AMARO
AMARO is a Brazilian digitally native omnichannel women's fashion brand (DNVB) founded in 2012, selling proprietary apparel and a partner-brand marketplace via Shopify e-commerce, native iOS/Android apps, and physical Guide Shops serving Brazilian women with trend-driven premium-mass fashion.
- Company typePrivate
- Founded2012
- HeadquartersSão Paulo, Brazil
- Headcount251–500
- GTM typeB2C
- OfferingServices
What AMARO does
AMARO is a Brazilian digitally native vertical brand (DNVB) founded in 2012 that sells women's fashion through an omnichannel ecosystem combining a Shopify-powered e-commerce storefront (amaro.com), native iOS and Android mobile applications, and a network of physical "Guide Shop" retail locations across Brazil. The company curates both its proprietary AMARO-labeled apparel (dresses, blazers, jackets, pants, denim, beachwear, sleepwear, fitness) and a multi-brand marketplace of partner labels, organized around thematic collections such as Entre Momentos (office-to-weekend), Noites de Junho (June festivities), Amaro Deluxe (premium cashmere), and AMARO Indica: Fit Li (activewear). Customer acquisition is concentrated on Instagram and TikTok content, an influencer program ("Elas usam"), email newsletters, and a 20% cashback loyalty program delivered through WhatsApp.
The technology foundation is largely commercial Shopify infrastructure — Shopify-hosted storefront, checkout, and inventory; Shopify Analytics and cookie-based personalization; and integrations with PIX, credit-card, and logistics partners — supplemented by native mobile apps and same-day delivery in parts of São Paulo via the Vila Olímpia Guide Shop. There is no disclosed proprietary AI/ML stack, no public API, and no documented AI-driven product recommendations beyond cookie- and analytics-based personalization. Headcount is 251–500 employees, and the company is registered as AMARO Ltda (CNPJ 15.070.688/0001-53) headquartered on Avenida Paulista in São Paulo.
Revenue is generated almost entirely through direct retail sales to individual female consumers at fixed prices ranging from R$89.90 to R$1,299.90, augmented by periodic promotional discounting (PIX 5% off, seasonal markdowns up to 60%), installments of up to 6x without interest, a PRIMEIRA20 first-purchase coupon, and the 20% cashback store credit program. AMARO operates only within Brazil (free nationwide shipping), targets a single primary customer segment — Brazilian women seeking trend-driven, accessible fashion — and has raised at least $7 million in disclosed institutional capital, led by Bulb Capital in June 2019, with an earlier undisclosed seed involving IG Business Angels and NXTP Ventures in 2013.
AMARO firmographics
Firmographics- Name
- AMARO
- Legal name
- AMARO Ltda
- Website
- https://amaro.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AMARO is a Brazilian digitally native omnichannel women's fashion brand (DNVB) founded in 2012, selling proprietary apparel and a partner-brand marketplace via Shopify e-commerce, native iOS/Android apps, and physical Guide Shops serving Brazilian women with trend-driven premium-mass fashion.
- Ownership category
- akta.pro rank
AMARO industry classification
Industry- Product category
- Women's Fashion E-commerce
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
Keywords
Where AMARO is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
AMARO business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Product Sales (Retail): AMARO generates revenue through direct retail sales of women's fashion apparel and accessories via its e-commerce website, mobile app, and Guide Shop physical retail stores. Products are sold at fixed retail prices with periodic promotional discounts (e.g., PIX 5% off, seasonal sales up to 60% off). Payment options include PIX, credit card (up to 6x installments), debit card (in Guide Shops), and gift cards. The company also operates a multi-brand marketplace offering partner brand products alongside its own AMARO label.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price retail with PIX discount and seasonal promotions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
AMARO product offering
Product offeringCore offering
AMARO is a Brazilian Digital Native Vertical Brand (DNVB) that designs, sources, and sells women's fashion apparel and accessories under its own AMARO label through an omnichannel ecosystem comprising a Shopify-powered e-commerce website, native iOS and Android mobile apps, and physical Guide Shop concept stores across Brazil, alongside a multi-brand marketplace section offering curated partner-brand products. The assortment spans dresses, blazers, pants, jackets, blouses, skirts, jeans, swimwear, sleepwear, fitness wear, and premium cashmere pieces, organized into weekly new arrivals and seasonal/thematic collections.
