São Paulo – Beachwear brand Lenny Niemeyer wants to boost sales to Arab countries and enter other Arab markets. The brand has already exported to the United Arab Emirates and Lebanon and wants to increase exports by 20% with the opening of an on-line store through the brand’s local distributor there, according to information given to ANBA by the marketing manager of the company, Flavia Leal.
The company exports to Arabs through a distributor, which owns a shop, but also distributes the products to other multibrand shops in the region. By going online, later this year, the company estimates to be able to offer the brand’s products to all Arab market. According to Leal, the Lenny Niemeyer sends to Arabs their export-grade collection, with larger clothing than the items sold in Brazil.
The company is known for its beachwear, but in addition to bikinis and swimsuits and children swimwear, their collections include knitted pieces, plain weave items, and accessories such as handbags, shoes and costume jewellery. The brand’s creative director is Lenny Niemeyer, founder of her namesake company.
The company exports to nearly all the world, according to Leal, but the largest volumes in exports are headed to the United States and Europe. The foreign market has been receiving the brand’s creations for over ten years and currently accounts for 6% of the output. “We started by displaying our products in renowned fairs such as the Miami Swimshow (in the United States) and Who’s Next Paris (in France),” explains the marketing manager, about the process through which the company entered the foreign market.
Lenny Niemeyer has a factory and outsources some of the product lines. The beachwear line, however, is completely designed within the company. The company also features a permanent showroom and 20 shops throughout Brazil, in the cities of Brasília (in the Federal District), Vitória (in Espírito Santo), Belo Horizonte (in Minas Gerais), São Paulo (in São Paulo), Rio de Janeiro (in Rio de Janeiro) and Trancoso (in Bahia). A shop will soon be opened in Salvador (also in Bahia).
As the creative director of the brand, the founder coordinates a team of fashion designers and the fabric printing department. Lenny Niemeyer entered the segment in the end of the 70s, when she produced bikinis for famous labels. In 1991 she created her own brand and opened a store in the bustling district of Ipanema, in the city of Rio de Janeiro. She was chosen best fashion design of the year by the famous Brazilian magazine Veja.
Lenny Niemeyer
Website: www.lennyniemeyer.com
Phone: (+5521) 3923 0399
Email: commercial@lennyniemeyer.com
*Translated by Rodrigo Mendonça
