The Portuguese footwear industry will launch a new commercial offensive in the United States, through an initiative called "Portuguese Shoes Showcase New York", which will take place on December 1st and 2nd, coinciding with the FFANY Market Week. The action is promoted by APICCAPS (Portuguese Association of Footwear, Components, Leather Articles and Leather Substitute Industries) and aims to directly bring national companies closer to buyers, distributors and North American retailers.
In 2025, Portugal exported to the United States 1.8 million pairs of footwear, worth 84 million euros. However, the executive director of APICCAPS, Paulo Gonçalves, argues that the North American market, which spends 121 billion dollars annually on footwear, is too important for the Portuguese industry not to have a much stronger presence. The US market is the world's largest importer, with approximately 2,015 million pairs imported annually.
The initiative differs from traditional trade fair participation, as it is not limited to setting up a booth and waiting for buyers. The program includes a collective showcase of Portuguese brands, complemented by public relations, specialized press communication, B2B meetings, personalized mentoring and business development. Each company will receive individual support to define its positioning in the United States, choose distribution channels, prepare sales pitches and select buyers to contact.
Paulo Gonçalves highlighted that Portugal does not intend to conquer the United States through price, but rather to compete on quality, design, flexibility, sustainability and production capacity in Europe. The North American market presents favorable conditions for differentiated brands, given the high purchasing power of consumers and the growing interest in European brands associated with quality and sustainability.
