The largest Mission Colombia carried out by Brazilian Footwear, which brought together 34 Brazilian brands supported by the program between June 25th and 27th, in Bogotá, is expected to generate more than US$ 6.4 million between deals carried out and agreed upon at the event. In reais - at the current quote - the result exceeds R$ 35 million. The initiative, promoted by the sector's export support program maintained by the Brazilian Footwear Industries Association (Abicalçados) in partnership with the Brazilian Export and Investment Promotion Agency (ApexBrasil), had an Internal Buyer project, which, in addition to Colombian players, had, for the first time, the participation of buyers from Ecuador, Peru and the Dominican Republic.

Carla Giordani, from the Abicalçados Business area, responsible for the action, highlights the assertiveness of the rounds, all scheduled through matchmaking, a tool that crosses the demands of buyers with the offers of the participating brands. “In this edition, we should have a total of more than 350 thousand pairs marketed with the players who participated in the action”, she says. According to her, once again, the local market has embraced yellow-green footwear. “This is a potential market for Brazil. We are currently the second largest footwear supplier to Colombia, only after China. There is room to expand our market share, mainly due to our cultural similarities and geographical proximity. For this to happen, however, it is necessary that more and more companies participate in actions like this, which in addition to generating significant business, consolidates our positioning in that market”, adds Carla.

A traditional participant in Mission Colombia, Pampili was very pleased with the results. According to the company's International Business Coordinator, Lismeire Santos, the participation confirmed a “surprising” first half of the year for the footwear export sector. “The foreign market, in general, is doing well. In the Mission, especially due to the matchmaking work, which makes negotiations more assertive, we had quite positive results. In this edition, we noticed the participation of the main players in the Colombian market. We closed deals on the spot and left some agreed upon”, she evaluates.

Nesk's commercial manager Jonatha Pacheco was at the forefront of the company's participation for the first time in a Brazilian Footwear international action. “The event was very good. In addition to closing some deals, it was important, mainly, for the prospecting of this market, which although we have been operating in for ten years, we did not know in loco”, he says.

Promotion
During the initiative, in addition to the showroom, Brazilian companies participated in Photocall, an image event and relationship with the local press that traditionally enhances the dissemination of Brazilian footwear in some of the main communication vehicles in Colombia. "Photocall is a consolidated action in Colombia, which attracts many local journalists. This year, the novelty was a format that allowed recording videos that will be used in Brazilian Footwear channels", says the Communication Coordinator of Abicalçados, Alice Rodrigues. The meeting, which had the participation of 36 local media, was also attended by the CEO of Abicalçados, Haroldo Ferreira, who spoke about the Brazilian footwear industry.

Local market
Producing 54 million pairs of footwear per year, the Colombian market is dependent on footwear imports and has in Brazil its second largest international supplier, only after China. According to data prepared by Abicalçados, Colombia has a domestic consumption of more than 90 million pairs, which demonstrates the importance of imports for its supply. In 2023, US$ 848 million was spent on footwear, a number that, even 3% lower than the 2022 record, is 21% ahead of the pre-pandemic records, in 2019.

The trade mission was attended by the brands 365 Soft, Actvitta, Adrun, Arezzo, Beira Rio, BR Sport, By Cool, Coca-cola, Diversão, Giulia Domna, Gricci, Itweens, Jotape, Kids & Baby, Luiza Barcelos, Modare Ultraconforto, Moleca, Molekinha, Molekinho, Nesk, Novopé, Pampili, Pé com Pé, Petite Jolie, PG4 Galleria, Polo Go, Scatamacchia, Schutz, Smidt Shoes, Solis Brasil, Tropical Brasil, Vitzi, Vizzano and Wiki.

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