When I first slipped into a workout set from Metro Brazil, I immediately understood the hype. The material felt soft against my skin, comfy and breathable, not too snug but ideal for a run or even a strength workout. It’s the kind of fit that adapts effortlessly to every body type—truly designed for all sizes. This first-hand experience set the stage for discovering the story of a brand that blends cultural authenticity with a commitment to quality.
Founder’s Spotlight: Alaa Kara Ali, Founder and CEO of METRO BRAZIL
This emphasis on comfort and inclusivity stems from the founder’s vision, shaped by his experience living between the Middle East and Brazil. The brand was born out of a desire to bridge these two cultures, blending the vibrant aesthetics of Brazil with the Middle East’s appreciation for understated elegance. Shapewear is making a splash globally with brands like SKIMS gaining a loyal fan base and the market in the Middle East is ripe for the offering. Brazilian shapewear could hit the sweet spot.
Revolutionizing Luxury E-Commerce with METRO BRAZIL
At the heart of METRO BRAZIL’s journey is a deep understanding of cultural nuances. “Looking back at my cultural journey as a Middle Eastern person, it feels like I’ve traveled through an enriching mix of experiences, each teaching me something valuable,” says Alaa Kara Ali, Founder and CEO of METRO BRAZIL.
Living in Brazil transformed his perspective further. “Combining my Middle Eastern and Brazilian experiences has been key to my business success. It has helped us spot opportunities and tailor our marketing to exactly what our customers need,” says Ali. This cultural fusion is evident in every aspect of the business, from product design to marketing campaigns, building genuine connections with Middle Eastern consumers who value authenticity and attention to detail.
Timing and Innovation: A Winning Formula
Launching METRO BRAZIL just before the COVID-19 pandemic proved serendipitous. The pandemic accelerated the shift to online shopping, allowing the brand’s e-commerce platform to thrive. “Our platform was perfectly positioned to meet that surge. As a result, we experienced a much higher increase in sales than we initially expected,” the founder recalls.
But METRO BRAZIL’s model isn’t just about being online-first. It’s about leveraging this agility to deliver personalized, exceptional experiences. “Our model is built on direct engagement with consumers through digital channels, which enables us to provide personalized experiences and services that traditional retail simply cannot match.”
Changing Attitudes Towards Shapewear
Introducing shapewear to the Middle East required a thoughtful approach. The founder outlines several strategies that have helped normalize the category in a region where privacy and cultural sensitivity are paramount.
“We focus a lot on educational marketing,” Ali explains. “We talk about the practical benefits of shapewear, like how it can improve posture or offer support throughout the day. This way, we shift the focus from looks to wellness and comfort, which resonates well here.”
Collaborations with local influencers have also been pivotal. “We team up with local figures who share our brand’s values… making it more relatable and acceptable for their audience,” he adds.
Standing Out in a Competitive Market
The luxury e-commerce space in the Middle East is fiercely competitive, with global giants like SKIMS making waves. Yet METRO BRAZIL has carved its niche.
“Our products stand out due to the superior quality of materials and the advanced technology used in their manufacture,” the founder says confidently. “The difference is so distinct that even someone with no prior knowledge of shapewear can feel the superiority of our products with just a simple touch.”
As a Middle Eastern-founded brand, METRO BRAZIL leverages its deep understanding of the region’s cultural nuances. “This is another reason we are uniquely positioned and the preferred choice,” emphasizes Ali.
Preparing for the Future
With plans to expand further into Middle Eastern markets like Oman, Kuwait, Qatar, and Bahrain, METRO BRAZIL is poised for continued growth. The founder is equally focused on innovation.
“Our most recent launch — the AI Smart Fitting Room — is a game-changer,” he reveals. “It allows customers to virtually try on outfits, ensuring the perfect fit before they make a purchase.”
Looking ahead, METRO BRAZIL is set to redefine the shopping experience. “We’ve got some big surprises planned for 2025 and 2026… Stay tuned, because METRO BRAZIL is looking to redefine, again, luxury shapewear in the GCC.”
A Vision Rooted in Excellence
From its origins as a one-person operation to becoming a leader in luxury shapewear, METRO BRAZIL’s journey is a testament to resilience and vision. Through cultural understanding, product innovation, and an unwavering commitment to customer experience, the brand is setting new standards for luxury e-commerce in the Middle East.
As Ali succinctly puts it: “We don’t merely compete; we set a new standard.” And that’s precisely what makes METRO BRAZIL a force to be reckoned with.
