Portugal Aims to Triple Footwear Exports to U.S. Market
The Portuguese footwear industry has set its sights on a massive expansion in North America, aiming to triple its annual exports to the United States within the next five years. Currently exporting approximately 90 million euros worth of goods to the U.S., industry leaders believe the “Made in Portugal” brand is poised for a breakthrough in the world’s largest economy.
Capitalizing on the ‘American Moment’
Speaking at the Micam footwear trade fair in Milan, Paulo Gonçalves, executive director of the Portuguese Footwear Manufacturers’ Association (APICCAPS), expressed high confidence in the sector’s growth trajectory. “We feel this is our moment in the U.S. and we want to take advantage of it,” Gonçalves said. “In a very short space of time, we can double or even triple our exports.”
Portugal is backing this ambition with a sophisticated marketing blitz. The industry has already secured partnerships with four designers at New York Fashion Week and is working directly with American fashion schools. To bridge the gap between Portuguese craftsmanship and American consumers, APICCAPS has hired a specialized local team to match individual Portuguese brands with the most effective retail channels.
The push culminates this December with a dedicated commercial showroom in New York featuring at least 10 Portuguese companies.
The ‘Trap’ of the Extremes
While the potential is vast, industry veterans warn that the U.S. market is not without risks. Marcelo Santos, CEO of Comforsyst—which produces the Softwaves brand—describes the market as “very exciting” but warns it can be a “bit of a trap” due to its volatility.
“It is a market of great extremes, which gets as excited as it does depressed,” Santos explained. To mitigate risk, Softwaves established a local subsidiary, Softwaves USA, to bypass tariff barriers and sell directly to retailers. However, Santos advises his peers to maintain a balanced global portfolio rather than becoming over-reliant on the U.S. market.
Beyond North America: Middle Eastern Ambitions
The U.S. isn’t the only frontier for Portuguese shoemakers. Companies like the ACO Shoes group are aggressively pursuing the Middle East. Despite logistical hurdles caused by geopolitical tensions in the Strait of Hormuz, ACO has formed a joint venture in Saudi Arabia to sell its Portania brand.
“In the Middle East, ‘Made in Portugal’ carries a lot of weight,” said ACO administrator Paula Costa. “We are held in higher regard than we think.” Costa aims for the Middle Eastern market to account for 10% of the company’s sales within two years, citing the region’s high purchasing power and demand for quality.
With more than 70 Portuguese companies currently showcasing their wares in Milan, the message is clear: Portugal is no longer content being Europe’s best-kept secret. From the runways of New York to the luxury malls of Riyadh, the nation’s footwear industry is stepping into a new era of global dominance.
Image: Pexels – Elooffe .
