Author: Diego

In a market increasingly driven by the speed of information and new forms of consumption, the BFSHOW Arena has established itself as one of the most important spaces at the trade show, bringing together specialists, content creators and industry leaders to discuss the paths of fashion and footwear in the digital age. At the 5th edition of BFSHOW, held November 10–12 at Distrito Anhembi in São Paulo, the audience followed a program that addressed seasonal trends, the impact of TikTok Shop on the e-commerce revolution, the power of content as a sales driver, and even the strategic role of sales representatives in connecting industry and retail.

Kicking off the program at the space were Luana Lanzini and Luana Savadintzky, co-founders of Fashion Directions. With the talk “Trend Line: Bets and Inspirations of the Season,” the duo of specialists presented the Winter 26 Shopping Guide, made available by BFSHOW, and led an immersion into the colors, products and inspirations that will drive buyers’ decisions for Fall/Winter 26 and provide an early look at what is coming for Spring/Summer 26/27.

Next, Eric Chien, Head of Fashion, and Gabriela Cleim, Fashion Account Manager at TikTok Shop, presented the panel “From feed to sale: real stories of how content sells footwear on TikTok Shop.” The platform, which started in Asia and quickly expanded to several countries, has seen more than tenfold growth in the number of active monthly sellers. It has also become one of the main search tools among young consumers – averaging 4 million searches related to fashion per week.

Among the purchasing formats, standout features include short videos, livestreams, product showcases and the “shop tab,” which bring the entire sales funnel together in one place. “Technology has deeply influenced the way people shop. Today, content and sales blend together,” noted Gabriela Cleim. “On the platform, users are more likely to be the first to discover new products and trends, as they complete the entire purchase journey within the app itself,” added Eric Chien.

The panel also featured the participation of Mariana Santos, Head of Style and Fashion Buyer at Lumiss, and Rubem Xavier, CEO and founder of Armazém dos Chinelos. They shared their experiences as Brazilian brands on the platform and agreed that the secret lies in making the consumer’s shopping journey something fun. Rubem highlighted the impact of going viral on operations: “From one day to the next, you can have 4,000 additional orders to deliver. The key is having strong partners and suppliers who can keep up with the pace.” Mariana, in turn, emphasized the value of authenticity: “One video sells more than a perfect photo. Consumers want to see what’s real, they want to feel part of the community.”

Content that inspires and converts
On the second day of talks, Steal The Look, one of the largest shoppable fashion content platforms in Brazil, presented the panel “How to inspire, connect and sell through content.” Laís Miranda, People and Education Coordinator at the brand, showed how content is the main link between inspiration and conversion. According to her, 83% of TikTok users have already purchased something they discovered on the platform, and 87% of Instagram users take some action after viewing fashion content.

For the footwear sector, the potential is even greater: the average conversion rate in footwear e-commerce is higher than in segments such as beauty and gaming. “We read market movements and translate them for our audience in a didactic and agile way, and that’s how we’ve realized that content is what makes a brand be remembered before the purchase and chosen at the moment of purchase,” Miranda emphasized, highlighting the importance of combining storytelling with real-time trend analysis.

According to the specialist, the trend bets being tracked for Fall/Winter 2026 include cow-print animal patterns, berry tones, revisited classics (such as blazers, pumps and loafers), and earthy browns, which remain on the rise.

The power of presence
Closing the program, Ricardo Prado, mentor for sales representatives and founder of R8 Educação, delivered the talk “The link that moves the market: how to align industry, sales reps and retail to turn relationships into results.”

With a career spanning decades in the sector, Prado highlighted the role of the sales representative as a vital link between industry and retail and warned about the risk of losing in-person connection in an increasingly digital market.

“Retail is overwhelmed by new platforms and trends. Technology does not replace the sales representative, it only transforms their role. Those who are still working as they did in 2019 are being left behind – the differentiator now is knowing how to use the time we’ve gained to our advantage and not giving up direct contact with the customer,” he said. For the mentor, the sector’s future depends on clear commercial leadership, real technological integration and the formation of strategic partnerships. “When industry, sales representatives and retail grow together, the market explodes,” he concluded.

