Brazilian footwear sector targets Saudi expansion

In a move to diversify its global footprint and penetrate the lucrative Middle Eastern luxury market, the Brazilian footwear industry has announced its formal debut at Saudi Lifestyle Week, scheduled for October 2027. The initiative marks a significant shift toward the Gulf region as Brazilian manufacturers seek to offset recent volatility in traditional Western markets.

The participation is key to the newly unveiled 2026–2028 action plan by Brazilian Footwear, a long-standing partnership between the Brazilian Footwear Industries Association (Abicalçados) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil). To support this internationalization drive, the entities have committed an investment of BRL 45 million (approximately USD 9 million) over the next three years. This capital will fund 14 primary initiatives, including high-profile trade missions to the United States, Italy, Chile, and Japan.

The strategic shift comes at a critical juncture for the sector. While April 2024 data showed a 9 per cent year-on-year increase in exports, totalling 8.2 million pairs, the broader annual picture remains challenging. The industry has seen an 11.7 per cent decline in overall sales this year, with total exports reaching 34.5 million pairs. The Saudi entry is aimed to leverage the Kingdom’s ‘Vision 2030’ economic diversification, positioning Brazilian brands as premium alternatives to dominant Asian suppliers.

Industry leaders underlined that the participation in the Saudi event goes beyond just volume and is aimed at brand positioning within the apparel and accessory segments. By showcasing in Riyadh, Brazilian exporters aim to tap into a market where purchasing power remains robust, contrasting with the slowdown currently observed in traditional regional partners like Argentina.