Clube Morena Rosa

What Clube Morena Rosa does

Clube Morena Rosa is the franchise retail concept operated by Grupo Morena Rosa, a Brazilian fashion conglomerate founded in 1993 and headquartered at an industrial fashion park in Cianorte, Paraná. The company distributes five owned fashion brands—Morena Rosa (flagship, founded 1993), Maria.Valentina, Zinco, Iódice, and Lebôh—across women's apparel, beachwear, fitness, accessories, and eyewear. The franchise network spans 50+ physical stores across all five Brazilian regions plus one international unit in Santa Cruz de La Sierra, Bolivia, supported by an integrated e-commerce storefront at lojavendedor.clubemorenarosa.com.br.

The franchise offering is structured in three tiers: a single-brand Morena Rosa format (minimum R$300,000 investment, 50–60 m², 28–36 month ROI, 8–12% profitability), a multi-brand Clube Morena Rosa format combining four brands (minimum R$470,000, 70–80 m²), and a consignment-based Morena Rosa Super Light format (minimum R$120,000, 55–80 m², 24-month ROI, 7–15% profitability). The franchisor charges no royalties and no advertising fund fees; revenue is generated primarily through inventory sales to franchisees from its 100% nationally manufactured supply chain, with a stated 2.6 markup described as among the best in the Brazilian fashion market. Supporting technology includes Ship From Store (using stores as fulfillment centers), Prateleira Infinita (unlimited digital shelf), Fale com o Vendedor (omnichannel customer-to-salesperson communication), CRM, Cashback loyalty, and a Sales App for vendor enablement.

The end customer is modern Brazilian women seeking versatile fashion for casual, work, and special-occasion use. The company emphasizes community engagement through in-store events, wellness talks, image consulting, and personalized customer celebrations. Grupo Morena Rosa employs 1,500+ people at its Cianorte industrial park and corporate offices (with Clube Morena Rosa's franchisor-level headcount stated at 93 in firmographic data), holds ABF Selo de Excelência em Franchising 2026 and ALSHOP Prêmio Lojista 2019 recognition, and is certified by ABVTEX for ethical textile production and Fundação ABRINQ for child welfare compliance.

Name

Clube Morena Rosa

Legal name

Clube Morena Rosa

Website

https://clubemorenarosa.com.br

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Clube Morena Rosa is a Brazilian women's fashion retail franchise network under Grupo Morena Rosa, operating 50+ stores across Brazil and one international store in Bolivia. It distributes five owned fashion brands via three franchise tiers and an integrated omnichannel technology platform.

Ownership category

akta.pro rank

Product category

Women's Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro industry

PRIMARYCRAAABAB

Women’s Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

SECONDARYCRAGAGAB

Contemporary Women’s Specialty Department Stores

Consumer Products & Retail/General Merchandise & Department Stores/Junior / Specialty Department Stores

SECONDARYCRAAABAH

Fast Fashion & Trend-led Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

Keywords

• Women fashion retail
• Fashion franchise network
• Multi-brand apparel
• Omnichannel fashion store
• Brazilian fashion brands

Headquarters

HQ city

Cianorte

HQ country

Brazil

HQ region

Latin America

Offices32 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Retail Sales: Revenue generated from retail sales through franchisee-owned physical stores and e-commerce. Franchisees pay investment fees and purchase inventory from the Group, while the company provides brand, marketing support, and operational guidance. No royalty fees charged.
2. E-commerce Sales: Direct online sales through lojavendedor.clubemorenarosa.com.br integrated with franchise inventory via omnichannel solutions

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Clube Morena Rosa operates a multi-brand women's fashion retail franchise network in Brazil, selling clothing, beachwear, fitness apparel, eyewear, and accessories under five owned brands (Morena Rosa, Maria.Valentina, Zinco, Iódice, and Lebôh). The franchise operates three store formats (single-brand Morena Rosa, multi-brand Clube Morena Rosa, and Super Light consignment) and combines physical retail with an omnichannel platform featuring Ship From Store, Infinite Shelf, and direct seller communication tools.

Product overview

Clube Morena Rosa operates as a fashion retail franchise network under Grupo Morena Rosa, offering multiple fashion brands including Morena Rosa (flagship brand founded 1993), Maria.Valentina, Zinco, Lebôh, and Iódice. The company operates through three franchise models: Morena Rosa (single-brand, 50-60m²), Clube Morena Rosa (multi-brand combining four brands, 70-80m²), and Morena Rosa Super Light (consignment model, 55-80m²). The omnichannel offering includes features such as Ship From Store, Prateleira Infinita (Infinite Shelf), Fale com o Vendedor, Sales App, CRM, and Cashback. Product categories span fashion, beachwear, fitness, accessories, and eyewear across five lines.