The 5th edition of BFSHOW, The biggest footwear tradeshow in Latin America, held November 10–12 at Distrito Anhembi, in São Paulo/SP, closed with a record number of international visitors. According to data compiled by the Brazilian Footwear Industries Association (Abicalçados) and NürnbergMesse Brazil, partners in promoting and organizing the event, more than 10 thousand buyers attended over the three days, 13% of them (1,300) coming from 46 countries. 

With around 350 Brazilian brands gathered in a total area of more than 25.5 thousand square meters, BFSHOW has established itself among the leading trade shows for the footwear sector worldwide. According to the Executive President of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, the trade show reflected the current moment of the Brazilian footwear industry, which is expected to grow up to 1.4% in 2025, surpassing 940 million pairs produced. “BFSHOW indicates that we should see a recovery in the last quarter, with production growth of more than 2%, closing the year on a positive note,” explains the executive. 

International attendance at the event exceeded expectations, especially considering the challenging global scenario. “We had a strong presence of importers, mainly from Latin America, as well as from countries in the Middle East, Africa and even Oceania,” celebrates Ferreira, noting that alternative markets have helped soften the challenges faced in exports to the United States, the main international destination for Brazilian footwear. 

Buyer Program
Domestic and international attendance at the event was boosted by the BFSHOW Buyer Program, which brought 520 domestic buyers and 165 international buyers from 32 countries. João Paulo Picolo, CEO of NürnbergMesse Brazil, explains that the investment attracted importers selected based on their purchasing potential and market reach, as part of a strategy to diversify destinations. “The feedback has been positive, especially regarding the quality of the buyers in attendance, who did not come only to network; they came ready to place orders and build partnerships,” he emphasizes. feedbacks são positivos, principalmente pela qualidade dos compradores presentes, que não vieram apenas para relacionamento, compareceram para efetivar compras e parcerias”, destaca. 

Exhibitors
Ricardo Terêncio, marketing coordinator at Rafarillo, from Franca/SP, says that both the traffic and the quality of buyers exceeded the brand’s expectations. “Because it is a November trade show, we were not expecting such a high level of attendance. We welcomed customers who had not bought from Rafarillo for many years. It was a very positive participation.” According to him, business was done with both the domestic and international markets. “The international market has improved significantly in recent months, and here we were able to confirm this positive momentum,” he adds. 

For Marcelo Silva, marketing manager at Kidy, from Birigui/SP, BFSHOW has “raised the bar for Brazilian footwear” by showcasing, in a single venue, the very best of the national industry. “For Kidy specifically, the trade show helps us validate new projects, in addition to closing important deals with domestic and international buyers,” he says. According to him, during this edition the booth received highly qualified traffic, with visitors especially interested in the launch of the Tênis Localize, unveiled during BFSHOW. 

Emphasizing the opportunity to strengthen relationships, especially with strategic partners in both the domestic and international markets, Piccadilly, from Igrejinha/RS, welcomed a large flow of clients. “We received a highly qualified audience, especially during the appearance of our brand ambassador, Carolina Dieckmann, on the second day of the event. This outcome reflects consistent work and the strong engagement of the public with our Fall-Winter 26 collection,” points out Cristine Grings Nogueira, the company’s CEO.

Lojistas
Participating in BFSHOW since its first edition, the traditional Ajita Calçados, which has more than 20 stores in Paraná in addition to other businesses, uses the trade show to confirm the trends that will be featured in shop windows in the coming seasons. According to the chain’s Administrative Director, Eduardo Ajita, the current moment of the Brazilian market, with lower retail consumption and stronger competition, especially from e-commerce platforms, makes BFSHOW “essential.” “It is here that we are able to build a well-targeted collection for a consumer who is increasingly selective and demanding. At BFSHOW, we have all the leading brands together, including more exclusive products, which have been our focus in the women’s collection,” he says. 

