Brazilian beachwear brands participate in Maredamare in Italy

Starting next Saturday, July 24th, shoppers from Italy and across Europe can discover the latest Brazilian beachwear at Maredamare. The Italian event will take place at Fortezza da Basso in Florence, and it will include the participation of three brands supported by Texbrasil (The Internationalization Program of the Brazilian Textile and Fashion Industry) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency).

The companies Lua Morena, Rio de Sol, and UV.Line present their collections at the oldest tradeshow in the country. “Maredamare is the most important beach fashion tradeshow in Italy, and it is developing into an international tradeshow with a focus on southern European countries”, commented Gian Guatteri, CEO of Rio de Sol.

For the brand, the Italian market is one of the most important in Europe, and participation in the tradeshow is essential to expand sales in the region. “Italians have a great beach culture and receive a lot of international tourists. Selling to Italy is also selling to the world”, explains the manager.

Maredamare recently qualified as an international event that not only expands access to new brands but also attracts a wider range of buyers. Gian names Greece, the Côte d’Azur, Croatia, Ukraine, Russia, and Egypt as target markets.

For his participation in the tradeshow, Gian also emphasizes that he intends to expand Rio de Sol’s business in the country and to open new stores in regions of Italy where they are not yet present.

In addition to the physical stores, however, the three brands support their activities with international e-commerce. Gian also says that the biggest challenge for Brazilian beachwear brands to operate in the European market is to differentiate the segment in each country. “Each country is a different world, but all of them, especially the southern countries, have great market opportunities”, he concludes.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector developing strategies to conquer the global market. Over 20 years, it has helped around 1600 brands to enter the export trail, generating USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).