MO
Portuguese fashion label offering clothing, footwear, accessories and home textiles for the whole family.
Last updated September 10, 2026
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Overview
MO is a Portuguese fashion label that has worked in textile retail for more than 25 years and states it is in the top 3 of the largest textile fashion brands in Portugal, part of the Cartão Continente brand ecosystem. It opened its first store in 1995 and later transitioned from the name Modalfa to MO. The brand operates more than 120 stores in Portugal plus an online store launched in 2015, and is also present in Spain, Italy, Czech Republic, Andorra and Morocco. It offers weekly new arrivals in clothing, footwear, accessories and home textiles for women, men, teens, babies and children, along with a strong essentials offering.
History
MO emerged from the opportunity to satisfy increasingly demanding and informed customers looking for stylish clothing at good prices. The brand, which has worked in textile retail for more than 25 years and states it is in the top 3 of the largest textile fashion brands in Portugal, is part of the Cartão Continente brand ecosystem. Since opening its first store in 1995, MO has evolved its value proposition and improved the shopping experience. With the transition from Modalfa to MO, the brand presents itself as practical, close, fun, authentic and curious, inspired by today's woman and her family. In 2015, MO launched its online store, www.mo-online.com.
Products and positioning
Stylish clothing at good prices for the whole family; practical, close, fun, authentic and curious, inspired by today's woman and her family.
Clothing, footwear, accessories and home textiles for women, men, teens, babies and children
MO offers weekly new arrivals in clothing, footwear, accessories and home textiles for the whole family, with a strong essentials offering.
Multi-brand baby care products
The online store offers a wide range of multi-brand baby care products such as strollers, furniture, textiles and toys.
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