Sapataria Avenida, which operates an exclusive store in Barreiras/BA, placed its entire Winter collection order at BFSHOW. “Before the trade show, we prepare to purchase all the footwear for our Winter collection here, because this is where we find the variety we need for our product mix,” says Jonas Francisco de Azevedo, managing partner of the store. According to him, the organization of the trade show makes the retailer’s experience stand out. “BFSHOW is very well thought out, from the easy access, since it takes place in São Paulo, to the segmentation by product type, which optimizes the time we spend visiting and gives us greater peace of mind to do business,” Azevedo comments.

International presence
With five stores focused on the men’s market, Pablo Vega, Import Manager at Ferratti stores, in Ecuador, attended the event for the fourth time. “Today, if you work in the footwear market, you have to come to BFSHOW. I really enjoyed the trade show, which featured a wide variety of brands and was very well organized. We also took the opportunity to meet new suppliers and close deals,” says Vega, noting that technology, comfort, quality, and delivery times are some of the key differentiators of footwear “made in Brazil.” The international buyer has been working with Brazilian companies for 24 years.

On the calendar
The next edition of BFSHOW is already scheduled. The biggest footwear tradeshow in Latin America will present the Brazilian industry’s Spring/Summer collections from May 18–20, 2026, once again at Distrito Anhembi, in São Paulo/Brazil. 

The 5th edition of BFSHOW, held at the Distrito Anhembi in São Paulo/SP from November 10 to 12, brings positive expectations for the footwear industry. During the trade show’s press conference, held on the 11th, industry leaders and entrepreneurs shared growth projections, even in the face of a challenging economic environment. 

The Executive President of the Brazilian Footwear Industries Association (Abicalçados), Haroldo Ferreira, opened the event by highlighting the footwear industry’s growth outlook. According to him, even amid a challenging scenario, output is expected to increase by up to 1.4% in 2025, surpassing 940 million pairs produced. “In the last quarter alone, with the results from BFSHOW, we estimate growth close to 3%,” he noted. From January to August, according to IBGE data, production fell 1.6% compared to the same period last year—a decline that should be offset by growth in the final months of the year. 

Export data, which came as a positive surprise for the industry, was also revealed first-hand during the press conference. According to figures compiled by Abicalçados, from January to October exports totaled 87.3 million pairs and US$819.4 million, representing a 7.5% increase in volume and a 1% decline in value compared to the same period last year. In October alone, exports grew in volume (+10.4%) but dropped in value (-9.1%) compared to the same month in 2024. Ferreira explained that the challenges of exporting to the United States, due to the heavy tariffs on Brazilian products, have been mitigated by an increase in shipments to Latin American countries.

Challenges
Ferreira also outlined the main challenges faced by Brazil’s footwear industry, including the growing influx of footwear imports from Asia. “In the first ten months of 2025, imports increased by 23.8% in value and 22.9% in volume compared to the same period last year. It is alarming that the pace of import growth is nearly 20 times higher than the expansion rate of the Brazilian domestic market,” he warned. The Executive President also emphasized the importance of implementing taxes (CID-BETs) on online betting and reinstating payroll tax relief.

Footwear industry strength
While uncertainties remain regarding the North American market, BFSHOW brings renewed optimism to the industry. Hosting importers from 62 countries—nearly 170 of whom were invited through the event’s Buyer Program—there is strong anticipation for business diversification. “BFSHOW is the biggest footwear tradeshow in Latin America, playing a key role at this challenging time not only for exports, but also for the growth of the domestic market,” noted Picolo. The event is expected to welcome more than 10,000 Brazilian retailers from every state throughout its three days. 

