Grupo Reserva, created by Rony Meisler and Fernando Sigal, was born in 2010 with the purpose of being the best and most innovative fashion group in Brazil. After the merger with Arezzo & Co, in 2020, the group was renamed AR & Co. Today, led by CEO Rony Meisler, the conglomerate, which combines the brands Reserva, Reserva Mini, Eva, Oficina, Reserva Ink and Reserva Go, already sells its clothing in 83 own stores, 45 franchises and one shopping kiosk across the country, in addition to e-commerce. “Alexandre Birman and I started dreaming of this partnership and in the middle of the pandemic we created AR & Co, motivated by the excellent reaction of our businesses. And I always say that rockets don´t back up, that’s why, since 2006, when we started selling door to door, driven by the will of using fashion and technology to care for and improve people’s lives, Reserva has emerged as one of the most relevant retail source of clothing and lifestyle in the country and we never stopped looking for innovation. We became a group of young people with a will of thinking and doing differently in a traditional market. I’m very proud that the combination between Arezzo & Co and Grupo Reserva was already born as the biggest house of brands in the Brazilian market”, says Rony Meisler. AR & Co has several meanings for the founders and for the new moment it represents to both companies. It combines the initials of Arezzo & Co and Reserva, of its leaders, Alexandre Birman and Rony Meisler, represents new “Ares” (Airs) for both companies – now unified – and also brings the symbology of creating wings to fly even higher.
The first brand founded by the corporation was Reserva, created by two childhood friends, Rony and Fernando. Both noticed a deficiency in the male fashion market when they came across five men wearing the same model of shorts at a gym. Today, in addition to the men’s clothing collection, the brand also has other branches of action, they are: a cosmetics line, called Vaibe; RSV+, a creative collaboration cell that develops partnerships with other brands. Currently, Reserva is considered a B Company and has a social project called 1P5P, where for each clothing item sold, 5 dishes of food are donated. Since May 2016, the 1P5P has already reached 42 million in contributions. With the objective of increasing Reserva´s performance in the footwear segment, Reserva Go was created in 2019. Currently, the brand is responsible for about 20% of the revenues of the main brand and has two physical stores in Rio de Janeiro. The space features a series of innovations in retail and technology, such as the Neo Studio project: on a TV with touch technology, customers will be able to customize their NEO sneakers – one of the biggest hits on the label – changing the colors of various components and reaching a total of 4,500 possible combinations for the sneaker. The factory receives the real-time order and starts production, with guaranteed delivery to the customer within 21 days.
Reserva Ink, also created in 2019, emerged from the merger of the former FAÇA.VC platform from Reserva and Touts. The brand is currently the arm of the company that has the objective of being an aid to those who are interested in creating a business in the fashion sector using the internet, but do not know where to start. The brand’s initiative is the result of the acquisition of Touts, the largest t-shirt design marketplace in Brazil, and will work on the full commerce system, in which any person or brand (with or without experience in the fashion industry) can create a store and sell prints for shirts without worrying about the bureaucratic operations common on the beginning of an enterprise.
In 2009, the company launched its children’s brand Reserva Mini, with clothes for babies and children. All Mini’s collections are developed with a focus on the children’s universe and have three predominant fronts: sports, games and music, in addition to having as main pillar the comfort of the pieces. Focused on innovation, the brand also has a collection called “Like Father, Like Son” and “Like Mother, Like Son”, with the same or complementary t-shirts in the arts.
The Group also turned its eyes to women’s clothing and in 2012 launched Eva. Under the creative direction of Priscila Barcelos, the brand was initially presented only in the wholesale market in 120 locations throughout Brazil, but in November 2013 it opened its first own store in Ipanema, Rio de Janeiro. Eva bets on collections with many prints, textures and accessories, fleeing the traditional and basic fashion market, in addition to having collections for children, Evinha.
Browsing through social media, Ron awoke interest in a brand of tailored dress shirts. In 2016, after several exchanges with the designers, Oficina was born, a fashiontech that uses sophisticated raw materials and technology to develop basic men’s clothing and tailored shirts. The brand, previously named Social Tailor, created by Felipe Siqueira and Gabriel Zandomênico in 2014, stands on the principle the clothing models are like mathematical equations. The store experience is an Oficina differential, considering that in every store it is possible to enjoy a bar in partnership with Johnnie Walker, a sewing workshop and a barbershop available to everyone.