Geovana Pagel
São Paulo – "They do not deform, have no smell, and do not lose their straps" is the famous Brazilian slogan of Havaianas sandals, produced in the country for 41 years. The maker, São Paulo Alpargatas, has annual revenues of over US$ 280 million and exports to 56 countries, among them Saudi Arabia and Kuwait.
In 2001 the company started a more aggressive brand internationalization strategy and, ever since, natural and synthetic rubber sandal export has doubled by the year. In 2003, 6 million pairs were sold on the foreign market.
Alpargatas director Angela Hirata recalls that between 1994 and 1999, the sandals were basically sold to countries in South America. "In 2000 we started going after other markets and today we are exporting to five continents," commemorates Hirata.
International distributors are located in Canada, Mexico, the United States, the Caribbean, Central America, South America, Europe, the Middle East, Japan, Australia, and New Zealand.
"Business perspectives for 2004 are good and our target is to grow at least 50%," she guarantees. So as to reach this growth objective, according to Hirata, customized Havaianas with greater added values are being developed and new markets for other Alpargatas products, such as Rainha, Topper, Lonas Locomotiva, Conga, and Samoa are being developed.
Sales to the Arabs rise 500%
Saudi Arabia and Kuwait are the two Arab countries included in the list of new importers of Havaianas sandals.
Through a Saudi representative working since 2000, the company has registered a 500% growth in recent years. Up to 1999 sales were irregular and no greater than US$ 20,000/year. The value is currently around US$ 120,000/year.
According to Hirata, the first contact between the Alpargatas group and the Arab countries occurred in 1982, with products for the football sector, such as football boots and wear. Currently the models most sold to Arab customers are Havaianas Brasil and Trekking as well as other models under the Samoa brand.
Great success in Europe
Very popular in Brazil, the sandals became "cult" symbols and have already been the subject of articles in some of the main world newspapers, such as the New York Times, in the United States, Le Monde, in France, and Financial Times, in Great Britain.
This is due to the fact that Havaianas have become fashionable in Europe and have even been sold in the region for up to 100 pounds (around US$ 180) by stylists who decorate the rubber straps with stones, crystals, and beads.
In London it is possible to find cheaper Havaianas. However, the average price is still around 20 pounds (US$ 36), a price at least 10 times larger than in Brazil.
In the evaluation of the export directory, Havaianas foreign success is the result of research into world fashion tendencies, and mainly reflect "investment in marketing together with local distributors" and "product simplicity and quality."
According to Hirata, the company foreign trade department has been planning and coordinating international activities, evaluating potential customers, and taking care so that Havaianas may always be well positioned in the best shop windows worldwide.
Contact
In Brazil
Telephone: (+5511) 3847-7322
Site: www.havaianas.com.br
In Saudi Arabia
Khalid Al Amoudi Trading Est
Contact: Mr. Khalid Al Amoudi
Telephone: (+966 2) 644.0457
Fax: (+966 2) 644.7488
E-mail: amoudi13@icc.net.sa
