At 32, entrepreneur from RS earns R$ 1 million with inclusive lingerie
Based in the city of Dois Irmãos, in Rio Grande do Sul, Frida started as an e-commerce and became a franchise in 2020
Entrepreneur Camila Reginato, 32, worked in advertising and got tired of seeing photos of women being retouched to favor an aesthetic standard that was difficult to achieve. When she decided to undertake, she wanted to break those patterns. In 2017, Reginato created the Frida Underweara brand of inclusive lingerie, whose proposal is to offer beautiful and comfortable pieces for different types of bodies. “Real women are protagonists of our brand. Here we don’t manipulate images and we honor women’s stories,” she says.
For this, the brand has, for example, pieces for women who breastfeed and want to wear a bra with lace, or even sets in larger sizes, designed to be comfortable and beautiful. The publicity photos feature models with bodies of different sizes, pregnant women, with tattoos, scars and stretch marks.
Based in the city of Dois Irmãos, in Rio Grande do Sul, Frida started as an e-commerce and became a franchise in 2020, focusing on women in search of financial independence. The initial investment for those who want to become a franchisee is between R$ 6 thousand and R$ 22 thousand, depending on the chosen model.
The franchise modalities are: digital, in which the franchisee sells only over the internet; home office, where the franchisee offers products for prompt delivery to customers; and Espaço Frida, with sales in a physical space and focus on partnerships with commercial establishments.
In May, Frida also launched the Frida Box, a subscription model in which the customer receives a product from the brand at home every month, in addition to products and gifts from other well-being brands. The subscription costs between R$129 and R$159 per month, depending on the plan chosen. The goal is to reach 300 subscribers by the end of the year.
The brand earned 1 million reais in 2021 and the expectation is to double that amount this year. Today Frida has 35 franchises, with a goal of reaching 100 units. For 2023, the plan is also to invest in own stores, with the expectation of opening up to ten units.
Reginato left his CLT job at age 25 to undertake. He started with a communication agency and also had a coworking space. Both were later incorporated into Frida’s operation. For women who want to bet on their own business, the entrepreneur says: “We are all afraid, but we have to go with fear and risk more. When things are done with love, they work out.”