S\u00e3o Paulo \u2013 In the wake of Brazilian footwear brands that have opened stores in Arab countries to enter the region, Rio Grande do Sul\u2019s Bibi also sees the Gulf as a potential target for its exclusive franchises.<\/p>\n\n\n\n
The company\u2019s president, Andrea Kohlrausch, says the region adheres to the business model of Bibi<\/a>, which besides making and selling children\u2019s footwear and accessories to multi-brand retail in Brazil and other 60 countries, also includes franchising points of sale to entrepreneurs.<\/p>\n\n\n\n \u201cWe believe that, after we\u2019ve completed our business expansion mission, the Middle East is a market that adheres to brand franchising and licensing. It\u2019s a target we see for the future,\u201d she told ANBA during her participation in footwear exhibition BFShow in S\u00e3o Paulo.<\/p>\n\n\n\n Bibi\u2019s decision to expand its retail operation was made in 2008, with the launch of the franchising project. Since then, 130 stores have been opened, mostly in malls in big and medium cities in Brazil, establishing what the company dubs the largest children\u2019s footwear retail chain in the country.<\/p>\n\n\n\n But franchising is also important in its internationalization strategy. In addition to Brazilian stores, the brand has other 21 franchises set up in Ecuador, Peru, Guatemala, and Chile. The latter also holds an e-commerce platform.<\/p>\n\n\n\n \u201cOur goal is to reach 100 [stores in Latin America] The model is not only the brand[\u2018s licensing] but an omnichannel model based on using technologies to sell on moth physical stores and online retailers. We believe this model has also potential in Arab countries,\u201d she said.<\/p>\n\n\n\n While it considers establishing franchises in Arab countries, Bibi is already present in the region via export. The brand\u2019s products are now sold to Lebanon, Egypt, the United Arab Emirates, Oman, and Saudi Arabia.<\/p>\n\n\n\n The company\u2019s president concedes that the pandemic disturbed business in Arab countries by preventing Bibi to join European footwear trade shows often attended by retailers from these countries.<\/p>\n\n\n\n Bibi\u2019s strategy for the region prioritizes a direct relationship with retail as opposed to distributors. The reasoning is that trading without intermediaries can generate better margins and ship higher volumes.<\/p>\n\n\n\n But despite the pandemic getting in the way, the brand remains in the Gulf with its history of quality. Indeed, the Mostafawi Group, which operates fast-fashion stores in the UAE and was at the BF Show, sought Bibi for a new partnership. Here\u2019s more on this<\/a>.<\/em><\/p>\n\n\n\n According to Kohlrausch, Bibi and the Mostafawi Group have been negotiating since last year to take a selection of products from the Brazilian footwear brand to a department store the Emirati group plans on opening in Dubai by March 2025.<\/p>\n\n\n\n \u201cWe already have a selection [of products] and we\u2019ve worked to translate all this in actual business. When they open the store, we hope to have Bibi products sold there, too,\u201d she said.<\/p>\n\n\n\n The selection includes products that have proven to sell well in foreign markets like roller shoes and products with the Fisioflex shoe inserts that promises the sensation of \u201cwalking barefoot,\u201d Kohlrausch says.<\/p>\n\n\n\n For the Mostafawi Group\u2019s project, the company has also prepared a selection of footwear for babies with a technology that makes learning to walk easier.<\/p>\n\n\n\n Read more:<\/em> Report by Daniel Medeiros, especially for ANBA<\/strong><\/p>\n\n\n\n Translated by Guilherme Miranda<\/strong><\/p>\nBibi in five Arab countries<\/strong><\/h2>\n\n\n\n
To the Mostafawi Group<\/strong><\/h2>\n\n\n\n
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