16 Brazilian beachwear brands take part in pop-up store in France

From June 10 to September 10, during summertime in Europe, 16 Brazilian beachwear brands are being featured in a pop-up store in Juan-Les-Pins, a coastal city in the heart of the French Riviera. The initiative is taking place thanks to a partnership between the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), the Brazilian Association of Fashion Designers’ (ABEST) Fashion Label Brasil fashion export program, and the Brazilian Textile and Apparel Industry Association (ABIT), through the Texbrasil internationalization program. The brands are expected to sell around EUR 1.2 million (BRL 4.1 million) for the season.

“Beachwear made in Brazil is unique among the international players because of its innovative cut, creative finish, sophisticated materials and high-tech production,” says Christiano Braga, Apex-Brasil Export Manager, “Our strategy for 2015 is to strengthen the presence of Brazilian beachwear brands in the European continent, since today it is largely concentrated in the United States. Juan-Les-Pins is a strategic destination for positioning our product, since opinion-makers, journalists and a qualified consumer public are all found there. In addition to significant sales expectations, we intend to use this initiative to open new buyer channels and awaken an interest in Brazilian products at various European beach destinations”.

The store will feature the following brands: Blue Man, Cyann, Despi, Kiminis, La Playa, Limonada, Lua Morena, Maryssil, Mar Rio and Sauipe Swimwear (Texbrasil Program members) as well as Agua de Coco, Cecilia Prado Mare, Lenny Niemeyer, Salinas, Triya and Vix Swimwear (Fashion Label Brasil Program members). The location was chosen based on its relevance, since this region is a center of attraction for shapers of opinion during the entire European summer. The building where the store will be housed has a privileged location, just a few steps from Juan-Les-Pins beach, at the heart of the Cote D’Azur.
“Brazilian beachwear is one of our most recognized production segments abroad. We have very significant penetration in the North American market and we understand that we need to intensify our actions in Europe. This pop-up store has precisely this aim. After all, right now the south of France is drawing our companies’ target public, with an extremely qualified profile,” says Rafael Cervone, ABIT CEO.

“This is yet another initiative we’re doing on the international market to foster growth of original Brazilian fashion. Beachwear is, without question, a segment that is booming. Just last year, exports among our members were up by 17.5% in relation to 2013, ending at USD 5.6 million”, adds Roberto Davidowicz, ABEST President.

The initiative will be done in partnership with the Brazilian Bikini Shop online store, known for selling around 50 Brazilian brands with a focus on the European and North American markets, which will help to operate the store.

Schedule:
Location: Juan-Le-Pins
Date: June 10 to September 10