Trade mission in Athens connects Brazilian brands to opportunities in the Greek market

From October 12 to 16, 2026, seven Brazilian brands took part in a trade mission in Athens, Greece, aiming to expand connections with local buyers and partners and identify business opportunities. Promoted by Texbrasil — the Internationalization Program of the Brazilian Textile and Fashion Industry, a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency) —, the initiative marked the Program’s first action in the Greek market in over 20 years of operation.

The mission included Ammi, Bela Brand, Dalai Beachwear, Dress To, Ene Ene, Lenny Niemeyer, and Panô, which presented their collections to local buyers and distributors, averaging 12 meetings each. The Brazilian participation generated US$ 200,000 in business, considering both negotiations held during the event and projected opportunities for the next 12 months. The agenda also allowed for a deeper understanding of the Greek market’s characteristics, an evaluation of product receptivity, and the identification of potential market entry pathways.

Local coordination and strategic connections

In addition to commercial opportunities, the scheduling organization and coordination with professionals knowledgeable about the local market were key aspects highlighted by participants. For Nana, from Ene Ene, the selection of buyers and alignment among the brands contributed to the quality of the experience.

“The mission was very well executed, bringing together relevant buyers, a well-aligned group of brands, and concrete business opportunities for all participants,” says Nana.

Bela Brand also evaluated the experience positively, highlighting the organization of the initiative and the attention given to the needs of the participating companies. For Maria Laura, representing the brand, these aspects contributed to the development of the commercial agenda. “The mission was great. Highly organized and willing to meet our needs,” she states.

These accounts reinforce the importance of strategic preparation when entering new markets. Selecting buyers aligned with company profiles, understanding local dynamics, and building commercial relationships are key factors that can help turn initial contacts into future partnerships.

For Gabriella Sampaulo, Trade Promotion Coordinator at Texbrasil, the mission represents an opportunity to introduce Brazilian fashion to new audiences, understand Greek market dynamics, and establish relationships that can evolve into future business.

“With this initiative, Texbrasil reinforces its work in connecting Brazilian fashion with the international market, creating space for meetings, relationships, and new business prospects between both countries,” highlights Gabriella.

Fernando Pimentel, interim president of Abit, also emphasizes the importance of initiatives that bring the Brazilian industry closer to new markets and contribute to developing internationalization strategies: “Internationalization requires more than presenting products abroad: it involves understanding markets, grasping their dynamics, and building relationships of trust. Getting closer to Greece creates new possibilities for Brazilian companies and expands our industry’s dialogue with different business environments.”

New perspectives for Brazilian fashion

The trade mission in Greece is part of Texbrasil’s work to support the internationalization of the Brazilian textile and fashion industry. By facilitating access to buyers, expanding knowledge of international markets, and encouraging the construction of commercial relationships, the initiative helps Brazilian companies identify opportunities and develop strategies to expand their presence abroad.

About Abit

The Brazilian Textile and Apparel Industry Association (Abit), founded on February 21, 1957, is one of the most important entities among the country’s economic sectors. It represents the productive power of 25.7 thousand companies installed throughout the national territory, of all sizes, which employ more than 1.34 million workers and generate, together, an annual revenue (in 2024) of BRL 221 billion.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector to develop strategies to conquer the global market. Over more than 25 years, it has assisted about 2,000 brands to enter the export track, generating US$ 11 billion in business. The Program is conducted through a partnership between Abit (Brazilian Textile and Apparel Industry Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency).

To participate, companies must fill out this form or contact the Relationship department: texbrasil@abit.org.br.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors <u>of the Brazilian economy. To achieve these objectives</u>, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and enhancing the value of Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, and visits by foreign buyers and opinion leaders to get to know the Brazilian productive structure, among other business platforms that also aim to strengthen brand Brazil.

The Agency also works in coordination with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.

Learn more about ApexBrasil.