Shoulder

Shoulder is a family-owned Brazilian premium womenswear brand based in São Paulo's Bom Retiro district. Founded by Hélio and Rosanne Majtlis, it sells clothing, accessories and footwear through its own stores, online and through multi-brand retailers.

What is Shoulder?

Shoulder is a premium womenswear brand from São Paulo. It was founded in the Bom Retiro district by Hélio and Rosanne Majtlis; Hélio first created a label called Subway, which was later renamed Shoulder. Factory, offices and photo studio remain in Bom Retiro.

History

The company has stayed a family business, without private equity investors or a stock market listing. The founders' children lead it today, with Beny Majtlis as chief executive and Monique Majtlis as creative director, while the parents sit on the board. The group has also taken full control of the menswear label Oriba and the swimwear label Haight.

Products and positioning

Shoulder focuses on women's clothing, from blouses, shirts and denim to blazers, dresses and knitwear, complemented by jewellery, bags, belts and footwear. The brand has moved away from prints towards plain, higher-quality pieces.

Distribution

Physical stores generate around 60 per cent of sales, digital about 22 per cent and wholesale to roughly a thousand multi-brand retailers the rest. Shoulder operates only company-owned stores, with no franchises, and is present in 25 of Brazil's 27 state capitals, approaching 100 shops including five outlets.

Why it matters

Shoulder is a notable case of an independent, family-controlled Brazilian fashion company scaling a multichannel model on its own.

Frequently asked questions

Where is Shoulder from?

Shoulder is a Brazilian brand based in the Bom Retiro district of São Paulo, where it has its factory and offices.

Who founded Shoulder?

Shoulder was founded by Hélio and Rosanne Majtlis; their children Beny and Monique now run the company.

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