Investment in market diversification
A gestora de Projetos da ApexBrasil, por sua vez, destacou os investimentos da agência em projetos com calçadistas com o objetivo de diversificar mercados e fortalecer a presença internacional do calçado brasileiro. Segundo Clara, no biênio 2024/2026 estão sendo investidos mais de R$ 40 milhões em ações de internacionalização por meio do Brazilian Footwear, programa desenvolvido pela ApexBrasil em parceria com a Abicalçados. Atualmente, são beneficiadas cerca de 300 empresas de calçados via o programa, que na edição cinco da BFSHOW trouxe 11 compradores e quatro jornalistas internacionais para fazer negócios e divulgar o calçado brasileiro no exterior. Atualmente, mais de 70% das exportações de calçados são geradas por empresas participantes do Brazilian Footwear.

Companies show optimism
At the trade show, most of the roughly 350 exhibiting brands are satisfied and optimistic about the business generated. During the press conference, Astor Ranft, President of Calçados Pegada (Dois Irmãos/RS), emphasized that the deals made at the event will be key to achieving the company’s projected 8% growth in production for 2025. “That has been our average growth over the past 15 years. Now we are entering new segments—beyond men’s footwear, the company is also producing women’s styles and, from now on, children’s as well—because we want to be the family’s footwear brand. We are also very optimistic about 2026,” he noted. With 6,500 direct jobs across its factories in Rio Grande do Sul and Bahia, Pegada created 1,000 new positions in 2025 alone. 

Representing the Suzana Santos Group, the company’s Commercial and Creative Director, Suzana Santos, expressed her pride in representing the growing Footwear Local Productive Arrangement (LPA) of São João Batista/SC, now a national reference in women’s footwear production. “The first half of the year was slower, but we grew more than 10% in the second half. Today, BFSHOW is essential for the group’s business, generating new opportunities in both domestic and international markets,” she said.

Ricardo Campos, CEO of Polo GO from Nova Serrana/MG, emphasized that he has been attending trade shows for more than 20 years and has never experienced an industry event as effective as BFSHOW. “Last year, our revenue grew by 180%, largely due to our participation in this trade show,” he noted. According to the entrepreneur, holding BFSHOW in São Paulo—the economic capital of Latin America—has been crucial for strengthening Brazil’s footwear industry, making it easier for buyers from across the country and around the world to attend.

For Renato de Nardo, President of Cactus Shoes from Jaú/SP—who spoke at the press conference representing São Paulo’s Footwear Local Productive Arrangement (LPA)—companies in the region are “quite optimistic” about closing out a positive year, despite challenges in both domestic and international markets. “Cactus is a small company, and here at BFSHOW we have the opportunity to share the floor with industry giants, presenting our products to the world. It is a trade show that is essential to our business. With each edition, we grow around 10% in sales,” he said. 

Claudio Taraborrelli, Head of Expansion at Pimpolho from Serra/ES, emphasized the importance of the footwear trade show, especially for opening new international markets, with a particular focus on Latin America. “BFSHOW is a great opportunity to connect our factories with buyers from all over Brazil and the world. We have high expectations for this edition,” he projected. 

Held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brazil, BFSHOW runs through tomorrow, November 12, at the Anhembi District. Learn more: www.bfshow.com.br. www.bfshow.com.br.

The 5th edition of BFSHOW, The biggest footwear trade show in Latin America, opened today (November 10) with strong expectations for business. With an estimated 12,000 visitors over its three days (the show ends on the 12th), the trade show brings together around 350 Brazilian brands from production hubs across the country and all segments. The event is taking place at Distrito Anhembi, in São Paulo/SP, and registration remains open for retailers. Members of the press should contact diego@dcr-assessoriadeimprensa.com or roberta@agenciacasa9.com.br

Organized by the Brazilian Footwear Industries Association (Abicalçados) and NürnbergMesse Brazil, the footwear trade show saw solid traffic on this first day from both domestic and international markets. Abicalçados’ Executive President, Haroldo Ferreira, noted bustling aisles and business being concluded. “Key retailers were at BFSHOW, which energized exhibitors. From the international market, we also saw strong turnout right on day one, especially from importers coming from Latin America,” he said.

