Founded in 1974 by Renato Kherlakian, Zoomp was born with a bold and innovative spirit, betting on the appreciation of Brazilian jeans in a market hitherto dominated by international references. The beginning was modest, with only a few sewing machines, but the proposal of differentiated modeling and bold aesthetics soon drew attention. In a short time, the brand is no longer just another label to become an urban symbol and desire among young Brazilians.
Consecration came when the logo yellow ray crossed borders and began to be recognized internationally. Zoomp has even had stores in 10 countries. High impact advertising campaigns and starry parades boosted the brand to fame. Icons like Gisele Bündchen, early in his career, and renowned photographer Mario Testino collaborated to reinforce Zaomp’s fashion image. These names helped position the brand as a reference in Jeanswear Premium in Brazil.
In the years following its international expansion, Zoomp began to face serious difficulties in managing its own growth. The fashion scenario in Brazil changed rapidly with the opening of the market to imported products and the rise of large retail networks. The brand, which once led Jeanswear’s premium segment, lost space and had difficulty maintaining its position.
New owners did not solve financial problems
In 2006, Zoomp’s control went to the Holding HLDC, by businessmen Enzo Monzani and Conrado Will, who took over the company’s debts, estimated at $ 130 million, in an attempt to restructure it. At the same time, the Global Capital Funds Administrator signed a brand management contract.
At the end of 2007, HLDC announced the creation of the I’M (Identity Fashion) group, which aimed to bring together big names in Brazilian fashion under the same umbrella, such as Zoomp, Alexandre Herchcovitch and Fause Haten. However, the project was not sustained: in March 2008, both Herchcovitch and Haten left the group, signaling the start of dismantling this attempt to consolidate in the sector.
Decreed bankruptcy
Dipby in labor and service providers, Zoomp was bankrupt in 2009, in a debt collection process powered by a brand supplier. The company’s factory in Barueri, Greater São Paulo, was closed. The company appealed the decision and bankruptcy was revoked. That same year, the court approved the request for judicial recovery from Zoomp. And in 2010, the brand closed all its physical stores.
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Six years later, Zoomp was awarded in a court auction that declared Alberto Hiar’s K2 – the “Turkish Loco” – as the new owner of the brand. The business, however, was contested in the courts. Zoomp itself issued a note at the time stating that the acquisition was being questioned in court, which raised doubts about the legality of the brand’s isolated sale without the other assets of the company.
Hiar mobilized lawyers to try to structure a purchase that would avoid the millionaire liability of the former management, something that had already removed other potential investors.
Domino effect
The controversial buy from Zoomp, however, had severe consequences for K2 itself. The initial value of the acquisition – R $ 5 million in entry, in addition to about R $ 1 million invested in advertising – would have left directly from the Cavalera coffers, also administered by Hiar.
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Over the years, financial problems have gotten worse. In 2021, K2 went into judicial recovery after a strong drop in sales and internal friction between the partners.
Although it was able to approve a payment plan, the Public Prosecution Service began to pressure from bankruptcy of the company, claiming that K2 was not fulfilling the obligations of the agreement and accumulated delays, including the judicial administrator of the process.
For Zoomp, they were only promises of a relaunch. Under K2’s management, the brand even had a pop up Store at Oscar Freire, trendy Grifes Street in Sao Paulo, which could not resist the pandemic.
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In a quick search on the internet, you can find new zoomp pieces sold in Market Places and Outlets. The brand did not cease to exist, but it is not even the strength it has already had in the past.
