São Paulo – Children’s clothes brand Brandili has increased its exports to the Arab countries and entered new markets in the Middle East. According to the company trader, Fabiano Dahlke, sales to the region grew around 20% a year over the last three years and products reached Bahrain and Qatar in 2011. The brand has already reached Lebanon, the United Arab Emirates, Kuwait and Saudi Arabia.
Brandili has offices in Apiúna, in the state of Santa Catarian, and is one of the main children’s garment exporters in Brazil. The company makes 15 million garments a year and between 5% and 7% is shipped abroad. Of the total sold outside, 20% is turned to the Arab world. The Middle East, according to Dahlke, is among the main markets for the factory abroad, together with South America. In total, the brand reaches 26 countries.
Arab nations started buying Brandili products some nine years ago. Sales are through retail chains and through a distributor. It was the distributor from the Emirates, in fact, who took the brand to Saudi Arabia, Qatar and Bahrain. Brandili plans to continue growing in the Arab world through generation of closer ties with the distributor and with sales channels. “Our strategy is currently to further qualify our partners and reach more specialized channels,” said Dahlke.
According to the trader, the Brandili collection has broad acceptance worldwide, as the products made in Brazil do not suffer adjustments for export and the new collections are simultaneously sent to Brazilian and foreign clients. “Acceptance is great, due to the colour and design,” said Dahlke. Abroad, Brandili places ads in the local print media and also uses banners and displays. “Our actions abroad are turned to the points of sale,” he said.
According to Dahlke, Brandili is seeking continuity of its business abroad, even at a time of unfavourable economy. So much so that this year, with the international economic crisis, foreign sales should continue growing. The percentage of growth, however, should remain between 8% and 10%, lower than the 15% to 20% obtained over the last three months. The same growth is forecasted for exports to the Arabs.
Factory for kids
Brandili has two production units, one in Apiúna, where the company’s headquarters are located, and the other in the city of Otacílio Costa. Part of production is outsourced. The company was established in 1964 and, to make children’s clothes, the organisation consumes 230 tonnes of fabric a month. The clothes are for babies, starting at three months age, up to youths aged 18.
Brandili has four product lines. The Extreme brand is turned to youths aged 12 to 18, Club Brandili is for clothes for everyday use, Brandili for more fashionable clothes, and Brandili Mundi for special and more elaborate occasions. There is also Brandili Licenciados, through which the company makes clothes using characters like Jolie, Marie, Polly Pocket, Woody Woodpecker, Max Steel, Monica’s Gang and Disney, among others. Abroad, the company has licenses to sell Monica’s Gang products in all markets. The company may also ship Disney products to some countries.
In the international market, Brandili has products sold at multi-brand shops. There are 13,000 points of sale abroad and in Brazil. Within the country, however, the company is also investing in its own shops. It has a unit in the state of São Paulo. The company has expansion plans in the area, according to Dahlke. There are also plans for growth in production. "Brandili has a constant growth and evolution plan,” said the executive.
The Brandili Mundi campaign is starred by child model Duda Bündchen, the niece of Brazilian supermodel Gisele Bündchen. Duda Bündchen even has an eponymous Brandilee collection with ecological fabrics. The garments are made to her taste and a share of sales revenues go to institutions that assist special needs children. The collection is in shops in Brazil, but the company has not yet defined whether it will also be exported.
Contact
Brandili
Site: www.brandili.com.br
Telephone: (+55 47) 3353-2498
E-mail: export@brandili.com.br
*Translated by Mark Ament