NürnbergMesse Brazil’s CEO, João Paulo Picolo, underscores BFSHOW’s growth as it marks its second anniversary this November. “The show is recent and is already the largest business platform in Latin America for the sector. At NürnbergMesse Brazil, we can only praise the strength of Abicalçados as an entity that brought the footwear industry together around the cause of strengthening the sector and, consequently, BFSHOW,” he emphasized.

Press conference
Tomorrow (November 11), BFSHOW will hold its press conference. During the session, Ferreira will analyze the current footwear market in both domestic and international contexts, outline the main agendas for the sector’s competitiveness, and present short- and medium-term projections. Picolo will speak about the trade show’s first day and highlight key event figures. The press conference will also feature representatives from the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and exhibiting entrepreneurs. The session takes place at the BFSHOW Arena.

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

A maior feira calçadista da América Latina, que reunirá cerca de 350 marcas brasileiras entre os dias 10 e 12 de novembro, no Distrito Anhembi, em São Paulo/SP, traz consigo a expectativa de retomada para a indústria do setor. Devendo receber em torno de 12 mil compradores de todo o Brasil, sendo mais de 1,2 mil deles de cerca de 50 países, a BFSHOW é promovida pela Associação Brasileira das Indústrias de Calçados (Abicalçados) e organizada pela NürnbergMesse Brasil.

O presidente-executivo da Abicalçados, Haroldo Ferreira, ressalta que, apesar do cenário incerto, principalmente no mercado internacional, o otimismo com a retomada do setor será a tônica do evento. “Estamos acompanhando o andamento das negociações entre os governos brasileiro e estadunidense e esperamos que até a feira tenhamos novidades positivas”, avalia, destacando que os Estados Unidos são o principal destino internacional do calçado brasileiro e que, mesmo com a taxação, já tem compradores confirmados na feira. 

Ferreira, destaca, ainda, que mesmo diante do cenário nebuloso, as expectativas da indústria são de um crescimento de até 1,4% na produção em 2025, alcançando mais de 940 milhões de pares produzidos. Já para 2026, as projeções são de sequência no crescimento, podendo chegar a 2%, alcançando mais de 960 milhões de pares produzidos. “Os reflexos dessas projeções devem ser sentidos na BFSHOW, que é o grande momento da indústria calçadista nacional”, projeta o dirigente. 

Mais pré-credenciados
Os números de compradores credenciados corroboram o otimismo para a feira. Segundo o CEO da NürnbergMesse Brasil, João Paulo Picolo, o pré-credenciamento total está 11% maior do que no mesmo período do ano passado. “Levando para o mercado internacional, já são 34% mais importadores credenciados”, comemora. 

Com um Programa Comprador realizado em parceria com os próprios expositores, a feira contabiliza cerca de 670 convidados pela iniciativa, sendo mais de 160 deles internacionais de mais de 30 países. “A assertividade dos convites é um dos destaques da BFSHOW, que desde seu princípio trabalha em total sinergia com os anseios de seus expositores”, explica Picolo, ressaltando que a maior parte dos visitantes vêm por conta própria por entender a “relevância do evento como a maior vitrine do calçado brasileiro para o mundo”.

Conteúdos
Além de negócios, a BFSHOW traz conteúdos de relevância para os lojistas e importadores. O espaço da Arena BFSHOW (Rua B, localização B107) recebe, no primeiro dia da feira (10), a partir das 17h20, uma palestra sobre tendências e inspirações para a estação de Outono/Inverno. O objetivo da apresentação de Luana Lanzini e Luana Savadinitzky, do portal Fashion Directions, é ser um “guia de compras” para uma maior assertividade nos negócios. Às 18h é a vez de Eric Chien e Gabriela Pereira, head de Moda e gerente de contas do TikTok, respectivamente. Eles falarão sob o tema “Do feed à venda: histórias reais de como o conteúdo vende calçados no TikTok Shop”, revelando as técnicas de vendas de um dos maiores fenômenos digitais dos anos recentes. 

