Maria Pavan reaches 25 customers in 15 countries

In April of this year, a page in How to Spend It, a magazine focused on the luxury market, included as a supplement in the Financial Times newspaper, put a sparkle in the eyes of entrepreneur Mariana Pavan. The text talked about sophisticated London boutique Pamela Shiffer, highlighting her knitwear brand, the Rio Grande do Sul-based Maria Pavan. The mention is just one of the results gained in the process of internationalization taking place at the company, which joined Texbrasil in 2014. From then until now, the brand has welcomed international buyers at showrooms and trade shows – including the Pamela Shiffer boutique, it has taken part in benchmarking missions, international trade shows and consulting sessions such as Projeto Capsula (Capsule Project), which helped to map international competitors and develop a more competitive collection (in terms of price and product mix) for the international market.

To open up opportunities like this, the company joined its internal competencies in management, products and production with guidance provided by consultants from Capsula, and took the resulting collection to the Who’s Next show in September of 2015, a show that it continues to participate in today. “It was a huge success. In our first foray into the international market we gained 12 customers. Today, we have 25 points of sale in 15 countries. With the help of Texbrasil, we are studying the scenario and will then be able to adapt our strategy and our products to the European market,” she says.

The brand saw instant success in London. “The items available at Pamela Shiffer, for example, sold out in a matter of weeks and we even renewed the order,” she says. Now, Mariana intends to continue growing internationally, carrying out actions in the U.S.A., where she already has two customers. “We feel the North American market is very receptive to our products, which have great quality and design and are competitively priced. We plan to enter this market, with actions planned for New York in 2017,” she says in closing.

About Projeto Capsula (Capsule Project)

Registrations for Projeto Capsula, a consulting firm at Texbrasil that helps companies to rethink their collections and their positioning in the international market, are coming to an end for 2016. There are 10 spots open to work on your product mix, along with professionals, to prepare to export. Consulting is focused on companies in the initial stages of internationalization and on those that already consistently export, but that want to improve the positioning of their products in the markets where they are active.

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