Action in Colombia generates over us$ 1.4 million for footwear manufacturers

With 17 participating footwear brands, the 3rd edition of Showroom Colombia ended last Friday (February 1st).  The event generated US$ 1.47 million, combining deals closed on the spot and those that began to be negotiated. The event is promoted by the Brazilian Footwear Industries Association (Abicalçados), as part of the Brazilian Footwear, footwear exports promotion program developed in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).

The Showroom went through the cities of Bogotá, Medellín, and Cali. It began on January 28, with a Preparatory Seminar on the Colombian market, attended by Daniel Guimarães, of the Trade Promotion Department of the Embassy of Brazil in Colombia; by Apex-Brasil's director in that country, Carlos Badillo; and by the guest buyer of Calzados Caprino.  On the same day, the footwear manufacturers began the participation in the showroom in the city, they stayed until the following day. After this, the brands went to Medellín, , in addition to the trade show, they participated in an event with the Colombian press with the support of the Embassy of Brazil in that country – Photocall. The action ended in Cali.

The coordinator of Abicalçados' Image Promotion Unit, Alice Rodrigues, highlights that the continuity of the initiative has been important to increase sales. "This year, we managed to be in three large cities, allowing us to visit a larger number of players in their headquarters," she assesses.  According to her, continuity enables the brands to be better known and recognized by local buyers, generating business not only during the event but throughout the year. "As usual, to further enhance opportunities, Abicalçados hired a matchmaking service – pre-scheduled meetings with local buyers – that identified demands and contrasted the presented products aiming at greater effectiveness during the meetings.  This measure is always complimented both by exhibitors and buyers," she concluded.

Exhibiting since the first edition of the Colombia Showroom, Calçados Ala was satisfied upon leaving the trade show. For the company's export manager, José Luiz da Rocha, the continued participation has been resulting in a fundamental relationship for those who wish to boost business in that market. "This year, in addition to welcoming traditional buyers, we attracted two new customers," he says.

Premiering at the event, the expectations of Savelli were surpassed. The company's export manager, Bruna Pini, says the result was surprising, with many new contacts. "The feedback regarding our product was also very good. Even though the customers are sensitive to price, they recognize the quality of our shoes and their value added, especially because they are made entirely of leather," she says, also highlighting the opportunity offered by the Preparatory Seminar, which disseminated relevant, essential information on the Colombian market.



With domestic consumption growing (2.3% higher in 2018), the Colombian market is the seventh international destination of the Brazilian product. In 2018, 7.5 million pairs were exported to Colombia, 1% more than in 2017. In the Showroom, in addition to major players in local retail, buyers from Central America, mainly from Porto Rico, visited the Brazilian brands.

The brands Ala, Zatz, Stéphanie Classic, Petite Jolie, Usaflex, Suzana Santos, Renata Mello, Klin, Via Uno, Kildare, Sandálias DuRio, Savelli, Smidt, DOK, Kolosh Brasil, Mississipi, and Tanara participated in the trade mission.


About the Brazilian Footwear:

The Brazilian Footwear is an exports promotion program developed by Abicalçados in partnership with Apex-Brasil. This program aims to increase exports of Brazilian footwear brands through development, trade promotion, and image actions focusing on the international market. Learn more: |


About Apex-Brasil:

The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and services abroad and to attract foreign investment into strategic sectors of the Brazilian economy. To reach these goals, Apex-Brasil carries out diverse trade promotion actions that aim to promote exports and to value Brazilian products and services abroad, such as prospective and trade missions, business networking meetings, support for the participation of Brazilian companies in important international fairs, and visits from foreign buyers and opinion formers to get to know the Brazilian manufacturing structure, among other business platforms that also aim to strengthen the Brazil brand.  Learn more: