Fashion Cristina Group – Company Profile Overview

The Fashion Cristina Group, widely known as Grupo Cristina, is one of Brazil’s most established and recognized names in the children’s fashion industry. Its origins date back to 1970, when Lebanese immigrant Michel Melhem Sabbagh founded a small textile business in Blumenau, Santa Catarina. The company, originally named Malharia Cristina in honor of his newborn daughter, began with the production of knitted garments and steadily expanded into a major player in the textile market. To honor his heritage, Sabbagh adopted the Lebanon Cedar as the company’s symbol, reflecting values of tradition, resilience, and growth.

In its early decades, Grupo Cristina grew by producing apparel for both children and adults. During the 1980s, the company entered the Private Label sector, manufacturing clothing for other brands while continuing its own line. This move helped it achieve national prominence in Brazil’s competitive textile industry. By the 2000s, the group also ventured into adult retail fashion with brands such as The Philippines and Up Girl. However, in 2007, a strategic decision was made to discontinue Private Label operations and focus exclusively on developing in-house collections. This shift marked a new era of creative independence and brand consolidation.

By 2015, the company redefined its market position under the identity Cristina Fashion Brands, with a full commitment to the baby, children, and youth segments. Today, Grupo Cristina distributes its own brands across Brazil and exports to 26 countries, including markets in Europe, North America, Latin America, Africa, and the Middle East. Its reputation rests on a combination of innovation, quality, and a deep understanding of contemporary children’s fashion.

The company operates through multiple distribution channels. Its retail arm, Up Kids, runs 11 physical stores strategically located in major regions of Brazil, including São Paulo, Curitiba, Fortaleza, Salvador, and Porto Belo. These stores are designed to offer an engaging shopping experience, blending quality clothing with attentive customer service. Additionally, Grupo Cristina manages a strong e-commerce presence through its platform Vestis (www.vestis.com.br), which provides consumers nationwide with 24/7 access to its entire product portfolio. Beyond its owned outlets, the company also collaborates with more than 4,200 multibrand retail partners, expanding its reach and influence in the children’s fashion market.

Grupo Cristina’s portfolio is made up of well-defined and beloved brands. We Love Gloss caters to stylish and expressive girls, with collections that embrace individuality and trendiness. Up Baby specializes in casual, comfortable, and contemporary fashion for infants and young children, combining practicality with modern design. Quimby offers versatile and stylish apparel for boys and girls, focusing on fun, comfort, and personality. Another playful brand, Bee Loop Kids, emphasizes colorful and comfortable designs meant to inspire creativity and imagination in children.

At the core of Grupo Cristina’s success lies a philosophy rooted in innovation, resilience, and family values. Over five decades, the company has built strong Brazilian roots while maintaining a global outlook. Its founder’s vision has been carried forward by his children and grandchildren, ensuring continuity and evolution in a fast-changing market. Guided by the principle that “success is only possible with innovation and constant updating,” the group continues to thrive as a trusted name in children’s fashion both in Brazil and abroad.