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Inside Brazil’s Radical Retail Giant

With annual sales of $7 billion, an aggressive digital strategy and a slew of recent acquisitions, Magazine Luiza is determined to conquer fashion.

Lu, a virtual influencer with over 25 million social media followers created by Brazilian retail giant Magazine Luiza (also known as Magalu) featured in a campaign for Adidas and Farm Rio. — Lu, a virtual influencer with over 25 million social media followers created by Brazilian retail giant Magazine Luiza (also known as Magalu) featured in a campaign for Adidas and Farm Rio. (Magazine Luiza)

By

Graciela Martin

01 March 2022

BoF PROFESSIONAL

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Brazilian retail moguls know how to make a big impression. For decades the most successful among them have created sprawling chains of supersized stores, amassing fortunes that would be unimaginable in other markets. Today, even the avatars these giants use to generate marketing buzz tend to operate on a scale fit for a country the size of a continent.

About the author

Graciela Martin

Graciela Martin is a contributing writer at The Business of Fashion. She is a journalist, content strategist, and consultant based in London.

In This Article

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