These complexities are felt at Farm Rio, too. “[It’s tough] coordinating temporary projects across multiple countries, each with different regulations, timelines, logistics, and retail dynamics, while still maintaining a consistent brand experience,” Barreto says. To alleviate some of the logistical pressure, the brand’s Ibiza store is located at Jondal beach club, meaning the team didn’t have to set it up from scratch — the focus was mainly on the merchandising.
European marketing moments
These permanent stores are, of course, intended to make money. But founders also emphasize the marketing potential of showing up in Euro summer for a longer period than an influencer trip or pop-up allows.
“Of course, sales are important, but these stores are also strategic tools for building brand awareness and long-term market connection,” Barreto says. “They help us understand how consumers engage with the brand in different regions, how local audiences respond to our positioning, and how Farm Rio’s universe translates culturally, positioning us as a global lifestyle brand.”
Ideally, the brands heading to these balmy destinations will offer exclusive capsules or pieces tailored to each spot, so the assortment feels thoughtfully curated — and exclusive — Kurtis says. Farm Rio, for one, is taking this approach. Each store will feature exclusive souvenir products under its “Feeling Rio” concept, including a scarf, tote bag, hat, and T-shirt specially designed for each project. Because these brands sit at a relatively affordable price point, these more gimmicky, souvenir-like buys are a likely draw for customers keen to bring a holiday memento home.
With brand awareness typically comes sales, and the longer these brands can stay in town, the better. “People love to shop while on vacation. Shopping is less need-driven, more emotionally inspired… a fun activity on the itinerary,” Kurtis says. “It’s like the popular meme that money starts to feel like Monopoly money as soon as you’re on vacation. Whether it’s a Chanel Nemo-printed flap bag, or a fish shaped Staud clutch, the same sentiment applies to spending abroad.”
