AMARO
AMARO is a Brazilian direct to consumer fashion brand launched in Sao Paulo in 2013 by Dominique Oliver. It designs and sells women's fashion online and through guide shops in Brazilian malls.
| Founded | 2013, Sao Paulo |
|---|---|
| Founder | Dominique Oliver |
| Model | Vertically integrated DTC |
| Physical retail | Guide shops in malls |
| Website | amaro.com |
What is AMARO?
AMARO is a vertically integrated, direct to consumer fashion brand launched in Sao Paulo in 2013 by Dominique Oliver, who previously worked in banking in New York and in restructuring traditional fashion companies. It has been described as Latin America's largest DTC fashion brand.
Products and positioning
AMARO uses data to drive design, inventory and its owned sales channels. Its in house design team releases 100 to 120 new styles each week, with around 5,000 styles available at any time, and inventory is adjusted to local climate. Dresses averaged around 55 US dollars, and the size range was expanded from three to five sizes, XS to XL.
Distribution
The brand combines its website with physical guide shops:
- E-commerce at amaro.com, with merchandising updated twice a week
- Guide shops in local malls, built with local materials and architects, where shoppers order in store
- A distribution centre in Sao Paulo
Guide shops accounted for about one in four purchases, and AMARO invests heavily in influencer marketing.
Why it matters
AMARO is one of the clearest Latin American examples of the US style DTC playbook, combining fast data led product cycles with showroom style stores.
Frequently asked questions
Who founded AMARO?
AMARO was founded in Sao Paulo in 2013 by Dominique Oliver.
What is an AMARO guide shop?
It is a physical store in a mall where shoppers can see the collection and place orders that are fulfilled from AMARO's distribution centre.