Amaro Dribbles Shortage of Stocks in the Pandemic and Now Expands Brand Offerings

Women‘s fashion startup expands performance with an eye on the potential of e-commerce and rules out physical expansion; offer exceeds 6 thousand …

One of the most influential names in fashion in the world, according to the BoF 500 ranking, the Swiss Dominique Oliver, 36, is not happy to just dress and put on Brazilian women

Founder and CEO of Amaro, a women’s clothing and footwear retailer created in 2012, he sees space to gain ground on other fronts.

The company, with an offer focused on e-commerce, started this week a new phase, which added hundreds of new beauty, well-being and home and decoration products to the portal. A bold move for some, the new positioning can be seen as an escape route for categories that gain more space in the consumer’s imagination in times of quarantine forced by the pandemic . “Our website has evolved from 6,000 to more than 10,000 products. And that will double in the coming months. We will have 300 brands on our sales portal by the end of the year. The focus is to offer everything a woman needs …The focus is on offering everything a woman needs in one place, ”he says. Based in Brazil and a trained economist, Oliver believes in the potential of the country, but he sees with fear the scenario of economic uncertainty, with the rise in the dollar, inflation and the unemployment rate. What is the company’s objective with this portfolio expansion? It is a big news. We are making a big change, which impacts our business model, the way we communicate with customers and even the institutional positioning of the company.

The main change is that we are increasing our scope to be a lifestyle brand with these macro categories: fashion, beauty and home and decoration. Our website has evolved from 6,000 to more than 10,000 products. And that will double in the coming months. We will have 300 brands on our sales portal by the end of the year. We noticed that there is a very big bottleneck in the market because the horizontal marketplaces have a lot of difficulty in being able to sell products . And we are proposing a new experience, curated and easy to buy, receive and return. We intend to grow our sales by 50% in 2021. Do the new categories added have private label products? They are third-party brands. We don’t like to call a seller so much, but rather partners, because we work directly with them.The idea is not to have several brands selling the same product on our website. We select them and do the delivery and service. This sets us apart from the traditional marketplace model because control is always with Amaro.

 

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