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Trade mission in Colombia expected to generate US$ 6.6 million

The growth of the Colombian market was reflected in the results of the most recent edition of the trade mission in Colombia.



The growth of the Colombian market was reflected in the results of the most recent edition of the trade mission in Colombia.


The growth of the Colombian market was reflected in the results of the most recent edition of the trade mission in Colombia. The initiative, carried out within the framework of Brazilian Footwear, a program to support footwear exports maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Export and Investment Promotion Agency (ApexBrasil) between June 6th and 8th, in Bogotá, brought together 32 green-yellow brands and should generate US$ 6.6 million between businesses carried out on site and agreed to.

Abicalçados' commercial promotion analyst, Carla Giordani, points out that the value generated is 388% higher than that registered in the edition of the second half of last year, when 16 brands participated. “In the showroom the business reached 733 thousand pairs marketed, between the finalized deals and the ones agreed upon for the coming months. In addition to presenting the shoes from the brands' Spring-Summer collection, we had a Photocall, an image and fashion action held on the first day of the mission,” said Carla, noting that more than 150 contacts were registered with buyers from Bogotá, Cali, Medellin and Manizales. "The continuity of the action in the market has been proving effective, as we noticed the increased interest of buyers in Brazilian products. And with each edition, quality, comfort, innovation and diversity stand out in Colombia. In addition, buyers are looking for another great differential of our industry, sustainability,” added Carla.

With growth expectations this year, Colombia is considered a promising market for Pampili, from Birigui/SP. According to Lismeire Santos, the company's International Business Coordinator, the country is in Pampili's international expansion plan and the Trade Mission helped in approaching and connecting with potential customers. “We have received visits from important distributors and retailers and we have a very positive business expectation. In addition, we have again closed private label orders with a buyer we are already working with here.” The company allocates 12% of its production for export, with Ecuador, Russia, Israel, Paraguay and Bolivia as its main markets.

The potential of the Colombian market gained chorus with Di Valentini, from São João Batista / SC. The company took advantage of the three days of the event to get closer to customers and meet new contacts. “We have already worked with buyers here in the private label format and now we are closing a deal with a chain of 18 stores to work on the DI Valentini own brand,” said Juliano Medeiros, export representative of the company from Santa Catarina, who also presented the group's new brand, Improviso. In total, 15% of Di Valentini's production is destined for export, especially to Latin American countries.

For ten years present in Colombia, Calçados Beira Rio, from Novo Hamburgo/RS, also projects growth in the country. “With the event we are strengthening ties with important buyers with whom we already work and approaching potential customers," said Jonathan Fontoura, the company's analyst for South America. According to him, Colombia is one of the main bets of the group among the countries of South America, which today is the main destination for Calçados Beira Rio products, whose export represents about 20% of its production.

In its first participation, the company PVC Indústria e Comércio De Plásticos, owner of the brands Vizzia, Mac Colors, Bia Baby, Léo Baby, Bia Kids, Léo Kids and Delta Sport, caught the attention of buyers. According to Victor Emanoell, commercial manager of the company from Juazeiro do Norte / CE, the showroom provided many contacts and knowledge of the market. “We understand that our products have synergy with the Colombian consumer. The contacts we made here highlighted the quality of the product, the sustainable differential we have in some lines that are made with recycled products, in addition to the variety of models with very competitive prices”, highlighted Emanoell. The company allocates 30% of its production to the foreign market, with South America as its main market.

Market information
Before opening the showroom, the entrepreneurs attended to a Preparatory Seminar, which brought information on the economic landscape of Colombia, footwear market, consumer behavior and trends. The agenda featured presentations by the deputy head of Commercial Promotion of the Brazilian Embassy in Bogotá, Cesar de Oliveira Lima Barrio; the COO of the ApexBrasil office in Colombia, Marcello de Moraes Martins; the director of the Raddar Fashion Observatory, Camila Ortiz; and the buyer of the MIC company, Alejandro Gomez.

Participated in the action the brands 365 Soft, Actvitta, Azille, Beira Rio, Bia Baby, Bia Kids, BR Sport, By Cool, Delta Sport, Di Valentini, GB Footwear, Improviso, Kidy, Mar & Cor by Kidy, Léo Baby, Léo Kids, Mac Colors, Modare Ultraconforto, Moleca, Molekinha, Molekinho, Opananken Antistress, Pampili, Pé com Pé, Perlatto, Renata Mello, Smidt Shoes, Solis Brasil, Suzana Santos, Vitz, Vizzano and Vizzia.

About Brazilian Footwear:
Brazilian Footwear is an export incentive program developed by Abicalçados in partnership with ApexBrasil. This program aims to increase the presence of the Brazilian industry and its brands in the international market through development actions, commercial promotion and image. Read more: www.brazilianfootwear.com.br | www.abicalcados.com.br/brazilianfootwear.

About ApexBrasil: 
Brazilian Trade and Investment Promotion Agency (ApexBrasil) is the Brazilian government’s trade and investment promotion agency. Regarding the investment activity, we support international investors as they analyze the opportunities to establish a plant in Brazil, start a partnership with a Brazilian company, or commit capital in Brazil through funds and companies. Our goal is to satisfy investors needs and generate results as we attract technology, innovation, new companies and generate jobs in Brazil. Learn more: https://apexbrasil.com.br/br/en.html#home.