en.Wedoany.com Reported - Azzas 2154, the largest fashion group in Latin America, has hired Morgan Stanley to sell its Farm brand in the international market. According to sources familiar with the matter, the transaction is valued at approximately $1 billion (R$5.1 billion), a figure that exceeds Azzas 2154's market capitalization of R$3.2 billion as of the afternoon of June 19.

The Farm brand was founded in the 1990s by Kátia Barros and Marcello Bastos. The brand has stood out in its internationalization strategy, entering the U.S. market under the name Farm Rio, followed by opening stores in Paris (Le Bon Marché) and London, and expanding its business through e-commerce and partnerships with major European department stores. The next step is to enter the Asian market. The brand's performance and internationalization potential are among the factors driving this spin-off sale.

The decision to sell comes amid discussions between group shareholders Roberto Jatahy and Alexandre Birman about splitting their partnership. The two have hired financial advisors to resolve their equity ties in Azzas 2154. Farm is considered one of the group's most internationally recognized brands, and its sale will help unlock the group's value, which has been undervalued due to shareholder disagreements.

Azzas 2154 responded through its press office, stating: "Azzas 2154 does not comment on market speculation." However, after the report was published, the group filed a material fact notice with the Brazilian Securities and Exchange Commission (CVM) at 5:15 PM, confirming that it had hired Morgan Stanley. The notice stated that the company engaged Morgan Stanley to assist in evaluating strategic alternatives involving the "Farm Rio" brand assets, aiming to unlock the brand's value. The notice also emphasized that, as of now, the company has not made any decisions, approved any transactions, determined any structures, received any formal proposals, signed any binding documents, or confirmed the effective implementation of any potential transaction.

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