The insider fashion retailer celebrates on Tuesday, April 15, its eighth anniversary and projects revenues around R $ 600 million, a 50% jump over gross revenue of about R $ 400 million, reached by the company in 2024.
Founded in 2017 by Yuri Gricheno and Carolina Matsuse, Insider says it has gained more than half a million customers in more than 50 countries, besides Brazil, which remains the brand’s main market.
In an interview with Infomoneythe co -founders said that sales of insider products to other countries were not exactly planned. “It was a super positive surprise to understand that we have a potential to climb not only in Brazil, but globally,” said Gricheno.
The most famous product of the insider portfolio is the tech t-shirts, technological t-shirts that dispense with the use of iron, whose ads are almost ubiquitous on Youtube and social networks, especially within digital influencers videos.
With 1.1 million followers on Instagram, the brand bets on influence marketing, especially niche influencers to connect with its audience. “Authenticity is fundamental to us. We want influencers who are aligned with our values and can communicate our proposal genuinely,” said Gricheno.
The authenticity of the content is attributed to the diversity of influencers that the brand hires and the freedom given to content creators. “This task is very much in the hands of influencers, who are free to insert their own tone of voice and their way of communicating in the content,” he explains.
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In this sense, the brand is not limited to influencers with many followers, understanding niche influencers as strategic to reach the public that values conscious consumption.
Despite being a, a majority sector, the insider is asset light. The extraction of raw materials, wiring, weaving and other steps of clothing production are performed by partners, while the company focuses only on e-commerce.
Insider does not use cotton or polyester in its collections. Instead, opt for fibers of cellulosic origin, such as modal and lyocell, pulp -based fabrics from reforestation wood. “These fibers have less environmental impact and are more durable,” Matsuse explained.
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Regarding fierce fashion retail competition, co -founders stressed that insider does not see direct competitors.
“The customer who buys with Insider is loyal not only for brand and product, but also to the value proposition. We see customers buy back because they believe in the purpose of the brand,” explains Gricheno.
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“Our focus is to educate consumers about the importance of choosing products that not only meet their needs, but also have a positive impact on the environment,” adds Matsuse.
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News for 2025
Insider is the first in Latin America to establish a partnership with WoodSpin, a joint venture between Spinnova and Suzano, by signing a letter of intent (LOI), which guarantees the supply of sustainable fiber and biodegradable Spinnova to Insider by 2029.
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This fiber is produced from a unique process that transforms renewable wood pulp into textile fibers, without the use of harmful chemicals or dissolution agents, with CO2 emissions and minimum water consumption during production.
The company also shared it prepares four releases for 2025 – among them, a technology focused on thermal comfort.
