Alpargatas S.A. and Shoezone Lifestyle LLP have formed a joint venture to bring Brazilian durable slipper brand Havaianas to India as part of its international expansion.
Under the joint venture, the company plans to invest more than $20 million in the next five years. Launched in Brazil in 1962, Havaianas plans to aggressively focus on 10 top cities to speed up distribution.
The first locations chosen for the mono-brand stores include trend-oriented cities in India: Mumbai, Bangalore, Goa, Chennai, Pune and Cochin. This will be accompanied by intensive cross-platform marketing and PR campaigns. Havaianas will be available in relevant distribution channels such as shoe specialists, department stores and e-commerce platforms for the local consumers.
The project to bring Havaianas to India is being led by Alpargatas S.A. and Shoezone Lifestyle LLP (Alpargatas India Fashions Private Ltd), combining the high product quality, diverse product portfolio and strong brand equity of Havaianas, with the solid retail, market know-how, consumer understanding and proven execution capabilities of Shoezone Lifestyle LLP.
Both partners are committed to ensuring the same success story of other international markets, where Havaianas introduces consumers to a whole new concept in slippers: not just functional slippers, but the perfect combination of âcomfort and styleâ to be adopted as a true âfashion accessoryâ.
Roberto Funari, CEO, Alpargatas S.A., said, âThis is going to be a radical change in the way Indian consumers perceive and wear slippers today. We believe Havaianas will become a love brand â as it is in so many markets, and our product portfolio will offer consumers the possibility of being aligned with the latest fashion trends with extreme comfort.â
The brand, available in a variety of shapes, colours and prints, are already the preferred slipper in many markets such as Italy, UK, France, Australia and Brazil. Havaianas now brings the fun, energy, colour and holiday spirit to the Indian consumers. With its warmer (slipper-friendly) climate and a very well-developed usage habit, Havaianas is bound to be a hit with consumers.
A diverse portfolio of more than 120 styles and 350 colours will be available to âwowâ consumers from all genders and ages, including international consumers favourites such as Havaianas St Tropez, Havaianas Slim Metal Logo, Havaianas You, Havaianas Urban and some of the many licensed styles such as Star Wars, Harry Potter, Mickey Mouse, Spider-Man and Mario designs.
Havaianas, which releases a collection every year, is currently selling the 2019 range and will soon release its 2020 collection.