METRO BRAZIL Announces SAR 30+ Million Investment in Saudi Arabia, with Launch of Riyadh Flagship
• A SAR 30 million+ investment set to expand METRO BRAZIL’s presence in Saudi Arabia, with 70% of the funds allocated to local operations
• The first physical flagship store scheduled to open in Riyadh in 2026, aiming to translate METRO BRAZIL’s strong e-commerce presence into a tangible retail experience
• This expansion will create numerous job opportunities for Saudi women, supported by an all-female store team and structured training and leadership pathways that align with Vision 2030
METRO BRAZIL, the first e-commerce platform dedicated to premium Brazilian shapewear in the region, has announced its expansion plans for the Kingdom, supported by a substantial investment that builds on its established online presence in Saudi Arabia. As part of its long-term commitment, the company is relocating its regional headquarters to Riyadh. This move includes an initial investment of over SAR 30 million, as well as the opening of the brand’s first physical flagship store in Riyadh, which is scheduled to open in 2026.
The flagship store launch marks a strategic new chapter for METRO BRAZIL in Saudi Arabia, showcasing the brand’s long-term commitment to the market and its alignment with the national transformation agenda under Vision 2030. Designed to blend Brazilian creativity with Saudi elegance, this store aims to provide an immersive retail experience centered around inclusivity, comfort, and modern femininity.
METRO BRAZIL’s investment plan exceeds SAR 30 million, with 70% allocated to local operations, including store development, local hiring, training, and marketing. Following the opening in Riyadh, the brand plans to expand its physical presence across the Kingdom, targeting future locations in Jeddah, Dammam, and Medina over the next two to three years. Additionally, there will be an accelerated expansion of its online store to ensure nationwide accessibility.
“At METRO BRAZIL, our goal is to be part of the remarkable transformation occurring in Saudi Arabia under Vision 2030,” said Alaa Kara Ali, Founder and CEO of METRO BRAZIL. “Our relationship with Saudi customers has already been shaped through e-commerce, and this flagship store is a natural evolution that deepens our presence, invests locally, and creates opportunities that reflect the ambitions of the Kingdom and its people.”
A central aspect of METRO BRAZIL’s expansion is women’s employment and skills development. The Riyadh flagship plans to create numerous job opportunities for Saudi women in retail, customer service, marketing, and management. New hires will participate in a comprehensive training program that includes customer experience, store operations, experiential retail, marketing and social media, and leadership development. This program will provide clear pathways for advancement into supervisory and managerial roles.
“We are creating an environment where Saudi women can grow with the brand and shape its future in the Kingdom,” Alaa added. “We are proud that our Customer Service Department is led by a Saudi woman, and we aim to see more Saudi women in leadership roles as our presence in Saudi Arabia expands.”
To foster local ecosystem growth, METRO BRAZIL is strengthening partnerships with Saudi logistics and distribution firms, local contractors for store fit-out and construction, and established Saudi marketing agencies that have supported the brand’s GCC presence for over eight years. The company will also engage with national initiatives and entities, such as Monsha’at, the Ministry of Human Resources, and the Tamheer program by HRDF, to enhance women’s employment and training in direct support of Vision 2030 workforce priorities.
METRO BRAZIL’s strategy in Saudi Arabia continues to reflect local consumer preferences, focusing on products that combine elegance and comfort while respecting cultural values. The brand’s positioning in the Kingdom emphasizes confidence and empowerment, highlighting its belief that comfort and self-assurance are essential components of modern beauty.
Additionally, METRO BRAZIL brings a strong commitment to community engagement in Saudi Arabia. The brand previously partnered with the Saudi Cancer Society in the Eastern Province, dedicating a portion of sales from its surgical shapewear collection during October 2024 to support breast cancer programs under the “Al Sharqiya Wardiya” campaign. Future initiatives will further assist women through entrepreneurship and skills development in fashion, marketing, and retail.
