Brazilian-style swim and beachwear brand ViX Paula Hermanny is coming to St. Johns Town Center in Jacksonville.
The store sells swimsuits, cover-ups, dresses, jackets, tops, skirts, pants, shorts, jumpsuits, rompers and accessories.
Property owner Simon Property Group’s website, simon.com, shows the store coming soon between Gucci and Madewell.
The storefront was the former Lacoste and Acumen space that Mayors jewelers used temporarily while its St. Johns Town Center store was renovated.
The city is reviewing a permit for Atrium Constructions LLC of Parkland to demolish the interior of the 1,860-square-foot space at 4813 River City Drive, No. 137.
DUE Design Group of Boca Raton is the architect. Codes-ABC Inc. of Orange Park is handling code compliance.
The simon.com site says San Diego-based ViX, founded in 2003, was “created for women who travel the world in style.”
“Brazilian-born and San Diego-based, Paula Hermanny gives a unique spin to swim and resort wear, with an eye for statement details and artisanal flair,” says the site.
“Her designs reflect both her heritage and vision — an authentic combination that ensures women feel put-together from day to night. ViX is defined by its commitment to exceptional fit, exclusive fabrics, and timeless design. Our collections showcase versatility and effortlessness, and each piece aims to bring the spirit of endless getaways into everyday life.”
Vixpaulahermanny.com says it was one of the first brands to introduce luxury swimwear to women in the United States.
It says that Paula Hermanny, growing up at the beach in Brazil, “had always envisioned creating her own swim and resort wear collection, opening her own retail stores and growing her brand to be recognized globally one day.”
“Her years of continued hard work ethic and determination have enabled her to create her own brand and vision of bringing Brazilian beach fashion to the American market.”
The site shows that the brand is sold at retailers and boutiques globally.
It indicates two ViX Paula Hermanny-branded stores – one in Coral Gables at the Shops at Merrick Park and one in Saint-Tropez, France.