Alpargatas targets international growth for Havaianas

Alpargatas, the manufacturer of Havaianas, is implementing a strategic reorganization to drive growth through international expansion and specialized domestic retail channels. CEO Liel Miranda noted that while the brand is present in over 100 countries, 80% of its international sales volume is concentrated in just 40 markets. The company aims to increase distribution in these existing markets and explore new regions, noting that international sales offer higher profit margins than the Brazilian market.

Domestically, Alpargatas seeks to expand its presence in specialized footwear and department stores. While the brand holds an 80% market share in supermarkets, it holds less than half of the market in specialized retail. The company also intends to regain market share in the men’s and children’s segments, where competitors have seen growth. To improve efficiency, Alpargatas has reduced its product portfolio by approximately half, focusing on streamlined production and distribution.