Destination Retail, Reconsidered
Welcome to Circolo.
We curate and place brands across a considered mix of retail environments — from luxury hotels and resorts to specialty stores, leading online platforms and department stores.
Alongside this, we partner with select hotel and resort boutiques on how assortments come together, shaping a product mix that feels considered, contextually relevant, and aligned with its environment.
Throughout, our focus is on elevated destination-led product, and delivering a curated edit for the discerning traveller, wherever they find themselves.
What We Do
WHOLESALE SHOWROOM
RETAIL BUYING
BRAND CONSULTANCY
“We believe that destination-led brands, and the way they are experienced, require a considered approach — shaped by context and the expectations of today’s discerning traveller.
In these environments, product is part of the overall experience and needs to be approached with clarity and intention. Done well, it feels natural, relevant and commercially effective.”
–– Joana de Noronha and Ceci Guicciardi Joannou
WHOLESALE SHOWROOM
Drawing on extensive experience across international wholesale markets, we work closely with buyers to shape assortments that reflect how and where their customer lives, travels and shops.
Based in London, with showroom presence in Miami, New York and Paris, we represent a focused edit of destination-led brands, including Adriana Degreas, Heidi Klein, Kalita, alongside emerging labels such as Rivage.
Our showrooms are attended by leading global retailers, including Net-a-Porter, Selfridges, Saks Fifth Avenue and Al Tayer, as well as a network of hotel partners such as Four Seasons and One&Only.
Our approach is grounded in a clear understanding of customer, setting and context—ensuring each brand is positioned with relevance and intent.
RETAIL BUYING
We partner with select retail environments to shape assortments that reflect the pace, context and expectations of destination-led shopping.
Working across hotel and resort boutiques, as well as a broader network of lifestyle-driven retail spaces, we take a considered approach to brand selection, balancing established names with emerging labels, and ensuring each addition feels relevant to its setting.
Each engagement begins with an understanding of context — the setting, the guest, and how the space is used — informing both product selection and how it comes together.
The result is retail that feels intentional, quietly distinctive, and fully integrated into the overall experience.
SBRAND CONSULTANCY
We partner with brands on a more integrated basis, working across strategy, product and positioning to shape a clear and considered path forward.
Looking at the brand as a whole, we assess how it shows up, where it sits, and how it evolves—across assortment, pricing, distribution and partnerships.
Our approach is both analytical and intuitive, grounded in experience and guided by a strong point of view.
The result is a more coherent, focused brand, that is positioned for long-term relevance and growth.
STRATEGIC CONSULTANCY
We partner with brands on a more integrated basis, working across strategy, product and positioning to shape a clear and considered path forward.
Looking at the brand as a whole, we assess how it shows up, where it sits, and how it evolves — across assortment, pricing, distribution and partnerships.
Our approach is both analytical and intuitive, grounded in experience and guided by a strong point of view.
The result is a more coherent, focused brand, that is positioned for long-term relevance and growth.
ABOUT US
We are Joana de Noronha and Ceci Guicciardi Joannou. Between us, we’ve built brands, developed global wholesale businesses, and worked across leading destination-led brands and landmark hospitality properties, from The Copacabana Palace to Borgo de Nor, Barefoot Chic, Heidi Klein and Linda Farrow.
Together, we bring a complementary perspective across product, placement and distribution, shaped by experience on both the brand and commercial side. It informs how we approach what we do, connecting brands and retail environments in a way that feels considered, relevant and commercially sound.
LET’S WORK TOGETHER