion to the rest of Brazil, reaching 90 stores as of today.
At its core, Farm Rio emerged during a time when European and American fashion trends heavily influenced the Brazilian fashion scene. However, Barros was determined to create something uniquely and authentically Brazilian. Her vision revolved around fashion that embodied the spirit of Brazil – sun-kissed, colourful and light. The brand's designs celebrate the diverse landscapes – fauna and flora – that characterise Brazil. It's also a celebration of self-esteem and self-love, a recognition of the beauty in people, nature and cultural heritage. It’s about dressing in happiness.
Farm Rio's now permanent concession space at Liberty London
Farm Rio is known for its colourful prints, which are all created in-house. Please can you tell us a bit more about that process?
The inception of our collections begins with the creation of our prints, marking the very foundation of our creative process. We're proud to maintain an in-house team of 40 talented designers, all based in Brazil. These artists bring our prints to life, starting from the initial sketch. These designers are true visionaries and some of our prints are even meticulously hand-drawn, showcasing their exceptional artistic talents. This commitment to in-house print creation is a cornerstone of Farm Rio's unique and vibrant aesthetic.
Where is Farm Rio focussing on expanding next, aside from the UK?
We are focusing on the USA, UK and France. Among our plans inEurope is the opening of our first store in London in December 2023 and, hopefully, Paris in March 2024.We also have plans to expand to the Middle East, Greece and Turkey through local partners.
