Guararapes opens new Riachuelo flagship in São Paulo

Guararapes Confecções fashion retail arm, Riachuelo, opened a new store on Oscar Freire street in São Paulo on Wednesday, September 23, 2026. The opening marks the brand return to the upscale shopping street and showcases its new store concept.

For the second half of the year, Riachuelo plans 14 openings and seven store renovations, with most scheduled to finish by the end of October. Five stores have already opened under the new format. Among the renovations, two follow specific projects in Oscar Freire and Ipanema in Rio de Janeiro, while five adopt a model introduced late last year in a São Paulo pop-up shop.

CEO André Farber stated that total investment across the full cycle of renovations and openings should reach between R$ 3 billion and R$ 4 billion. That plan covers an existing base of 350 stores plus 150 new openings. Farber noted that the company usually opens around 15 stores per year and expects a comprehensive reading of the new format returns by April 2027.

Executive Marketing Director Cathyelle Schroeder noted that the new operations have delivered rising average tickets, Net Promoter Scores, and in-store dwell times compared to the network average. The Oscar Freire unit spans 416 square meters across three floors, featuring smart fitting rooms, self-checkout, and a dedicated store-in-store for its D-Ultras line.