LONDON — Farm Rio, the 29-year-old Brazilian lifestyle brand known for its tropical prints and vibrant colors, is doubling down on its sunny and maximalist brand DNA to drive a global expansion, rolling out a quartet of retail activations in some of Europe’s most popular holiday destinations: Marbella, Capri, Saint-Tropez and Ibiza.

The brand’s ambitious summer program kicks off Tuesday with an opening in Marbella, followed by Capri on June 10 in Piazza Umberto. Farm Rio’s Saint-Tropez location will open on June 17 on Avenue du Maréchal Foch, with an Ibiza activation at Casa Jondal beach club launching the following day.

On June 20, the brand will host an experiential event at the Ibiza venue with fresh coconut water carts, altinha classes and banana ice lollies, as a nod to the brand’s Carioca origion. A similar experience is planned for the Hamptons later in the season, targeting East Coast holidaymakers.

According to chief executive officer Fabio Barreto, this year’s rollout builds on Farm Rio’s established seasonal presence in Mykonos, with each European destination chosen for its already engaged audience.

Spain, now the brand’s fourth-largest social media community and, in some months, a top-performing international market, made Ibiza and Marbella “natural” choices, Barreto added. Saint-Tropez builds on an earlier summer pop-up with longtime partner Loulou and sits within a French market where Farm Rio already operates stand-alone retail, while Capri reconnects with momentum generated by the 2023 launch at Rinascente and a high-visibility takeover in Milan.

Barreto touted that all of these spots are conceived as both retail destination and cultural touchpoint, with natural textures and materials, tropical motifs and a classic palette of yellow and green meant to “take every visitor straight to a summer in Rio.”

“Farm Rio has always been about sharing the spirit of Rio with the world — its energy, its optimism and its deep connection to nature. These summer stores represent a natural evolution of our global journey, allowing us to meet our customers in the places that inspire them most,” Barreto said.

“As we expand internationally, our focus remains on creating meaningful, immersive experiences and presenting signature products that feel both globally relevant and deeply rooted in our Brazilian heritage,” he added.

Founded in Rio de Janeiro, Farm Rio has built a sizable brick-and-mortar network with more than 130 company-owned stores in Brazil and 18 abroad.

Its wholesale business is increasingly global as well, with around 670 doors in 39 countries. Key fashion partners include Saks, Nordstrom and Bloomingdale’s in the U.S.; Liberty, Selfridges, Harvey Nichols and Net-a-porter in the U.K., and Le Bon Marché, Samaritaine, Printemps, Galeries Lafayette and 24S in France, among others.

Barreto said the year-round lifestyle strategy is paying off with 2025 revenues reaching $228.4 million, representing 21 percent growth year-over-year. He added that the brand momentum is closely tied to the way the company has translated its Brazilian summer roots into a more universal proposition.

In 2026, that momentum is taking the form of a series of European summer pop-ups.

“Summer has always been a fundamental pillar for Farm Rio because it expresses the brand’s essence in its purest form,” he said, adding that as the brand expanded internationally, the challange was to turn a very specific Rio state of mind into something desirable across climates and cultures.

“More than communicating seasonality, we focused on transforming summer into a universal feeling of joy, optimism, warmth and self-expression, values that resonate across cultures regardless of climate. This vision is directly connected to our ‘Dress in Happiness’ motto. Through color, prints, craftsmanship and styling, we aim to create an emotional connection that goes beyond fashion, communicating a lifestyle and a feeling people aspire to experience,” Barreto continued.

Dresses remain the core bestseller and sit at the heart of Farm Rio’s occasionwear positioning. Prints are central too, while artisanal techniques, 3D elements and more intricate constructions are increasingly driving sales, Barreto said.

At the same time, matching sets have emerged as one of the brand’s fastest-growing categories, particularly separates that can be styled independently. These have proven effective for “print beginners” who want to experiment more cautiously, and they have also gained traction with male customers.

To support its year-round lifestyle strategy, Farm Rio has expanded into colder-weather categories, adding knitwear, puffers and ski collections, while preserving its escapist tone through color, texture and artisanal details.

Regionally, the U.S. remains Farm Rio’s largest international market, but Barreto said Europe has become “one of the most exciting growth regions,” with London emerging as its largest European retail market by store count and one of its fastest-growing territories overall.

Looking ahead, Barreto sees further opportunity in Latin America, following recent openings in Argentina and Panamá, while Spain is “definitely part of our mid-term growth plans” given its strong performance during the holiday period and on social media.