INSUBCONTINENT EXCLUSIVE:
Alpargatas, the company behind Havaianas, has undergone significant changes to stabilize its business
Under new CEO Liel Miranda, who joined in February 2024, the firm has cut costs and trimmed its product portfolio.Miranda acknowledges that
promising signs, with sales growth, improved margins, and decreased financial leverage.Despite these improvements, investors remain cautious
company has slashed its investment from R$500 million in 2023 to R$180 million in 2024
It has also cut 50% off Havaianas products and reduced its workforce by 30%.Havaianas Maker Refocuses on Core Products Under New Leadership
(Photo Internet reproduction)Logistical operations have been addressed, reducing delivery delays and customer service issues
also reevaluating its international strategy, focusing on 15 key markets, including southern Europe, England, southern Asia, and the United
States.Analysts believe Alpargatas was slow to react to its crisis
Ana Paula Tozzi, president of AGR Consultores, suggests the company expanded its portfolio too quickly without consolidating new
products.Online sales for Havaianas have been challenging due to easy product substitution
future success depends on growing international sales, where margins are higher, and continuing to reduce production costs
market remains cautiously optimistic
