In summer 2024, a Madrid-based luxury menswear brand quietly landed on the shelves of four high-end concept stores in Dubai. Known for its 24-carat gold-thread embroidery and minimalist, heirloom-inspired aesthetic, Frederick Mañez had already developed a cult following among private equity professionals and football icons across Europe. But its Gulf expansion — subtle, swift, and story-led — didn’t come through a trade fair or an expensive distributor retainer. It came through a firm many in the industry still haven’t heard of.
“The markets most brands ignore are growing the fastest”
ExportRo, a rising export growth platform founded by a group of former consultants, has been operating in the background of a larger global shift. While brands in developed markets battle tightening margins and muted demand, new economies — led by Indonesia, India, Japan, Vietnam, China, and the UAE — are quietly absorbing the next generation of premium imports. In some these markets, where two-thirds of the population is under 35 and consumer trust in foreign brands remains high, growth isn’t just possible — it’s accelerating.
According to McKinsey’s 2024 Emerging Consumer Index, household spending in South and Southeast Asia is expected to outpace Europe by more than 2:1 over the next five years. Meanwhile, mall traffic in cities like Riyadh and Ho Chi Minh City continues to surge, fueled by aspirational youth demographics and luxury-savvy consumers.
“The next 10 years of growth won’t come from the West”
For ExportRo, this shift represents a once-in-a-decade moment.
“We’re seeing an exodus of demand from traditional European retail,” says one vineyard owner in southern England. “The UK used to be reliable. But consumers are spending less, and our distributors are cutting SKUs. We’ve started shifting strategy entirely.”
In 2023 following a $1 million capital raise, ExportRo has grown through focus and reach — combining sharp positioning with a wide network of over 50,000 verified buyers and distributors across the world’s highest growth markets. The team runs targeted export campaigns that don’t just generate introductions, but actively warm the market through local events, curated digital content, and tailored outreach to its network of buyers.
ExportRo’s model blends the scale of tech with the nuance of human connection. Acting as a concierge go-to-market partner, the company helps brands assess market fit, generate awareness through soft marketing pushes, and secure real conversations with stockists and regional buyers — particularly in Asia and the Middle East, where consumer optimism and appetite for foreign brands remain strong.
“The goal is to build something like a Bloomberg for export intelligence — but with the human layer still intact,” says one team member. “In many of these markets, in-person presence and relationships still drive outcomes. We combine that with real-time buyer data and network leverage.”
The results speak for themselves. In addition to Frederick Mañez’s strategic expansion into the UAE, ExportRo has powered entry campaigns for Kate of Tokyo, a cult Japanese skincare brand now entering wellness stores across Jakarta and Dubai; Tavanix, a Singaporean women’s cosmetics brand running pilots in Vietnam; and Dad’s Hat, a Pennsylvania rye whiskey label building buyer momentum in Southeast Asia’s fast-growing hospitality sector.
“The home market isn’t enough anymore”
Western brands are realizing they can no longer rely on home markets alone. Inflation-adjusted discretionary spending in countries like the UK and Germany has dropped sharply since 2021. Consumers are trading down. Even in the U.S., retail growth forecasts have softened for 2025 amid persistent rate pressures and evolving generational preferences.
Contrast that with the energy of Southeast Asia. Vietnam’s household income has doubled in the last decade. India’s luxury segment grew by 11% year-on-year in 2024, with 80% of buyers under age 40, according to Bain. In the UAE, foreign brands still represent trust, status, and aspiration — not saturation.
“You don’t need to be in every market,” an ExportRo advisor explains. “You just need to be in the right one — and show up with credibility.”
For an emerging wave of founders and operators, the message is increasingly clear: the next 10 years of meaningful growth won’t be won at home. They’ll be earned abroad.
