Brazilian premium fashion group Veste launches Le Lis, BO.BÔ, John John, and Dudalina simultaneously at São Paulo’s MorumbiShopping.
Veste S.A., one of Brazil’s leading premium fashion conglomerates, opened four stores at once at MorumbiShopping in São Paulo in March 2026. The move follows a year in which the group posted growth of over 100% in 2025, signaling a confident new phase of selective retail expansion.
580 square meters, four distinct identities
The four brands together occupy 580 square meters across independent storefronts, each designed to reflect its own aesthetic and value proposition. Combined, the stores are projected to generate an estimated annual revenue of R$ 25 million.
We will have a total area of 580 m2, divided among the four brands. Each will have its own independent space, aligned with its positioning and value proposition. Le Lis, Bo.Bô and John John are arriving at MorumbiShopping for the first time, while Dudalina returns to the mall with a robust operation. — Alexandre Afrange, CEO of Veste
Le Lis leads as the group’s top growth driver
Le Lis arrives at MorumbiShopping on the heels of opening a flagship store in the upscale Vila Nova Conceição neighborhood in February 2026. Afrange noted that mall management itself identified Le Lis as one of the most requested brands by shoppers, underscoring the label’s pull in premium retail circles.
John John debuts a bold new store concept
The John John opening introduces the brand’s new store concept to São Paulo shoppers. Built around an industrial and urban design language, the space is engineered as an immersive experience that brings together the brand’s fashion identity and the attitude of its core audience.
BO.BÔ and Dudalina round out the quartet
BO.BÔ, which caters to consumers seeking sophisticated fashion with a contemporary edge, makes its MorumbiShopping debut. Dudalina, a household name in Brazilian dress shirts and tailored fashion, returns to the mall with a revamped store uniting its men’s and women’s lines under one roof.
The simultaneous openings reflect Veste’s broader bet on combining strategic brick-and-mortar presence with digital growth and a portfolio of brands with deep roots in Brazil’s premium fashion segment.
Photo: Divulgação
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