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Teleshopping (11) 5054-8878
eurico max

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Early days

The year of 1936 was over.
And, with it, the peaceful life of a bourgeois family of one of the biggest cultural center in Germany: Dusseldorf.
The war brought them to Brazil, more exactly to a coffee and cotton farm near Marilia, in inland São Paulo.
Dona Leonie, a qualified accountant, assumed such functions at the farm's office, and Senhor Erich obtained the post of stock-room clerk.
The couple's children, 9-year-old Gert and 7-year-old Hans, attended the farm's school, which had only one classroom for children of all ages. And they cleaned and tidied up the house.
In the beginning of 1938 the family leaves again. This time to São Paulo, capital city of the state.
Imagem > The Rosenthal Family and their friend Steiner (middle)
The Rosenthal Family and their friend Steiner

Dona Leonie soon started to work in a bank, while Senhor Erich looked for a place for his own business.
One day he took a tram at Praça da Sé. The destination of the tram was Santo Amaro, but Senhor Erich decided to get off in Indianópolis.

The shop at the end of the world

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It was mid-1938.

Herr Erich Rosenthal, who at that time was already called Senhor Eurico, had found the ideal place to develop his business. A mixed neighborhood, away from the city center, just like his shop in Germany. However, Avenida Jandira had actually little to do with Dusseldorfer Strasse.
It was a dirt street which became a river in raining days, for the joy of the children, with their paper boats. The commerce was scarce; there was a bakery in the corner, a barber shop, a watchmaker, a furniture shop, a school uniforms shop, and some small shops.

As a very good-humored pedestrian said, one needed courage to open a shop at that end of the world.
However, Senhor Eurico believed it.
The neighborhood was good. The employees of the nearby factories were potential clients. At the time, there was Metalúrgica Barbará, Reiche, which manufactured screws, Junker, stove manufacturer, Sherwin Williams, paints producer, and a few others.
German immigrants, attracted by the growing industry, were very significant.
The City Center-Indianópolis tram route had its point of return practically at the door of the shop, which was a guarantee of a busy area. And what was more important: there was no shoe store at the region.
However, none of this meant, in any way, that business would be easy.
In Brazil, things worked in a strange way in comparison with the German manners of Senhor Eurico.
Punctuality was not a common practice in the country, quality was not the main concern of the shoemakers, and bargaining was a national passion.
Little by little, with the support of his family and the experience of the friend and employee Jacob in the shoe industry, Senhor Eurico discovered the tricks of the business made in Brazil.
Following Jacob's tips, Senhor Eurico learned how to buy on credit from good suppliers, Dona Leonie attracted clients by giving small discounts when they bargained, and the children promoted the image of the shop distributing advertising flyers.
On December 24, 1938, completely taken by the Brazilian way of doing things, called jeitinho, the couple extended the business hours from six thirty in the afternoon until late in the night, to attend those who had not yet made their Christmas shopping.
The result: before Midnight Mass, Casa Eurico boasted its first sales record: one million réis in one single day. This achievement occurred again in carnival, when the greatest sale of sneakers was made.
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And thus, always paying attention to the opportunities, Senhor Eurico started to practice marketing in a time when such word did not exist, not even in the dictionary.
He bought a batch of men's shoes size 43 and 44, advertised it in the German newspaper, and sold them within a few days.
He had just discovered a new and unexplored segment in the shoe business: the large size shoes segment, of which Casa Eurico is the leader until the present day.

The shop in the neighborhood

Imagem > At the end of the 1940s, São Paulo was already the main industrial center of Latin America. In order to be a business success, it was necessary to offer differentiated products, sell status and advertise.
Casa Eurico increased the size of its windows and a beautiful marquise was built at the entrance, a sign of the architecture of the new times.
The advertisements in the German newspaper and in the radio were responsible for bringing the selected clients.
The carousel located right in the center of the shop brought children with their moms in tow.
However, according to Senhor Eurico, the soul of the business was still Dona Leonie.
Gert and Hans, the couple's children, did not work at the shop any more. Gert went to the United States, where he still lives, and Hans graduated in Engineering and developed his career in São Paulo.
At that time, the couple Eurico and Leone shared the responsibility and work with some dedicated and competent employees
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The shop in the metropolis

imagem > With the construction of Shopping Center Ibirapuera, Moema lost its regional dimension and became a metropolitan neighborhood. Houses gave their place to shops and buildings. The local population increased, and people from the whole city started to go there and shop at the neighborhood.
It was necessary to modernize the image of Casa Eurico.
After a good shopping spree, the shop reopened to a new clientele coming from every corner of the city.
On Saturdays the shop was so full that people crowded at the door. A success that unfortunately Senhor Eurico had little time to enjoy. After his death in 1976, Senhor Guimarães, manager of the shop since 1964, became the right arm of Dona Leonie, helping her in all transactions with suppliers. Her son Hans started to advise her in the coordination and solution of administrative problems, and her daughter-in-law, Liliana, helped her for some years in the office services.

imagem > And in the turn of the decade the third generation started to be present in the business as well. Nidia, newly graduated in Business Administration, was responsible for an important goal: to make Casa Eurico the Large Feet shop.
Senhor Guimarães set out to work to execute the idea, obtaining from the suppliers an exclusive and steady production of large size shoes.
At the same time, Vera, architect and Nidia's sister, practically put the shop down in order to fit its space to what would certainly come ahead. Casa Eurico got a bigger window area and a bigger stocking area, which until then was spread through several nearby mezzanines.
And Claudia, the third granddaughter, went to advertise to the public all those good news, when she assumed the communication and advertising area of the shop.
Attracted by the specialty of the Large Feet Shop, people from the whole city and even from the whole country came, mainly the new generation of Brazilian athletes, with their one meter and ninety centimeters, or more, of height.

New times

imagem > In 1990, with 90 years of age, Dona Leonie decided that it was time to retire. Her son Hans thus assumed the direction of the shop with his daughters and Sr. Guimarães. At the end of 1999 a new renovation transformed Casa Eurico into a much more beautiful, modern and large shop.
After celebrating 65 years of existence, the board of directors decided that it was time to increase the business. Thus, in 2003 its first branch was opened at the charming Rua Oscar Freire, in São Paulo.
And in October 2010, after 7 years of operation, the space received an exclusive ambiance and a new mix of products to house the new brand of the company: Eurico Max. With the purpose of attending younger and more daring people, the new brand was created to give the Eurico client a new buying option.

imagem > But Casa Eurico's older clients, who are used to be spoiled by the owners and salespeople, have nothing to fear. Betty, the same of 50 years ago, remains firm as saleswoman, speaking German with the German community. Wanderley, employee since 1981, assumed the post of manager, and sometimes he still practices the old habit of "making do" for the client. And the younger salespeople also have that so old-fashioned obsession with pleasing the clients, helping them to wear the shoes and, if necessary, to put the shop down until they find the pair of shoes desired.

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calçados eurico Av. Jandira, 49 • Moema
São Paulo • SP • (11) 5054 8877
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eurico max Rua Oscar Freire, 550 • Jardins
São Paulo • SP • (11) 3061 3050
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EURICO WEB - CPNJ: 12.579.806/0001-65

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