Product overview
AMARO is an omnichannel Brazilian women's fashion brand operating as a Digital Native Vertical Brand (DNVB) since 2012. The company sells its own AMARO-branded clothing alongside curated partner brands through a Shopify-powered e-commerce platform, native mobile apps for iOS and Android, and physical Guide Shop retail locations across Brazil. The product portfolio includes core clothing categories (dresses, blazers, pants, jackets, blouses, skirts) organized into seasonal and thematic collections such as Entre Momentos (versatile office-to-weekend pieces), Noites de Junho (June festival-inspired knitwear and denim), AMARO Indica: Fit Li (activewear collaboration), and Amaro Deluxe (premium cashmere and luxury fabrics). The company also offers a 20% cashback loyalty program delivered via WhatsApp.
Differentiator
Problem solved
Functional benefit
Products and services
- AMARO Online Fashion Platform Omnichannel women's fashion e-commerce platform selling AMARO-branded clothing and curated partner brands through the website, mobile app, and Guide Shop physical retail locations in Brazil. Targets individual female consumers seeking trendy, contemporary, versatile wardrobe pieces.
- AMARO Guide Shops (Physical Retail) Physical retail concept stores located across Brazil where customers can browse, try on, and purchase AMARO products in person, take purchases home immediately, or pick up items ordered digitally through the omnichannel inventory integration.
- AMARO Mobile App (iOS and Android) Native mobile shopping applications for iOS and Android enabling customers to browse, purchase, track orders, and access exclusive app-only discounts, including the 20% first-purchase coupon PRIMEIRA20.
- Entre Momentos Collection Curated women's fashion collection designed for modern women's dynamic lifestyle transitions, featuring tailored blazers, structured pants, and coordinated outfit pieces spanning work and weekend use cases.
- Noites de Junho Collection Seasonal collection inspired by Brazilian June (São João) festivities, featuring knitwear, leather and synthetic jackets, plaid shirts, and denim pieces for cooler-weather celebrations.
- AMARO Indica: Fit Li (Activewear Collection) Activewear collection in collaboration with Fit Li, combining gym-ready clothing tops and bottoms with everyday style for the active Brazilian woman.
- Amaro Deluxe (Premium Collection) Premium women's fashion collection featuring luxury materials such as cashmere sweaters and high-quality fabrics offered at elevated price points within the AMARO assortment.
- AMARO Cashback Program Loyalty program offering 20% cashback on AMARO purchases, credited to customers via WhatsApp within 48 hours and valid for 30 days as store credit on future purchases.
Companies that use AMARO
Customer profileSegments1 record
Ideal customer profiles1 record
AMARO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AMARO partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
AMARO competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights2 records
Customer concentration
AMARO social profiles
Digital presenceAMARO financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMARO leadership team
Management profileNumber of profiles
Profiles4 records
AMARO funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMARO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMARO
What does AMARO do?
AMARO is a Brazilian Digital Native Vertical Brand (DNVB) that designs, sources, and sells women's fashion apparel and accessories under its own AMARO label through an omnichannel ecosystem comprising a Shopify-powered e-commerce website, native iOS and Android mobile apps, and physical Guide Shop concept stores across Brazil, alongside a multi-brand marketplace section offering curated partner-brand products. The assortment spans dresses, blazers, pants, jackets, blouses, skirts, jeans, swimwear, sleepwear, fitness wear, and premium cashmere pieces, organized into weekly new arrivals and seasonal/thematic collections.
Is AMARO a public or private company?
AMARO is a private company. It is classified as venture growth investor backed and is currently operating.
When was AMARO founded?
AMARO was founded in 2012. It employs 251 to 500 people.
Where is AMARO based?
AMARO is headquartered in São Paulo, Brazil, in the Latin America region.
How does AMARO make money?
One revenue line is on record: product Sales (Retail).
Does AMARO have an API?
No public API is recorded for AMARO.
What industry is AMARO in?
AMARO's product category is Women's Fashion E-commerce. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands. Its NAICS code is 458110 and its SIC code is 5621.