The shopping experience in Brazil no longer fits solely within a physical store. Whereas consumers once sought out items at the mall, today they move between digital showcases and in-person fitting rooms, combining channels and demanding agility, convenience, and identity. This behavior reflects a global trend, but with particularities in the domestic market: while a report by Opinion Box revealed that 88% of Brazilians make digital purchases at least once a month, a survey by fintech Koin found that 57.6% of domestic consumers prefer to buy clothes online rather than going to physical stores.
In the men’s segment, the transformation is even more noticeable. The increased interest among men in fashion, self-care, and style has elevated this market’s status. Men’s fashion in Brazil has been growing by about 30% per year, according to Sebrae, placing the country among the world’s eight largest markets in this segment. Within this context, the Paraná-based holding company AKR Brands, which includes the brands King&Joe, King&Joe Play, and King&Joe Black, serves as an example of how digitalization can be structured not only to sell directly to consumers but also to strengthen the retailer network.
“Today, consumers don’t differentiate between online and in-person. They want access to collections on their phones, but also to try items in-store, share on social media, and buy through whichever channel is most convenient,” comments CEO Allan Soares.
A highlight of the group’s operations is how the digital process directly involves partners. Since late 2024, the company has intensified the provision of digital materials such as high-resolution images, videos, reels, and ready-made social media content for retailers. The initiative aims to facilitate communication and support resellers, allowing each point of sale to strengthen its digital presence without needing to build in-house marketing teams.
According to Soares, this approach is a differentiator in the sector. “Many brands focus efforts only on their own e-commerce or on major marketplaces. We understand that retailers need to be protagonists because they are the ones at the front line of consumer relations. By providing communication tools, we strengthen not only the brand but also the partner’s sell-out. This creates a chain effect: the more relevant the retailer is in their community, the stronger the entire ecosystem becomes. That’s why we work to ensure our brands are true retail partners, offering training, digital materials, and ongoing support to boost results,” he emphasizes.
The numbers reinforce the strategy. Serving over 3,000 B2B clients in 2,500 Brazilian cities, the group operates an 8,500 m² factory in Londrina (PR) and expects to produce 2 million items this year. In 2024, the holding company reached R$ 100 million in consolidated revenue and projects closing 2025 with R$ 120 million, a 20% growth. The long-term goal is to triple this volume over the next five years.
In addition to digitalization, AKR Brands invests in training and strengthening its partner retail network. One example is AKR Acelera Lojista, a program with monthly meetings offering content on retail management, industry trends, and digital transformation. In September, the company also promotes Front Academy, an immersive training for representatives of the three holding brands, focusing on skills development, strategic alignment, and portfolio updates.
For the CEO, the future of men’s fashion in Brazil depends on this type of integration. “The market is expanding, but also competitive. Consumers are more informed, more connected, and demand authenticity, so brands and retailers that fail to adapt to the digital pace risk losing relevance. The challenge is significant, but it’s also an opportunity to build a long-term relationship with this audience,” he says.
AKR Brands’ trajectory reflects a broader movement in national retail: the transition from a model centered on physical points of sale to an integrated network where digital presence, logistics, and relationships go hand in hand. More than a technological shift, it is a cultural change that is reshaping the foundations of consumption in Brazil.