Já no dia 11, a programação começa às 17h30 com Laís Miranda, da Steal The Look, que falará sobre tendências de moda. Às 18h sobe ao palco Rodrigo Prado, mentor de representantes comerciais, que falará sob o título “O elo que move o mercado”. Com ampla experiência em gestão comercial e comportamento de vendas, o palestrante apresentará uma reflexão sobre a importância da conexão entre marcas, representantes e lojistas para transformar relacionamento em resultado.

Press conference
No segundo dia da BFSHOW (11), às 11h, na Arena, acontece a já tradicional coletiva de imprensa com jornalistas brasileiros e internacionais. No encontro, Ferreira fará uma análise do mercado atual para calçados, tanto no ambiente doméstico quanto internacional, detalhará as principais pautas para a competitividade do setor e fará projeções para curto e médio prazos. Já Picolo falará sobre o primeiro dia de feira e destacará números importantes do evento. A coletiva contará, ainda, com as presenças de representantes da Agência Brasileira de Promoção de Exportações e Investimentos (ApexBrasil) e de empresários expositores. 

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

Staged by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, BFSHOW enters its fifth edition, reinforcing its global vocation and its strategic role in driving business across the footwear value chain. From November 10 to 12, at the Anhembi District venue in São Paulo/SP, the event will welcome 670 buyers (505 domestic and 165 international) invited by the Buyer Program, a BFSHOW initiative that aims to invite retailers and importers—selected in partnership with exhibitors—to discover and do business with the brands of the largest footwear industry in the West.

Among the invited Brazilian buyers, consolidated companies stand out as they look for strategic partners and innovation. Antonio Carlos Amorim, Purchasing Manager at Armazém Paraíba — a 45-store chain with a strong presence in Piauí, Maranhão, and Bahia — has taken part in the trade show since its first edition. “We look for suppliers that will also be partners in after-sales support. Retail is going through a challenging time, so we want fashion products at affordable prices, especially geared toward Holiday 2026 collections,” he says.

The executive also underscores the event’s networking potential: “BFSHOW is a unique opportunity for negotiations and connections in one of the world’s largest business hubs, with experiences and contacts with people from everywhere.”

Leandro Aparecido Del Bianco, owner of Dolce Store Calçados, a retail brand with two stores in Catanduva (SP), is also looking for opportunities: “We are always looking for new suppliers, with bold products that will help us sell more in our stores,” says the entrepreneur, who has visited the event since the beginning and will be at this edition. “When we take part in something at the scale of this trade show, we seek to be increasingly aligned with high-quality brands and with a higher average price point. That’s why it’s extremely important for us to stay attuned to what the event offers.”

International presence and new markets
The 163 importers invited by the Buyer Program come from 56 countries across the Americas, Europe, Asia, the Middle East, and Africa. The trade show projects to receive around 12,000 visitors in total, with at least 10% of them from overseas.

Among the international guests is Puseletso Mwakalombe, CEO of Glamshoes Limited, Zambia, who is attending the event for the first time. With e-commerce operations focused on the Southern African market (a region comprising several countries in southern Africa), Mwakalombe is seeking premium, innovative products with an emphasis on comfort, sustainability, and design. “Consumers are more attentive to trends and comfort. In addition to footwear, I’m looking for accessories, digital retail solutions, trends, new technologies, and shopping experiences such as virtual stores,” she says.

Content and Services
And to serve visitors seeking not only strong business opportunities but also information and new ideas, BFSHOW will feature a series of talks at the Content Arena. Among them is “The Link That Drives the Market,” by Rodrigo Prado, a mentor to sales representatives who will bring a strategic view of how to align industry, representation, and retail to turn relationships into results. The session “From the Feed to the Sale: Real Stories of How Content Sells Footwear on TikTok Shop” will delve into the platform’s sales experience. The talk will be led by Eric Chien, Head of Fashion, and Gabriela Pereira, Account Manager at TikTok—which will have its own booth at the event, within the area dedicated to specialized services for the footwear sector.

