Micam super
for Brazilian businesses

Taking stock of the international market

The forecasts for Italian trade show Micam, held in Milan from 17 to 20 September, quote over 30 million dollars in sales generated for the 76 exhibiting Brazilian brands (the third largest foreign delegation at the event, behind only Spain and Turkey). Brazilian businesses were supported by Brazilian Footwear, a program to support footwear exports promoted by the Brazilian Footwear Industries Association (Abicalçados) in collaboration with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

Making their international trade show debut, Kenner and Redley, part of S2 Holding Group based in Rio de Janeiro, had a positive impact. In charge of promoting the internationalisation of the two brands, the company’s export director, Jefferson Berz, points out that Micam marked an important milestone in the history of the brands. “We received extremely positive feedback, with agreements already signed at the event and others that should be finalised at our next fair, BFSHOW,” he said. According to the director, at least 20% of the buyers who visited the stand during the event were interested in the new international footwear trade show set to hold its first edition in the capital of Rio Grande do Sul. With an output of 9 million pairs, the company aims to export between 10% and 20% of its footwear by 2028. “This is why international trade shows are so important,” concluded Berz. 

Maristela Becker Hübner, CEO of the brand Guilhermina di Sapiranga, also spoke glowingly of the event. “We welcomed old and new clients, mainly from United Arab Emirates, Israel, Australia, Italy, France, Serbia and even Ukraine and Russia,” she said. The company is on the lookout for distributors in Europe: “At BFSHOW, in Porto Alegre, we are going to meet up with an Italian distributor with whom we have entered discussions,” continued the CEO. With daily output of between 800 and 1000 pairs, Guilhermina exports 50% of its premium women’s shoes to countries including United States, UK, United Arab Emirates, Israel, Belgium, South Africa and Dominican Republic.

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