Daslu was created by Lucia Piva de Albuquerque and Lourdes Aranha, two friends who served their clients in their homes in São Paulo.
Present in the wardrobe of high society, the luxury pieces from the Daslu brand are a real success. However, this story began in 1958, when the brand still sold its products only among friends.
The name came from the combination of the names of its founders, Lucia Piva and Lourdes Aranha who, coincidentally, had the same surname: “Lus”.
But anyone who thinks the story stops there is mistaken. After its former owners passed away, Daslu was inherited by Eliana Tranchesi, responsible for leveraging the brand in the international fashion market. The new owner’s path was full of obstacles and tribulations. In fact, that’s exactly what we’re going to talk about today.
Daslu brand history
Daslu was created by Lucia Piva de Albuquerque and Lourdes Aranha. In the beginning, the two friends served their clients in their homes, in the Vila Nova Conceição neighborhood, in São Paulo.
Due to high demand from women, the brand had to expand and became an interconnection of 23 houses in the Vila Nova Conceição neighborhood. Furthermore, over time, Daslu became a pioneer in many sectors and became a reference in the luxury market, always investing in launching new trends.
However, in the 1980s, due to Lucia’s death, her daughter Eliana Piva de Albuquerque Tranchesi, took over the business and started selling products for foreign brands, such as, for example, brands from Paris and Milan, moving up to 400 million in sales per year.
Villa Daslu
Among the changes proposed by Eliana was the creation of her own line of clothes, shoes and accessories. Furthermore, the businesswoman was responsible for the idea of the project for a project for the brand, which was named Villa Daslu and had an area of 17,000 square meters.
The Villa has become the most luxurious sales building in Brazil, where customers can find everything from accessories to luxurious helicopters.
Arrest of owners
However, as the store grew, Eliana and her brother Antonio Carlos Piva de Albuquerque, Daslu’s financial director, began to experience a back and forth of justice in July 2005. Both were detained by the federal police and the Federal Revenue Service, for the crimes of gang formation, import fraud and document forgery.
Furthermore, the company was sued for under-invoicing imports and evading taxes. The infraction notice was R$ 236,371,942.45, the amount mentioned for the period from 2001 to 2005.
In March 2009, the two businessmen were sentenced to 94 years and six months in prison each.
Death of Eliana Tranchesi
During the same period in which the arrests took place, Eliana was undergoing treatment for lung cancer and, therefore, obtained a habeas corpus for house arrest.
Unfortunately, in 2012, the owner of the brand died, leaving three children, Bernardino, Luciana and Marcella Tranchesi, who together ran Grife 284, focused on the young public.
The name “Grife 284”, chosen by the children, is a reference to Daslu’s first address, on Rua Domingos Leme, in São Paulo.
How is Daslu currently doing?
Currently, Daslu is led by two investors, Crezo Suerdieck Dourado and Felício Rosa Valarelli Junior, who purchased 52% of the shares. The brand has a unit in Shopping Cidade Jardim and Shopping JK. In addition, it also has its own Premium Outlet in São Paulo.
So, what did you think of knowing a little more about Daslu’s history? In fact, take the opportunity to also check out: Dermage – Foundation and history of the 1st compounding pharmacy in Brazil.
