Daslu auction sells for 10 times the minimum value

On Tuesday, the 7th, a judicial auction took place for the Daslu brand, which was once a benchmark for luxury in the country. The brand was sold for R$10 million, ten times the initial price of R$1.411 million. The name of the buyer will only be revealed once the entire process has been completed. A total of 32 bids were made by five different people interested in the Daslu brand. According to the Sodré Santoro auction house, the dispute was fierce. The bids started at the minimum price of R$1.4 million, which corresponded to the updated value of the brand, and reached a sale price of R$10 million. According to the expert following the Daslu case, in 2005, the intangible part of the brand was projected to be worth R$500 million. Due to depreciation, this value plummeted to R$1.2 million. "Daslu's new owner believes that the brand has an added value that is worthwhile," said lawyer Mariana Valverde, a partner at Moreau Valverde Advogados, who specializes in intellectual property, trademarks and patents. The auction of the brand was authorized by the court in the records of Daslu's bankruptcy proceedings, which are taking place in one of the specialized courts in the city of São Paulo. According to Valor, the auction is already the subject of a legal dispute between the brand's current owners, the bankrupt DSL Comércio Varejista (which acquired the business in 2011) and the court-appointed administrator, Expertisemais Perícias. Whoever buys the brand is entitled to all of its "sub-brands", such as Daslulu, for animals, and also others, such as Terraço Daslu, Daslu Vintage, Daslulabel, Villa Daslu, DasluShoe Space, which range from decoration items, bedding, table and bath, clothes, cosmetics and handbags to jewelry, property management, events and party items and audio and video. The owner will also now have access to the company's website. Not everything has been perfect in the company's history. In 2005, siblings Eliana Tranchesi and Antonio Carlos Piva de Albuquerque, the brand's owners, were arrested in a mega-operation called Operation Narciso. They were accused of irregular importation with crimes of tax evasion and import fraud.