Expo Riva Schuh consolidates markets for Brazilian companies


The Brazilian footwear industry started international negotiations in 2024 aware that the consolidation of markets and the maintenance of customers is the first step to overcome the challenges...


The Brazilian footwear industry started international negotiations in 2024 aware that the consolidation of markets and the maintenance of customers is the first step to overcome the challenges posed by the global macroeconomic context. And the winter edition of the Italian fair Expo Riva Schuh, which took place between January 13th and 16th, in Riva del Garda, Italy, brought this signage to the 60 Brazilian brands present at the event. The show ended with the sale of 223 thousand pairs, which generated more than US$ 4.1 million. Adding the expectations in deals that were agreed with at the fair, the number jumps to 1.2 million pairs and US$ 19.6 million. Brazil's participation was promoted by 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).

Brazil, again, was among the largest international delegations to the event, which reached 100 editions in January this year. This milestone was celebrated over the four days with various tributes. And Abicalçados and the Brazilian Footwear program have already been recognized at the opening of the Edition for their partnership with the fair. The entity's chief executive, Haroldo Ferreira, received the trophy from the president of the Riva del Garda Fierecongressi, Roberto Pellegrini. “This is a special edition and we were very well received. Abicalçados was honored for being a great partner of Expo Riva Schuh during part of these 50 years of the fair”, comments Ferreira, noting that the winter edition is slightly smaller than the summer, but that the results happened according to the preparation of each company to receive international buyers.

The Relationship Coordinator at Abicalçados, Aline Maldaner, points out that Abicalçados and Brazilian Footwear have been participating in the event since 2006. “It was a special fair for being the hundredth edition, which was celebrated by the organizer with exhibitors, international buyers, associations, among others. Regarding to business, we felt the global impacts, but Brazilian companies had the opportunity to strengthen partnerships with buyers from different countries, in addition to opening new markets.”

Customer maintenance
Buyers from different countries circulated through the halls of the event. Carrano (Dois Irmãos/RS) received visitors from Germany, South Africa, United Kingdom, Croatia, Indonesia, among others. “Of the conversations we had at the fair, many were already our customers, so we are consolidating and maintaining these markets. This edition was within expectations for the entire scenario of the world economy, the climate and also because many buyers are needing to liquidate a higher percentage of the stock,” says Hugo Cassel, Carrano's international sales manager.

For the export manager at Democrata (Franca/SP), Anderson Melo, the winter edition, which is usually weaker for Brazilians compared to the summer one, reflected the current panorama not only of the sector but of the world economy. "The expected customers came and we consolidated these markets, but we felt that we had a decrease in new opportunities,” he highlights. During the four days of the fair, the shoemaker from Franca negotiated with buyers from Egypt, Norway, Libya, Greece, Serbia, Jordan, the United States, Canada, the Czech Republic, Cyprus and Italy, in addition to South Africa, which is a market with which the footwear company does not yet work.

One of the Brazilian companies that participated for the first time in Expo Riva Schuh was World Colors (Birigui/SP). The export manager of the children's shoemaker, Rodrigo Nunes, stresses that the evolution in products and services that they had in the last three years has allowed the company to participate in the action. “In the last two years, we have diversified international markets, expanding our operations in Europe and Asia, as well as the United Arab Emirates. Therefore, we decided to enter the fair and were positively surprised by the countries with which we related at the event.” The company received buyers from Cyprus, Lithuania, Greece, Romania and Tunisia. “We finished with the duty fulfilled with what we had planned. Quality outweighs quantity," he concludes.

The Brazilian companies Calçados Status (Igrejinha / RS) and Calçados Werner (Três Coroas/RS) were awarded by the fair for being present in more than 40 editions. The trophy was presented during the commemorative dinner of the 100th edition of the event.

The export manager of Calçados Status, Juliana Behrend, mentions that the company has been exhibiting at the event for 44 editions. “The fair has always represented for us a very important result in the sales of each season, we only didn't participate during the pandemic because no one did. It's a very important show and one that really made and makes a difference in terms of factory results. Being remembered as a faithful exhibitor also makes us very emotional and happy to know that Expo Riva Schuh recognizes us just as we recognize the event”, stresses Juliana, saying that "very long-lasting relationships with customers began here.”

Werner's export manager, Isaque Weber, reinforces that Expo Riva Schuh, throughout these editions, has become one of the most important fairs on the world stage and also for Werner. "Today, we export 45% of our production and Expo Riva Schuh plays a key role in this number. Knowing that in 100 editions of the fair, Werner is part of a select group of companies from around the world that were highlighted and awarded the trophy, makes us honored and full of pride”, he says, recalling that the event also carries an important milestone for the manufacturer, as it was the first fair outside of Brazil that Werner participated.

In this edition, participated in the event with the support of Brazilian Footwear, the brands ADG Export, Awana Group, GVD International, Carrano, Andacco, Vizzano, Beira Rio, Moleca, Modare Ultraconforto, Molekinha, Molekinho, Actvitta, BR Sport, Madeira Brasil, Werner, Pegada, Capelli Rossi, Jorge Bischoff, Loucos & Santos, Democrata, Piccadilly, Anatomic & Co, Anatomic Prime, Moema, Archetti, Cartago, Grendha, Copacabana, Azaleia, Zaxy, Kidy, Suzana Santos, Renata Mello, Azillê, Ramarim, Comfortflex, Levecomfort, Leveterapia, Cecconello, Alex Senne, Boaonda, Bibi, Itapuã, New Face, Sollu, Ala, Zatz, Polo Go, Klin, Eléia, Killana, Stéphanie Classic, Andine, Valentina, Tabita, Divalesi, Opananken Antitensor, WorldColors Brasil, Hello Kitty and West Coast.

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:.brazilianfootwear.com.br 

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