With the participation of 27 Brazilian brands, Mission Colombia fostered closer ties between national companies and the Colombian market. The showroom, held from January 20 to 22 in Bogotá, is expected to generate more than USD 3.3 million in confirmed and potential deals. Organized by Brazilian Footwear, an export incentive program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), the initiative also featured a Buyer Project that brought players from various regions of the country, as well as buyers from Panama and Ecuador, to the event.

According to Carla Giordani from Abicalçados’ Business division, companies left with high business expectations, many of which were initiated during the event. “Colombia became the fifth-largest destination for Brazilian footwear in 2024, underscoring the significant potential the Colombian market holds for the Brazilian industry and its brands. Additionally, we are the country’s second-largest footwear supplier,” she emphasizes. Carla also highlights the effectiveness of the business matchmaking sessions, which connected qualified buyers with profiles aligned to each participating brand.

One of the companies present, Calçados Beira Rio, leveraged the event to expand its footprint in Colombia, a strategic market for the company. According to Jonathan Fontoura, Market Analyst, the event exceeded expectations. “The event consistently delivers excellent prospects. Although we are already established in the market, we were able to make new connections and secure new clients, increasing our presence in Colombia as well as in neighboring countries.”

The opportunity to engage with potential buyers was also highlighted by Usaflex, which participated in Mission Colombia for the first time. “We made new contacts, and some prospects we had been targeting also visited us. We are optimistic about closing deals, with several follow-up meetings already scheduled in the coming days,” notes Nika Rauch, a Usaflex representative.

In its second participation in Mission Colombia, Novopé underscored the importance of the Colombian market and the event's relevance. “Our primary goal is to showcase our products and strengthen our brand’s connection with clients. We aim to develop private-label partnerships in Colombia,” points out Felipe Flores Ramos, the company’s export representative.

During the initiative, Brazilian companies also showcased their collections at Photocall, an image and networking event with the local press that traditionally boosts the visibility of Brazilian footwear in some of Colombia's leading media outlets. Supported by Brazilian Footwear, the following brands participated in Mission Colombia: 365 Soft, Actvitta, Bebecê, Beira Rio Conforto, BR Sport, By Cool, Coca-Cola Shoes, Diversão, Dumond, Itweens, Modare, Moleca, Molekinha, Molekinho, Novopé, Pampili, Pé com Pé, Petite Jolie, PG4 Galleria, Santa Flor, Solis Brasil, Strike, Street, Usaflex, Vinci Shoes, Vitz, and Vizzano.

About Abicalçados:
The Brazilian Footwear Industries Association (Abicalçados) is the entity that represents the national industry, the fifth 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, more than 300 companies are served by the program, which last year generated US$ 147.5 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