Despite the global effects of Covid-19, Havaianas is continuing to push forward, investing US$50M in its expansion plan.
The Brazilian flip-flop brand which sells around one million pairs of footwear a day worldwide plans to grow its footprint in Asia over the next few years. Until 2017, the business was represented by a select group of licensed distributors in Asia, which was overseen by an export manager in Brazil. However, this all changed in 2018 when Havaianas opened a regional office in Hong Kong and appointed Robert Esser as Asia Regional President.
“In Asia Pacific today, our biggest potential markets are China, Indonesia, Thailand and Malaysia,” explains Esser. “We now plan to reach more local consumers and deliver a change in the way they perceive and wear flip-flops. Havaianas wants to enchant Asian consumers and build a strong emotional connection and affective memory, occupying a unique space where attributes like functionality, style and accessibility meet.”
“Apac is diverse but consumers are looking for authenticity, high quality and fashionable products so Havaianas can be perfect for them,” Esser continued.
