Daslu, former luxury goods brand, is auctioned for BRL 10 million

The Daslu brand was sold for R$ 10 million in an auction held by the house Sodré Santoro, as part of the brand’s bankruptcy lawsuit. The value was well above the minimum bid of R$ 1.4 million initially established.

According to auctioneer Mariana Sodré Santoro Batochio, from Sodré Santoro, there were a total of 32 bids for the asset. The buyer’s name was not immediately revealed, but it should be included in the process in the coming days.

The completion of the sale depends on the payment of the amount.

“The process showed that Daslu still has value — and it’s not little value,” Mariana said.

Sodré Santoro has experience in recovering old brands: in 2010, it sold the Mappin brand to the Marabraz chain. Recently, in a separate process, Mesbla was also “resurrected” by former employees.

Historic

Daslu, created by Eliana Tranchesi, who died in 2012, soared high for more than a decade, starting in the 1990s.

At a time when international luxury brands had practically no presence in Brazil, Daslu offered specialized services to its clients in a “house of the boss” style – with uniformed salesgirls who treated consumers as if they were in a mansion.

Daslu’s castle began to crumble in 2005, not long after the opening of Villa Daslu. The neoclassical building, built at a cost of R$ 100 million, had 700 employees.

It was at this time that Eliana was arrested for tax evasion. In 2010, the company entered into judicial recovery, with debts of R$ 80 million.

Before going bankrupt, the company spent a period in the hands of the fund Laep, owned by Marcos Elias, who has already faced several questions in court and was the owner of Parmalat in the country. The information is from the newspaper. The State of São Paulo.