José AuriemoNeto may not be the first person that comes to mind when you think of Brazil’s fashion world; after all, he’s not a clothing designer and doesn’t work directly in the fashion world. He has, however, helped bring a variety of top international brands to Brazil. These include the likes of René Caovilla, BrunelloCuccinelli, Hermés, Valentino, Jimmy Choo and Pucci. José Neto has worked in the real estate world for decades and has quickly become one of the market leaders in the industry. Mr. Neto founded JHSF in São Paulo, Brazil in 1972 alongside his brother Fábio and two other partners. Throughout the company’s history, the brothers firmly established the foundation for their success and grew on an almost constant basis.
In 1990 the company was split in two with both brothers taking a half. JoséNeto took JHSF Participações and focused on the real estate market operations in Brazil. However, Mr. Neto then realized that it would be a profitable business decision to look into more commercial real estate. Because of that, JHSF began investing in the shopping center segment; this ended up being massively successful. One of the most notable investments the company made during this time is the Shopping Metrô Santa Cruz in São Paulo, Brazil. The shopping center was the first mall in the country to feature a subway station. This ended up being sold in 2010 to BR Malls for quite a significant sum.
In 2014, José Neto led the company into the luxury commercial outlet market with the development of the Catarina Fashion Outlet. The luxury retail premises brought in a significant amount of internationally renowned brands, such as Jimmy Choo and others; these brands either only had a minimal presence in the country or none at all. Because of that, the Catarina Fashion Outlet was the first step in putting Brazil on the fashion map.It’s also one of the few notable decisions that helped José Neto become somewhat of an icon in the fashion world. This led him to become one of the 500 most influential fashionistas according to Business of Fashion.