São Paulo – The women’s shoes manufacturing company Status, based in the state of Rio Grande do Sul, is increasing its number of clients in the Middle East. The company exports to four stores in the region, being two in the United Arab Emirates and two in Kuwait, and has conquered two new clients after attending Expo Riva Schuh, a trade fair for the industry that was held this month in Italy. The new buyers are also from the Emirates and Kuwait, according to Juliana Land Behrend, a partner at Cosmopolitan, a commercial representation company that works for Status.
Status has a plant in the city of Igrejinha, in the interior Rio Grande do Sul, and Cosmopolitan is based in Novo Hamburgo, a shoe manufacturing hub in the metropolitan region of the state capital Porto Alegre. Status makes shoes under the Capelli Rossi brand and exports its products both with its own brand and the client’s. Products in both categories are shipped to the Arab world. According to Juliana, sales to the Emirates started approximately one year ago, and to Kuwait, five years ago.
Juliana explains that the shoes purchased by the Arabs have a different profile than those shipped to Europe. “They are not the classic type. They have more heels, platforms, they are more open, and have more brilliance, they are summer-type shoes,” says the businesswoman. The latest client in the Emirates, for instance, only bought platform sole shoes – approximately 1,000 pairs.
One of the older clients in the Emirates, in turn, also owns a store in Kazakhstan, so it purchases boots lined with sheep fur, because winter is harsh in the country. At Expo Riva Schuh, Status also sold from 800 to 900 pairs to a new client in Kuwait.
According to Juliana, when it comes to shoes, Arab clients have a taste more similar to that of Brazilians than to that of Europeans. But it is more in keeping with the footwear that the middle and upper classes wear, rather than the type worn by the working class.
The partner of Cosmopolitan explains that for its summer collection – which is now on sale at stores –, Status has developed bolder models, and that, according to Juliana, has helped increase its number of clients in the Arab world. The company is awaiting visits by more Arab importers during Francal, a trade show for the industry that will take place in São Paulo in August, during which, as in Riva Schuh, the summer collection will be presented.
Juliana claims that the Arabs do not account for a significant share of the company’s exports, but she believes that the market share may grow. Earlier this decade, when exchange rates were more favourable to exports, the company also sold to Oman and Saudi Arabia. “It is a very good market to work with, we have been doing business with them for years now and never had any trouble. They are very honourable clients,” explains Juliana.
Presently, 80% of Status’ exports go to Europe. The company is medium-sized, is 34 years old, and produces 1,000 pairs a day. Aside from Status, Cosmopolitan supplies four other shoe companies. It acts as a commercial representative for these companies in Europe, the Middle East, Asia and Oceania.
Contact
Cosmopolitan
Telephone: (+55 51) 3582-4040
E-mail: juliana@cosmopolitan.srv.br
*Translated by Gabriel Pomerancblum
