Rosa Cha opens flagship store on Manhattan

The Brazilian eye-catching biniki brand will open a 1400 square foot boutique at 460 West Broadway in Soho this week. Rosa Cha is known for its highly sophisticated swimwear with its jewel-like necklaces, embroidery, shells, patchworks, vibrant colors. Designer Amir Slama has elevated the bathing suit to high fashion status.

Rosa Cha does $20 million in sales worldwide, operates 22 stores in Brazil, plus units in Lisbon and Istanbul. "We want to open stores in Los Angeles and Miami," Edson Paes, president of Cotia USA Ltd., the American arm of a Brazilian trading company involved in wholesale fashion distribution told WWD. Cotia USA and Rosa Cha formed a joint-venture partnership for the SoHo store.

Slama's designs are adored by jet-setters and fashionistas. Model Naomi Campbell befriended Slama after a visit to his Sao Paulo shop and has since modeled for his runway collections. Aware that his most revealing suits may require special grooming, Slama included a do-it-yourself Brazilian waxing kit with his 2003 show invites.

Rosa Cha's price points, from $190 to $650 for bathing suits, aren't exactly made-to-order for the difficult economy. But Slama said consumers will appreciate the handmade work and variety of materials beyond the typical jersey fabric. "We love to develop fabrics and try different things," he told WWD. "We develop 350 styles for each collection. It's not only swimwear, it's a way of getting dressed in the summer."

Slama is convinced his overtly sexy designs will find an American audience.

photo: Rosa Cha