The reserve, from Azzas 2154 (), has an ambitious goal for this year: reaching $ 1.5 billion in revenues. And should gain reinforcement in the coming months: a fashion brand wellness [bem-estar]. The new line, which should be called Sprint Reserve, will be another derivative of the mother brand, which already has mini, children’s fashion reserve, and GO reserve, footwear.
In the sports world, sprint It is a term associated with high speed races at short distances. But the reserve does not just want to focus on this modality, because it understands that this is a segment that already has players strong. The idea, according to a source of the subject, is to meet the demand of “people who want to take care” through fashion tech – Parts designed to optimize the performance of sports practices.
Sprint reserve intersections with its sister marks should also occur, with the launch of sports shoes and fashion tech also for children. Today, the Mini Reserve has the theme collections of football, because it identifies that this is an interest in the subject of the girls, just like the universe of video games.
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O Infomoney found that launching a segment wellness Inside the reserve was an old desire for Ron Meisler, founder of the brand that left Azzas 2154 in August last year. It makes sense: The former executive has just launched Rebel Ventures, with Fernando Sigal and other former supporters of the reserve, to invest and accelerate health and well-being companies.
After the creation of Azzas 2154, with the merger between Arezzo and Soma Group, the reserve was part of AR&C, the group’s men’s fashion business unit. Ron was the head From the area and, after his departure, he assumed Ruy Kameyama, who was president of BR Malls and had a seat on the fashion conglomerate council.
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Reserve brands are currently led by Joana Bittencourt, a professional who has been in the company for over eight years.
