MProtect

What MProtect does

MProtect is a Brazilian direct-to-consumer e-commerce apparel retailer founded in 2017 and headquartered in Ituporanga, Santa Catarina, within the Vale do Itajaí textile cluster. The company manufactures its products in-house — from raw materials through packaging — and sells exclusively online through its own website at mprotect.com.br, with no physical retail or third-party distribution. Its product range originated in thermal and UV protection clothing and has expanded into casual and athleisure wear including beach shorts, jogger pants (regular and fleece-lined), wide leg sweatpants, sport tactel pants, thermal shirts, and UV t-shirts for both women and men, with prices ranging from R$27.90 to R$79.90 and bundle promotions (e.g., 3-for-R$99, 5-for-R$100) used as the primary demand lever.

The business model is straightforward online retail: customers transact via credit card (up to 6 interest-free installments), PIX, or bank transfer (with an approximate 3% PIX discount), and orders ship nationwide via Correios and third-party carriers, with free shipping above R$249 for the South and Southeast regions. Marketing relies on the website storefront, email newsletter, WhatsApp customer service, and a strong customer review presence (9,271 reviews at a 4.9/5.0 average). In 2021, the company launched the Larel sub-brand for women and children's apparel, leveraging an active customer base that exceeded 40,000 at that time. There is no evidence of proprietary technology, AI capabilities, external funding, patents, or partnerships; the company appears bootstrapped and privately held with 11–50 employees.

Name

MProtect

Legal name

MProtect

Website

https://mprotect.com.br

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

MProtect is a Brazilian direct-to-consumer e-commerce apparel retailer, founded in 2017 in Ituporanga, Santa Catarina, manufacturing and selling thermal, UV protection, and casual clothing online to Brazilian consumers nationwide, with a 2021 sub-brand Larel for women and children.

Ownership category

akta.pro rank

Headquarters

HQ city

Gabiroba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Retail Sales: MProtect generates revenue through direct online retail sales of apparel and accessories. Products are sold at fixed prices with promotional bundle deals. The company accepts credit card (up to 6 installments without interest), PIX, and bank transfer payments. All products are manufactured in-house and sold directly to consumers through their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MProtect is a Brazilian direct-to-consumer e-commerce apparel brand that self-manufactures and sells casual and activewear for women and men — including beach shorts, jogger pants, wide-leg sweatpants, thermal shirts, and UV protection shirts — exclusively through its own website. The brand is located in the Vale do Itajaí textile hub in Santa Catarina, producing garments in-house from raw materials through packaging and shipping nationwide across Brazil.

Product overview

MProtect is a Brazilian e-commerce fashion retailer operating two brands: MProtect (launched 2017) and Larel (launched 2021). The core offering centers on casual and activewear clothing, primarily for women, including beach shorts (Short Praia Confort), wide leg sweatpants (Calça Wide Leg Moletom), jogger pants (Calça Jogger Color in regular and fleece-lined versions), sport tactel pants, thermal shirts, and UV protection apparel. Products are 100% self-manufactured by the company, from raw materials to packaging, and are sold exclusively online across Brazil. The company is based in Ituporanga, Santa Catarina, in the Vale do Itajaí textile region.

Differentiator

Problem solved

Functional benefit

Brands

• Larel: Brand launched in 2021 focusing on women and children's apparel, combining experience from MProtect's first four years of online operations.

Products and services

• Short Praia Confort (Beach Shorts) Women's beach shorts available in multiple colors (Bordo, Preto, Margarida, Chile, Marinho, Marinheira, Sunset, Verde Lima, Melanina, Verde Militar), sold online at promotional prices from R$27.90.
• Calça Wide Leg Moletom (Wide Leg Sweatpants) Women's 100% cotton moleton wide-leg sweatpants with elastic waistband, two side pockets, two back pockets, and frayed hem; available in multiple colors including Cappuccino, Off White, Verde Militar, Salmão, Lilás, Azul Denim, Pink, Mescla, Mescla Marinho; priced R$69.90–R$79.90.
• Calça Jogger Color (Jogger Pants) Loose-fit jogger pants with elastic waistband and cuffs, two side pockets; available in regular and peluciada (fleece-lined) versions in colors Preto, Marinho, Cappuccino, Verde Militar, Pink, Mescla Escuro, Caramelo, Salmão; priced from R$49.90.
• Calça Sport Tactel (Sport Tactel Pants) Lightweight, quick-dry tactel fabric sporty pants for women in colors Preto, Marinho, Chumbo, Bordo, priced at R$49.90.
• Camisetas Térmicas (Thermal Shirts) Thermal shirts for women, including short sleeve options, forming part of MProtect's original thermal and UV protection product line.
• Camisetas UV (UV Protection Shirts) UV protection shirts for men and women offering sun protection, part of MProtect's specialty activewear range.
• Shorts de Moletom (Fleece Shorts) Women's sweatshirt-material fleece shorts for casual comfort wear, part of MProtect's casualwear line.
• Larel (Sub-brand) Sub-brand launched in 2021 by MProtect, focusing on women's and children's clothing and built on four years of online retail experience.

Quantifiable outcome

• Customer satisfaction rating of 4.9/5.0 based on 9,271 reviews

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Farm Rio: Brazilian DTC women's fashion brand selling colorful apparel and beachwear primarily through its own e-commerce site. Comparable to MProtect in its Brazilian DTC focus, women's apparel emphasis, and beach/casual category positioning.
• Reserva: Brazilian DTC casual fashion brand known for comfortable premium basics with strong brand identity. MProtect competes in the same casualwear and activewear segment with a similar e-commerce-led, vertically integrated approach.
• Amaro: Brazilian online-first fashion retailer offering a curated mix of women's apparel and accessories through its own e-commerce platform. Comparable to MProtect in its pure-play DTC model, Brazilian market focus, and apparel-as-core product.

Broad incumbents

• Renner: Brazil's largest fashion retailer with extensive physical and digital presence across men's, women's, and children's apparel. A large incumbent that competes with MProtect across many of the same casual and athleisure categories, although at much greater scale and breadth.
• Shein: Global ultra-fast-fashion DTC platform with strong penetration in Brazil. Competes with MProtect on price, breadth, and digital-first customer experience, though at vastly larger scale and with global supply chain.
• Riachuelo: Brazilian mass-market fashion retailer with both physical stores and e-commerce. Overlaps with MProtect in affordable casual and athleisure apparel for women and men, but at significantly larger scale.
• Hering: Iconic Brazilian basics apparel brand with broad distribution including DTC e-commerce. Comparable to MProtect in casualwear and cotton basics, though Hering is much larger and more established in the market.
• Malwee: Brazilian apparel brand with strong presence in casual wear, activewear, and beachwear both wholesale and DTC. Comparable to MProtect in target demographic and product categories, with additional scale via retail partnerships.
• C&A Brasil: Mass-market fashion retailer operating stores and online channels across Brazil. Competes with MProtect in affordable casualwear and beachwear, with a much broader assortment and omnichannel footprint.

Others

• OQVestir: Brazilian online fashion marketplace aggregating multiple brands and designers. Functions as an alternative shopping channel for Brazilian apparel consumers and represents an indirect competitive channel rather than a direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mprotect

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MProtect