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Havaianas has best quarter in a decade as China sales surge 736 per cent

Flip-flop brand Havaianas’ global expansion program is already paying dividends, with sales into China soaring 736 per cent during the first quarter of this year. 

Group-wide sales by Havaianas’ parent Alpargatas were up by 32.7 per cent to US$168 million as the company continued to focus on expansion in China, Europe and the US. Sales rose in every single market – including those handled by distributors – and its three core target markets reported increased margins. 

Havaianas’ Asia-Pacific business is run from Hong Kong, where Asia regional president Robert Esser has built a team from scratch during the past three years. 

Alpargatas said the quarter was its best in 10 years

“Havaianas is stronger than ever, inspired by people in Brazil and around the world,” said CEO Beto Funari. “The brand has expanded globally, accelerated online sales, and broadened its portfolio with innovation and sustainable technologies. We take pride not only in our ability to expand revenues and profits, but also to support society in the fight against the pandemic and in socio-environmental causes. 

“We are on the right track to capture the full potential of Havaianas,” he said. 

Meanwhile, Alpargatas has bought technology startup Ioasys to help boost the Havaianas brand’s growth globally, by accelerating direct-to-consumer sales online, boost its CRM program and extend its product portfolio. 

“We saw in Ioasys the same business purpose, a company that is inspired by people, with a digital mindset and culture focused on user experience,” said Funari.

“With expertise in technology, innovation, and agile methodologies, we will speed up the Alpargatas growth pillars: global expansion, digital acceleration, innovation in scale, and sustainability.”

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