Havaianas looks for double-digit growth yearly in APAC region in the next 5 years

Havaianas, the Brazilian lifestyle brand that is part of the Alpargatas S.A. Group, is celebrating the APAC regional headquarters’ fifth year of growing and strengthening the brand’s presence across the region. This milestone anniversary also coincides with the Havaianas brand’s 60th anniversary, following its creation in 1962. For 60 years, the brand has lived its vision that free feet are the key to a free body, and a free body is the path to a free soul and an open mind - back then, and now, Havaianas exists to set everybody free.

The brand is also looking to grow double digits in the APAC region every year in the next five years, by understanding its core consumers, expanding its product offering, growing findability, and offering strong brand experiences.

Havaianas first opened its APAC regional headquarters in Hong Kong in 2017. With over 90% of the brand’s operations held in Brazil, the much-loved flip flop brand has only a few outposts around the world, including Hong Kong, Shanghai, as well as locations in the USA and Europe.

Over the past five years, Havaianas’ physical presence has expanded in step with the brand’s growing popularity, now reaching 18 APAC markets with over 290 brick and mortar stores, whilst the APAC digital business has grown 10-fold over the same period.

The company currently employs over 40 people between its Hong Kong headquarters and dedicated China office in Shanghai. Since its arrival in the APAC region, Havaianas has created several memorable and coveted collections aiming to enhance its connection and affinity with local consumers.

Havaianas produced for the first time in 2021 an exclusive Lunar New Year range, featuring traditional colours and reflections of the lunar zodiac. Brand collaborations with iconic brands such as Bathing Ape and Mastermind have been popular in APAC, and partnerships with local influencers in China, The Philippines, Indonesia, Thailand, Malaysia, Japan, Taiwan, Singapore and Australia, have helped drive awareness for such collections.

Staying true to its values is at the core of the Brazilian lifestyle brand, which exists to “set you and everybody free”. Through its collections and initiatives, Havaianas helps people identify themselves, feel represented and have access to a diverse portfolio, so they can always be inspired to express themselves freely.

This movement is part of a continuous evolution towards an increasingly sustainable development because Havaianas believe that the footprints consumers leave behind are as important as the steps they take.

Furthermore, the brand aims to help people make conscientious choices in their daily lives and so that they can live in the most harmonious way possible, with the lightest impact, always thinking about tomorrow.

Havaianas has recently pledged to collect 10% of total sold flip flops from its APAC Havaianas stores via their ReCycle stations across the region. The pledge, which the brand aims to meet by 2030, supports Havaianas’ strategic ambition to create a more colourful and freer tomorrow through taking steps that contribute to a more sustainable future.

In addition to the collection goal, Havaianas will ensure 100% of its monobrand stores in APAC feature collection points by 2030, making recycling of flip flops easier for all.

"Asian Consumers are very brand conscious and are looking for authentic, high quality and fashionable products, which Havaianas strives to provide this important market with. Through designing products and campaigns inspired by local culture, we hope to help improve identification between Havaianas and our audiences in APAC," said Danielle Panissa, Havaianas APAC brand and product director.

“I believe that this is just the beginning for Havaianas – we are always innovating at both the global level and from our APAC hub. We have a lot of exciting initiatives, launches and collaborations in the pipeline for next year and beyond, and we look forward to creating more milestones with our audiences,” shared Robert Esser, president of Alpargatas, S.A. for APAC and China.

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