Brazilian footwear companies are seeking to expand their presence in the Colombian market, and the latest edition of the Brazilian Footwear Trade Mission—an export promotion initiative organized by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil)—played a key role in maintaining existing business relationships and opening new accounts. With the participation of 16 companies representing 33 Brazilian brands, the Brazilian footwear showroom, held from June 9 to 11 at the Cosmos 100 Hotel in Bogotá, is expected to generate BRL 14.44 million in confirmed and potential business deals.

According to Carla Giordani, from Abicalçados' Business Department, who accompanied the initiative, the brands presented their Spring/Summer collections over the three days to the Colombian market. “We are always very well received in Colombia, which is an important partner for Brazilian footwear companies and ranked as the fifth largest destination for the sector’s exports last year. The business matchmaking model we bring to Bogotá is highly effective because it connects qualified buyers from different regions with brands that are interested in operating in the country, generating valuable business opportunities for both sides,” she emphasized.

Clara dos Santos, manager of the Brazilian Footwear program at ApexBrasil, also traveled to the Colombian capital to take part in the initiative. “The Trade Mission is an action that has been developed for several years under the program, following a very successful format that brings together qualified buyers, journalists, and influencers, allowing them to experience firsthand the trends and new features of the participating brands' collections,” she explained.

Participating in the initiative for the first time, Repplay (Perdigão/MG)—a company with 23 years of experience in producing athletic footwear—was positively surprised by the business conversations held during the three days of the Trade Mission. According to company representative Maicon Rafael Heck, the networking opportunities were highly productive. “We got to know the market, made contacts, and even closed a deal, which is quite significant for a first-time participation,” said Heck, noting that the company is opening a new market with this experience, as Repplay’s footwear is currently sold in countries like Argentina, Ecuador, and Morocco.

Colombian buyers from various regions of the country, as well as from other markets such as Peru, Ecuador, and El Salvador, visited the showroom. Hector Alvarez, Director at the Colombian company Comercializadora New York Sas, took the opportunity to place another order from Brazil. “I purchased athletic shoes. The product was lightweight, attractive, and the representative provided excellent service. I’ve bought footwear from Brazil before, and that’s why I placed another order—because the products are high quality and the logistics are easier, allowing the goods to arrive faster than from other countries,” he said. Anyi Daza, Import and Logistics Director at Shoemasters Group, also met with the Brazilian brands. “Colombian consumers look for Brazilian footwear because of its distinctive quality, comfort, and design—offering both conservative and unique styles,” she emphasized, noting that the group operates seven stores and imports Brazilian shoes both under established brands and as private label collections.

Sample Selection
Known for its focus on comfort and lightweight footwear, Santinelli (Igrejinha/RS) also took part in the Trade Mission for the first time. The company, which produces 95% of its women’s footwear in synthetic materials under its own brand and private label, is investing in expanding its international presence. According to the company’s Export Manager, Juliano Silveira, Santinelli currently exports to around 20 countries, but Colombia is not yet among them. “It’s a completely new market for us. I was curious about our first participation, but I felt that our products were very well received. I’m returning home more optimistic,” he said, highlighting that the buyers who visited the company’s booth showed strong interest in doing business. “One client even made a product selection,” he concluded.

Returning to the event once again, Grupo Lia Line (São João Batista/SC)—a women’s footwear company that showcased its synthetic material product lines in Bogotá—is heading back to Brazil with sample orders in hand. “This edition exceeded our initial expectations. We secured sample orders from more than one client and engaged in conversations with several potential distributors. Now, we’ll conduct an internal evaluation to move the process forward,” said Export Manager Tamara Cristina de Ávila, emphasizing that the company received more visits than originally scheduled and that the contacts made this time were more relevant and had greater import capacity compared to the 2018 edition, the last time the company participated.

Promoting the Image of Brazilian Footwear
As part of the Trade Mission, Brazilian Footwear also carried out image-building actions to promote the Brazilian footwear industry and strengthen relationships with the local press. On the first day, the traditional Photocall—a fashion editorial initiative that pairs Brazilian footwear with local fashion trends—drew the attention of media outlets from various segments, including newspapers, magazines, websites, radio, and television. In addition, on the second day, a press luncheon was held with journalists from different regions of the country, such as Bogotá, Cali, Ibagué, and Popayán.

The brands that took part in the Colombia Trade Mission with the support of Brazilian Footwear were: 365 Soft, Actvitta, Autência Chinelos, Azillê, Beira Mar, Beira Rio, Bonton Leather Care, BR Sport, By Cool, Camin, Esplêndida Calçados, iTweens, Marina Mello, Mini Sua Cia, Modare, Moleca, Molekinha, Molekinho, Novopé, Pampili, Pé com Pé, Renata Mello, Repplay, Sandálias Apuana, Sandbell, Santinelli, Solis Brasil, Softli, Sua Cia, Suzana Santos, Usaflex, Vitzi 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