Havaianas, the successful Brazilian flip-flop brand, is launching a series of initiatives aimed at doubling their revenues in Europe.

The 53-year-old brand is already selling 252 million pairs of flip-flops worldwide, out of whose 200 million in Brazil, where it is considered as a commodity product. Now it aims at increasing its presence in the EMEA markets by offering different product categories and increasing their retail and multibrand distribution, with a focus on higher brand positioning than in their domestic market. In Europe they aim to offer products priced from €15-€20 upwards.

Havaianas sandals SS 2016
Havaianas sandals SS 2016
“We mostly sell a summer product and don’t want to change our own brand identity,” commented Eno Polo, president of Alpargatas Europe. “Though we want to shift from a beach and holiday identity toward a ‘beach-to-city’ attitude. For this we are now focusing on some new product categories. For instance, we noticed that according to statistics the flip-flop market equals the market of sandals in Europe. For this we have a great potential of growth also for sandals and potentially we could sell a pair of Havaianas sandals to everyone already buying our flip-flops. Sole, comfort and lightness are the same as our main flip-flops, though we are offering styles that can also be worn in the city.”

Havaianas already started launching sandals some seasons ago, though by s/s 2016 their offer will be more complete and rich enough to cater a wider public. In fact, by s/s 2016, in addition to different upper, print and color variants, it will also offer a trekking-inspired model for male consumers. They also want to launch apparel by focusing on beachwear, a product category that debuted in Brazil in 2014, which they also aim to launch in Europe by 2017 with the support of a few own specialized stores.

Havaianas sandals SS 2016
Havaianas sandals SS 2016
In order to further expand their presence in multibrand stores, they also want to open more monobrand stores – both direct ones and through franchising agreements. At present the brand is sold in 127 monobrand stores all over Europe (100 in summer locations only), including 22 store in Italy. The brand aims to grow the total number of stores to about 180 by end of 2018.

Currently, Havaianas sells €100 million in Europe, which represents 20% of Havaianas total sales (around €500 million, half of total sales registered by Alpargatas group in 2014). By 2020 they aim to double their sales in Europe and reach about €200 million by further increasing their presence in countries where they are already registering significant success such as, for instance, Italy (counting for 25% of their EMEA markets), UK and France, while they also want to grow more in Germany, Austria and Benelux.