Differentiator

Problem solved

Functional benefit

Brands

• Morena Rosa: One of the main women's fashion brands in Brazil, synonymous with style that translates current trends creatively, femininely, with the essence of Brazilian identity. Founded in 1993.
• Maria.Valentina
• Zinco
• Iódice
• Lebôh

Products and services

• Morena Rosa brand Flagship Brazilian women's fashion brand founded in 1993, offering collections of looks and accessories that translate current trends in a feminine way with Brazilian identity; targets modern, sophisticated women.
• Maria.Valentina brand Women's fashion brand symbolizing sophistication and good taste, offering light pieces for casual moments, work occasions, and special evenings; targets the contemporary, confident, cosmopolitan woman.
• Zinco brand Contemporary streetwear brand with a free and authentic feeling, connecting with vibrant, energetic women; offers stylish, sophisticated pieces with exclusive prints balancing comfort and style.
• Lebôh brand Contemporary, authentic, and original fashion brand offering newness to fashion for women who express their ideas and value what is unique; designed for free, connected feminine lifestyles.
• Iódice brand Contemporary women's fashion brand for confident women who seek to stand out; each piece is crafted with attention to detail, providing confidence and sophistication for any occasion, featuring timeless designs with handcrafted details and noble raw materials.
• Morena Rosa franchise (single-brand format) Single-brand franchise model featuring the Morena Rosa brand; ideal store size of 50-60m², with investment starting from R$300,000, ROI of 28-36 months, and profitability of 8-12%; targets prospective franchisees seeking a focused single-brand fashion store.
• Clube Morena Rosa franchise (multi-brand format) Multi-brand franchise concept bringing together four brands from Grupo Morena Rosa (Morena Rosa, Maria.Valentina, Zinco, and Iódice) in a single operation; ideal store size of 70-80m², with investment starting from R$470,000; targets prospective franchisees seeking a diversified multi-brand fashion store.
• Morena Rosa Super Light franchise (consignment format) Flexible consignment franchise format combining four brands from Grupo Morena Rosa with consigned inventory; ideal store size of 55-80m², ROI of 24 months, profitability of 7-15%, and investment starting from R$120,000; targets prospective franchisees seeking a lower-investment, lower-risk entry into fashion retail.
• Clube Morena Rosa e-commerce store Direct online sales channel at lojavendedor.clubemorenarosa.com.br integrated with franchise inventory through omnichannel solutions (Ship From Store, Infinite Shelf, and Fale com o Vendedor); offers shoppers the full multi-brand catalog delivered from local franchise stores.

Quantifiable outcome

• ROI of 28-36 months for Morena Rosa franchise format
• +4 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Hering: Brazilian basic apparel mass retailer with a national multi-brand footprint including Hering, Dzarm, and Hering Kids. Comparable nationwide distribution and mass-market positioning, though skewed toward basics rather than fashion-forward styles.
• H&M: Global fast-fashion retailer with a growing Brazilian footprint. Comparable mid-market women's apparel positioning and omnichannel retail model, though operating corporate-owned stores rather than franchising.
• Renner: Brazil's largest fashion department store chain operating ~600 stores nationwide. Comparable as a multi-category women's apparel mass-to-mid-market retailer in Brazil, though significantly larger and with a broader assortment beyond fashion.
• Zara (Inditex): Global fast-fashion incumbent with ~70 stores in Brazil. Competes for the same trend-driven women's apparel customer with faster inventory turnover; relevant comparable on omnichannel execution and category.

Emerging players

• Farm Rio: Brazilian contemporary women's fashion brand with strong DTC e-commerce and selective wholesale. Comparable Brazilian identity and female customer, but younger and more digitally native than ClubeMR's franchise-led model.
• Shein: Global ultra-fast-fashion marketplace aggressively expanding in Brazil. Increasingly relevant competitor for trend-driven mid-market women's apparel, particularly via digital channels that compete with ClubeMR's omnichannel e-commerce.

Direct peers

• Marisa: Brazilian specialty retailer historically focused on lingerie and women's apparel with hundreds of stores nationwide. Comparable women's apparel focus and price tier, though Marisa has faced recent financial restructuring.
• C&A Brasil: Specialty women's apparel retailer with ~300 stores across Brazil serving similar mid-market customers. Comparable assortment and price positioning, though C&A is owned by a global parent (Cofco) rather than operating as a domestic franchise.
• Riachuelo: One of Brazil's largest specialty apparel chains with ~300 stores focused on affordable women's fashion. Comparable mid-market positioning and physical retail footprint, though Riachuelo operates corporate stores rather than a franchise model.
• Carmen Steffens: Brazilian women's fashion brand operating primarily through a franchise network across Brazil and internationally. Closely comparable business model and customer demographic to ClubeMR, though positioned at a more premium price point.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/clubemorenarosaoficial
• LinkedInlinkedin.com/company/clube-morena-rosa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Clube Morena Rosa