JHSF Participacoes SA was first founded in 1972. It was founded by two brothers who had the goal of making it into the largest real estate developer in the world. This huge success came in a form they weren’t entirely expecting: Retail. The architect of this huge success was Jose Auriemo Neto, the son of one of the two brothers. Neto attended and graduated from the Fundacao Armando Penteado University where he majored in engineering. While there he also took most of the business courses. He then began working for JHSF Participacoes SA in 1993.
In 1997 he started the companies service department after found Parkbem, a parking lot management company. In 2003 he was appointed to the position of chairman and CEO of the real estate giant. In this top position Neto oversees the companies devilopments of office buildings, hotels and shopping areas. Recent projects have included the Cidade Jardim shopping complex in Säo Paulo, the Bela Vista in Salvador, and the Ponta Negra shopping centre in Manaus. Like most of the world, Brazil experienced a great financial depression in the middle to late last decade.
Neto was instrumental in helping JHSF get through this. In 2009 he pioneered the companies first venture into retail. This proved to be an extremely successful and profitable move for the company. At that time they partnered with Hermes, Pucci, and Jimmy Choo to open start luxury stores throughout Brazil. Then in 2012 Neto led the company to another lucrative retail partnership with R.E.D. Valentino. Its endeavors, particularly in the retail sector, continue to be incredibly successful.