Havaianas takes over the Champs-Elysées

Images broadcast live from Copacabana on a giant screen, a sculpture of 478 flip-flops evoking the rays of the sun… Here are some of the elements of the decor of the 149 square meter pop-up that Havaianas has installed at 33 avenue des Champs-Élysées. With this temporary Parisian point of sale which will close its doors on August 31, the Brazilian shoe brand intends to transport visitors to the beaches of Rio, and also take advantage of the Paris Olympic Games to boost its visibility.

Within this store designed by Studio Zag, certified B Corp to imagine an eco-responsible place, the brand founded in 1962 also offers an immersive experience via a room where plays of lights, sounds and textures allow you to discover or rediscover collaborations and capsule collections of the season. There we find in particular the four models from the collaboration between Havaianas and Dolce & Gabbana or the Havaianas and Farm Rio collection.

“Today, Havaianas is present in more than 100 countries. However, it is important to mention that even if we are present on a global scale, certain countries are strategic, such as France. We cannot disclose the exact volume sold in the country, but France is one of our strongest markets in Europe with constant growth since its creation”, explains Harm van de Camp, who since last November has held the position of president of Alpargatas Europe.

In France, Havaianas has 38 stores under the brand – the store on rue de Rennes in Paris has just been renovated – and thousands of resellers. In total, the brand, which belongs to the Brazilian group Alpargatas and which since its creation has sold more than 5 billion pairs of flip-flops, now has 992 stores around the world, in addition to its network of resellers.

“The footwear market, or the fashion industry as a whole, is evolving extremely quickly. Brands must always be one step ahead to anticipate these changes. In recent years we have anticipated a few, such as the digital transformation fueled by the Covid crisis, the rise ofathleisure and the quest for comfort or the growing demand for personalization and the importance of collaborations,” explains Harm van de Camp.