São Paulo, Brazil – March 2026
Azzas 2154, the largest fashion group in Latin America, has expanded its partnership with Sellforte, the leading agentic MMM (marketing mix modeling) and incrementality platform.
The collaboration will roll out MMM across a growing portion of its portfolio of more than 25 fashion brands, including FARM, Reserva, and Hering, with plans to expand across additional brands over time.
FARM store in Rio de Janeiro, Brazil
As marketing complexity grows across digital and offline channels, Azzas 2154 is taking a major step toward a unified, data-driven approach to measuring performance and improving marketing ROI across its brand ecosystem. Following a pilot with multiple MMM vendors, Azzas 2154 selected Sellforte based on its ability to support large-scale, multi-brand organizations with a scalable platform, deep industry expertise in fashion and retail, and a best-in-class user experience.
Thaynná Guerra Abreu, Media Specialist at Azzas 2154, said, "We’re very happy to deepen our collaboration with Sellforte and begin expanding MMM across multiple brands within Azzas 2154. As a large omnichannel retailer with operations across ecommerce and physical stores, it’s essential for us to understand how marketing drives incremental growth across the entire business. Sellforte gives us a clear and actionable view of how our media investments impact both online and retail performance, and we’re excited about scaling this approach further across the group.”
A group-level initiative for smarter, scalable marketing decisions
With Sellforte’s advanced MMM solution, Azzas 2154 will gain a consistent measurement foundation across its brands to:
- Quantify the incremental impact of marketing channels on sales
- Understand the true ROI of upper-funnel and lower-funnel activities
- Optimize budget allocation across media channels
- Enable faster, more confident data-driven decision-making
Turning Marketing Insights into Smarter Investment Decisions
“We’re thrilled to deepen our collaboration with Azzas 2154 and support this rollout across a growing number of brands within its portfolio,” said Paul Arpikari, Chief Commercial Officer at Sellforte. “Scaling MMM across a multi-brand organization brings a powerful new level of transparency to marketing performance. Together, we’re helping Azzas 2154’s teams better understand what truly drives incremental sales and turn those insights into smarter investment decisions.”
About Azzas 2154
Azzas 2154 S.A. (AZZA3) is the largest fashion group in Latin America, formed in 2024 through the merger of Arezzo&Co and Grupo Soma. The company manages a portfolio of 28 brands across footwear, accessories, and apparel, including Arezzo, Schutz, Anacapri, Vans, Farm, Animale, Hering, and Reserva. With more than 25,000 employees, Azzas 2154 aims to expand the global presence of Brazilian fashion through innovation, creativity, and strong brand ecosystems.
About Sellforte
Sellforte is an AI-powered marketing optimization platform built for retail, eCommerce, and DTC brands. Powered by Sellforte AI, the platform combines proven Marketing Mix Modeling with forward-looking intelligence to forecast, recommend, and optimize media budget decisions with confidence and precision.
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