Helen Rodel enters the resort segment and consolidates exports

A member of BtoBe (Brazilians to Be), an initiative from Texbrasil (Brazilian Fashion Industry Internationalization Program, maintained by Abit and Apex-Brasil), the Helen Rodel brand is taking big steps towards consolidating export of its products. With the support of Texbrasil, the company joined one of today’s most dynamic segments, resortwear, at Barefoot Chic, an international showroom headquartered in London that also has expositions in Paris and New York.

According to Guilherme Thofehrn, a partner in the brand, the revenue goal for the first Helen Rodel resort collection is BRL 100,000, with projected growth of 25% with each collection. The target markets are the USA, England and France. “Our target considers the rarity of the product and is aimed at gradual growth, which is characteristic to operations in this market,” he explains.

Resortwear is currently the fastest growing market in global terms, both because of new consumers and because of population mobility – trips and tourism. According to Euromonitor, the market is estimated to be worth USD 20.9 billion and will account for USD 28.3 billion in 2019.

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