Isaura Daniel
São Paulo – Brasilsul, a factory and retailer of sports clothes, based in the city of Porto Alegre, capital of the southernmost Brazilian state of Rio Grande do Sul, is discovering the Middle Eastern market. The company started selling sports clothes to Lebanon at the end of last year and, according to export director Renata Duarte, shipping should double this year.
Sales to the country, however, are still small. Last year, they were no greater than 1% of all company export, around US$ 1 million.
Brasilsul started operating 21 years ago, and produces around 3,000 items per day, among jerseys, tops, shorts, bermudas, leggings, trousers, vests, bathing suits, jumpsuits, tracksuits, bags, backpacks, dresses, and sports accessories. All the activewear articles are made in just one factory in Porto Alegre.
Apart from the 500 points of sale it reaches in Brazil, production is also distributed to the United States, Canada, Central America, Asia, Europe, and other countries in South America. Last year foreign trade represented 30% of company revenue. This year, they should reach around 40%. "We hope to increase export by 30%," stated Renata.
Brasilsul entered the foreign market around ten years ago. Nowadays Central America is the largest company market outside Brazil. The region is responsible for 33% of factory export revenues, followed by Asia, with 27%, the United States and Canada, with 23%, Europe and South America, with 11%, and the Middle East, with 6%. In the Middle East, apart from Lebanon, activewear is also sold to Israel. In Lebanon, brand sales are through a local distributor.
Stores in Mexico
The company has strong presence in Mexico, where it maintains five franchises. "We are about to open another three franchises in the country," stated Renata. Brasilsul has a master franchiser in the region, and he is responsible for network expansion. One of the next company objectives is to set up stores in Spain and Portugal.
In Brazil, the industry also sells directly on the retail market. The company has seven of its own stores in the cities of Porto Alegre, Garopaba (in Southern Santa Catarina), Fortaleza (in Northeastern Ceará), São Paulo and Ribeirão Preto (in Southeastern São Paulo), and another three franchises, in Florianópolis (Santa Catarina), São Paulo, and Curitiba (In Southern Paraná).
The clothes are made out of noble raw material, such as Suplex and intelligent fabrics, which absorb sweat and have anti-bacterial action.
A pair of trousers made by the band is sold for around US$ 32 in Brazil. The price, however, varies according to the market. In Mexico, for example, where great investment has been made in advertising, trousers are traded for between US$ 60 and US$ 70.
Brasilsul is a family company, established by stylist Heloisa Segall. Around 190 employees work in the factory.
Service
Brasilsul
(+5551) 3018 8888
www.brasilsul.net
