The participation of 32 Brazilian footwear brands in two U.S. trade shows—promoted by Brazilian Footwear, the export support program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil)—is expected to generate more than US$ 5.47 million in business. This projection includes deals closed on-site as well as those arranged at the Atlanta Shoe Market and Magic Las Vegas. 

Carla Giordani, from Abicalçados’ Business Department, noted that the figure was surprisingly positive, especially given the enforcement of a 50% surcharge on Brazilian products imported by the United States. “There is a very positive movement among U.S. buyers, who say they are willing to negotiate the payment of extra tariffs in order to maintain the supply of Brazilian footwear,” she explained.

 The first Brazilian participation took place at the Atlanta Shoe Market, held August 9–11. There, 22 Brazilian brands sold 19,200 pairs of footwear on-site, generating US$ 609.000. Including the deals arranged during the event, the figures jumped to 148,640 pairs and US$ 3 million. The trade show generated a total of 197 contacts with players from the United States, Canada, Costa Rica, China, France, Australia, Mexico, Trinidad and Tobago, Panama, Puerto Rico, and Jamaica. With the support of Brazilian Footwear, the participating brands included Arezzo, Awana Group, Bibi, Bottero, Cartago, Cocco Miami, GVD International, House of ZALO, Ipanema, Itapuã, Klin, Melissa and Mini Melissa, New Face, Pegada, Piccadilly, Pyramidis, Rider, Schutz, Usaflex, Vicenza, and Zaxy.

Wagner Kirsch, director of GVD, said the company attended the trade show with “lowered expectations” due to the heavy tariffs, but the event turned out to be a positive surprise. “The trade show proved to be successful. Over the three days, we closed deals and developed important new contacts, despite a nervous market,” he noted. According to him, U.S. buyers showed optimism about a resolution to the trade dispute.

Next, from August 18 to 20, Brazilian footwear companies took part in Magic Las Vegas. With 12 Brazilian brands, the trade show sold 20,300 pairs on-site, generating US$ 620.000. Including the deals arranged during the event, the numbers rose to 141,250 pairs and US$ 2.47 million. In total, 244 contacts were made with buyers from the United States, Canada, Mexico, Guatemala, Honduras, Puerto Rico, Panama, Ecuador, and Colombia. Supported by Brazilian Footwear, the participating brands were Actvitta, Beira Rio, BR Sport, Carrano, Cocco Miami, Dress To, Klin, Modare Ultraconforto, Moleca, Molekinha, Molekinho, and Vizzano.

Camila Chamoun, Export Manager at Klin, which took part in both trade shows, said the participation was essential to better understand the local market and how negotiations are unfolding in this period of uncertainty. “At the trade show, we welcomed not only buyers from the United States but also from other countries, as well as associations representing the local retail sector. We exchanged valuable information about the market, sales channels, and negotiations,” she explained. According to her, the outlook is “very positive,” and buyers did not dwell much on the impact of tariffs, as they believe it will be temporary.

Market
The U.S. market consumes more than 2.6 billion pairs of footwear annually, nearly all of which are imported. Currently, almost 30% of the revenue generated by Brazilian footwear exports comes from the U.S. market. In the first seven months of the year, the United States was the main international destination for Brazilian footwear. During the period, 6.9 million pairs were shipped there, worth US$134.9 million—an increase of 15.3% in volume and 7% in value compared to the same period last year.

About Abicalçados:
The Brazilian Footwear Industries Association (Abicalçados) is the entity that represents the national industry, the fourth largest producer of footwear in the world, the largest in the West. Founded in 1983, Abicalçados, is headquartered in Novo Hamburgo/RS, has in its membership companies of all sizes and that account for more than 65% of the total pairs of shoes produced in the country. The entity represents an industry that directly employs more than 290 thousand people. Its mission is to represent, defend, develop and promote the Brazilian footwear industry, with respect, excellence and results. Learn more: abicalcados.com.br.

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. Currently, about 300 companies are served by the program, which last year generated US$ 128,3 million for Brazilian companies supported by Brazilian Footwear. Learn more: brazilianfootwear.com.br | abicalcados.com.br/brazilian-footwear. 

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.