São Paulo – A male shoe producer, Jovaceli has entered the heat of the Middle East, a market niche for the export of its products. The company exports shoes and sandals that are appropriate for the strong summer of the region, with sales to retailers in the United Arab Emirates and Kuwait.
"We sell shoes for the heat. They are shoes with no lining and sandals. They are made out of fine and light leather. Regarding the colours, the Arabs only purchase black and coffee,” said José Luiz Malta, the owner of Jovaceli. A small company, Jovaceli has never participated in fairs abroad, but seeks inspiration in the international market for creation of its shoes.
"Once a year we travel to Europe. We seek tendencies to develop our product in Brazil,” says Malta. Currently, Jovaceli production is around 15,000 pairs of shoes a month. For the time being, the Emirates and Kuwait are the only countries to which the company exports. Of all production, around 5% goes to Arab clients.
According to Malta, sales to Kuwait began five years ago and are frequent. Sales to clients in the Emirates started in 2011 and two orders have already been closed.
According to the businessman, the factory has capacity for export of up to 10% of production. "It would be interesting to increase as there are seasons in which the domestic market is weak and we could fill the gap [with exports],” he said.
In Brazil, Jovaceli sells its products at multi-brand shops and also at its own shop at the Franca Shoe Shopping Centre. Established in 1989, the company has 60 employees.
Contact
Jovaceli
Tel.: (+55 16) 3724-6400
E-mail: jovaceli@jovaceli.com.br
Site: www.jovaceli.com.br
*Translated by Mark Ament
