Zabelê exports beachwear to the Middle East
16 de maio de 2016
São Paulo – Brazil’s Zabelê Beachwear sells 90% of its production internationally, and its buyer list includes two Arab countries. It has shipped product twice to Dubai, in the United Arab Emirates, and once to Egypt, according to the brand’s owner, the business administrator Carolina Coelho.
The entrepreneur tells that the sales to the UAE took place in 2012 and 2013, and the one to Egypt happened in 2014. “I don’t know much [about the Arab countries]; those orders took me by surprise,” Coelho says. However, the business owner wants to learn more about the requirements and peculiarities of the Arab market when it comes to beachwear, so that she can build on her partnership with the region.
Zabelê Beachwear is based in the Rio Grande do Sul state capital Porto Alegre and sells its products online. Website Alibaba is one of its primary outlets. Since it first began exporting, in 2010, it has sold to more than 20 countries, according to Coelho. The bulk of sales go to the United States, especially the American state of Hawaii.
The brand offers bikinis and suits with cuts in three different styles. One of them is the American Cut, which is bigger; the other one is the String, which is a type of thong; and the third one is the Brazilian style, a model that stands between the two. According to Carolina Coelho, the Brazilian cut is the best-seller.
Zabelê Beachwear was established in 2004, and at first it sold domestically. However, due to acceptance issues with Brazilian retailers, the owner decided to focus on exports instead, which she did in 2010. “I always thought the product would be valued abroad, but it was a plan for the medium to long-term,” says Coelho.
Now, sales within Brazil are rare, and exports are the brand’s strong suit. The owner believes the good foreign sales performance is due to the different, exclusive models Zabelê has to offer, to the tasteful matches, such as combinations of prints and solid colors, the quality of materials and finishes.
Design and modeling are done by Zabelê itself, but the actual manufacturing is outsourced. Production ranges from 1,000 to 5,000 pieces a month, depending on the time of the year. Coelho explains that production peaks when it’s springtime in the Northern and the Southern Hemisphere.
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*Translated by Gabriel Pomerancblum