Alpargatas has concluded a delivery and sales contract with the Eastman Group Inc., said the Havaianas mother on Monday. Accordingly, Eastman becomes an exclusive sales partner of Havaianas in the USA and Canada.
“Due to the consumption there in our category and their importance for the consolidation of the Havaiana brand, both countries are relevant markets for the internationalization strategy of Alpargatas,” says the statement that was signed by André Correa Natal, Vice President of Finance and Investor Relations.
The agreement changes the business model in these markets from direct operation to a sales model. In the future, Alpargatas will only focus on building brands, while Eastman’s logistics, sales, trade and back office take over. The aim of the strategic partnership is to establish an operating and business model that enables cost efficiency and strengthens the brand presence in strategically important sales channels- “whereby our sales network is expanded”.
The sales contract has an initial term of four years and can then be extended. The transition to the new model should take place in the course of 2025, with the 2026 season being the first under the new sales model.
Havaianas was inspired by the Japanese Zori sandals in 1962. Originally intended as everyday shoe, the sandals developed into a fashion article in the 1990s and were presented in 1999 at a fashion show by Jean Paul Gaultier. In 2009 Havaianas opened his concept business in São Paulo, the Espaço Havaianas. Today the company is in an intensive internationalization process and is represented in Europe, the USA and Canada.
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