The history of the Reserve begins in 2004 and its protagonists are childhood friends Rony Meisler and Fernando Sigal. They were at the gym when they noticed several men wearing exactly the same model in shorts. They decided to test the market demand and created their own shorts with the slogan “Be yourself but not always the same”. Result: they sold everything among their friends. The Reserve was born, named after the group's favorite beach. The following year they quit their jobs and fell into the new business doing everything a lot: from style to invoice.
Two years later, Reserva was already showing up at Fashion Rio, fashion week in Rio, and opening its first store, in the heart
from Ipanema, RJ. While the market was looking for a specific lifestyle, the Reserve positioned itself as a friend and not as a brand. For partners, the smile was and always will be the shortest path to people's hearts.
Then came São Paulo Fashion Week and the arrival of the brand in São Paulo. Then, the launch of the children's reserve Mini, the ecommerce portal, Eva and another great achievement: Reserva was the first Brazilian fashion brand to reach almost 2 million fans on Facebook.
The history of the Reserva Group is written every day by 1580 people. The strong personality, the care with the client, the refined design and the investment in innovation led the Reserve to become a group that now houses 3 brands. We are a living organism constantly changing and growing. Currently, the group has 65 own stores in the main capitals of Brazil, 8 franchises and has a presence in 1,400 multibrands across the country.