# Beyond shoes: Alexandre Birman expands his brand universe and opens an exclusive café at CJ Fashion

The Alexandre Birman brand has officially opened Café Birman, a 25-seat dining space inside CJ Fashion, Grupo JHSF's new luxury department store at Shopping Cidade Jardim, in São Paulo.

- Section: Luxury
- Published: October 19, 2026
- Address: https://ceoone.com.br/en/article/beyond-shoes-alexandre-birman-expands-his-brand-universe-and-opens
- Em português: https://ceoone.com.br/artigo/alem-dos-calcados-alexandre-birman-expande-universo-de-marca-e-abre-ca.md

![The Café Birman dining room at CJ Fashion, with marble tables, burgundy velvet armchairs and the counter in the background](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/alem-dos-calcados-alexandre-birman-expande-universo-de-marca-e-abre-ca-foto.webp)

Photo: Nicolas Calligaro

## Key points

- Café Birman has 25 seats and is located in CJ Fashion, JHSF's luxury department store at Shopping Cidade Jardim.
- The menu has items inspired by the brand's models, such as the Clarita sandal, and partnerships with Dona Celina and Sweet Sisters.
- The dishes are an exclusive line by Tania Bulhões; CJ Fashion has more than 4,000 m² and 150 brands.

The move marks the women's footwear label's entry into hospitality, bringing fashion, food and design together in its own highly intimate operation. The initiative reflects a well-established trend among major global maisons: the shift from product brands to lifestyle ecosystems, in which creating physical gathering places becomes a central driver to increase visit frequency and dwell time among high-income customers.

## Brand DNA translated into the menu and niche gastronomy

With intentionally limited capacity to ensure excellent service and an atmosphere of exclusivity, Café Birman serves a signature coffee blend and a menu with direct references to the label's history. Iconic shoe models, such as the Clarita sandal, inspire menu items, turning the physical product's visual and conceptual repertoire into a sensory experience you can taste.

The operation also underscores the strategic value of curation and partnerships with prestigious local producers: menu items were developed together with names such as Dona Celina and Sweet Sisters. For executives at premium brands, this transfer of visual codes to new territories of consumption shows how sophistication and careful attention to detail can be leveraged to strengthen brand equity without diluting its original essence.

## A design collaboration with Tania Bulhões and an anchor in luxury retail

The space's aesthetic experience is completed by a collaboration with Brazilian tableware and decor brand Tania Bulhões, which developed an exclusive line of dishes for the café. The partnership connects two Brazilian references in the high-end market, enriching the setting and raising the visual appeal of each presentation.

Café Birman is one of the dining anchors of CJ Fashion, a three-story, more than 4,000 m² JHSF development that brings together 150 Brazilian and international brands. In the view of retail boards and executives, integrating proprietary dining operations into large shopping complexes shows that physical sales in luxury retail increasingly depend on building communities and long-term relationship engagement, turning stores into centers of relationships and lifestyle.

## Sources and editorial notes

- Reference reporting: Revista Business, B3yond, FFW, BlackCard Digital and Info Luxo (September 2026).
- Market and leadership analysis: Content and analytical context developed by the CEO ONE portal for decision-makers and C-level executives.

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