In this dedicated area of the venue there will also be exhibitors such as DataSystem, a software and digital solutions company 100% focused on footwear and apparel retail—which will operate a concept store on the show floor; Shoppub, an e-commerce platform specialized in fashion, with footwear and apparel as the strongest segments in its client base; as well as Linx, a technology specialist with deep expertise in retail management software. Other service providers will also be on site, including Lukaflex, a manufacturer of customized bags made of plastic, paper, and nonwoven (TNT), and Patrus Transportes, a national leader in less-than-truckload (LTL) freight.

“For Patrus Transportes, taking part in the 5th edition of BFSHOW is a strategic and valuable opportunity to connect with the key players in the sector, strengthen our market presence, and expand our network of relationships. The trade show is a vibrant business environment, where every conversation can turn into a promising partnership and every contact can open doors to new possibilities,” concludes Clóvis Severino, the company’s Commercial Director.

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

With 33% more accredited international buyers compared to the same period last year, the 5th edition of BFSHOW reaffirms its relevance as the leading export platform for Brazil’s footwear industry. The biggest footwear tradeshow in Latin America, the event held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil will take place November 10–12 at the Distrito Anhembi venue, in São Paulo, Brazil. Organizers project that the 350+ Brazilian brands will welcome around 12,000 buyers, at least 10% of them international. 

According to Abicalçados’ Relationship and Business Manager, Letícia Sperb Masselli, the strong interest from international buyers in being at BFSHOW underscores the event’s relevance for Brazilian exports at a time of significant global uncertainty. “Today, BFSHOW is essential for exporting companies seeking to expand their international footprint. Exhibiting brands understand the importance of presenting collections and commercial terms aligned with a market-diversification strategy, since the show is pivotal for companies that aim to broaden their presence abroad,” she notes. 

NürnbergMesse Brasil’s Head of BFSHOW, Felipe Marchioni, reports that, to date, buyers from 39 countries have registered, with Argentina and Ecuador standing out. “The diversity of markets at BFSHOW is crucial at a time when the footwear industry needs to further diversify and spread its export base,” he emphasizes.

Positive expectations
Many companies confirmed for the fifth edition of BFSHOW attribute a significant share of their export growth to participating in the show. Producing more than 2.5 million pairs per year—about 10% of which go to over 30 countries—Pampili (Birigui/SP) is one of them. “In a context of challenges in the international market, BFSHOW has proven increasingly relevant to Pampili’s expansion strategy. The show, which draws strong international traffic, is considered the most effective in international results for the brand,” explains Silvana Silveira, the company’s head of international business.

According to Silvana, given the show’s relevance for exports, Pampili decided to increase its presence at the November edition, investing in a larger space with an area dedicated exclusively to meeting with importers. “Our participation in May already delivered positive results, with Pampili consolidating partnerships and opening negotiations in new markets. Business growth compared to May 2024 was 20%,” the executive notes, adding that for November the expectation is to sustain this pace and further expand opportunities.

Gateway
With an annual output of 120,000 pairs—60% of which are exported—the young brand Voices Culture (Bento Gonçalves/RS) is expected to close 2025 with a 30% increase in exports compared to last year. According to the company’s export manager, Nathália Schneider, BFSHOW plays a pivotal role in the brand’s international market entry strategy. “The market is challenging, and a key point is diversifying destinations, which allows us to mitigate risks. That’s why we’ve doubled down on trade show participation, and BFSHOW is a gateway to the global market,” she explains. For her, the show has been a positive surprise for the volume and quality of importers from highly diverse origins.

15% growth
Producing 720,000 pairs per year, 15% of which are exported, Polo Go (Nova Serrana/MG) underscores BFSHOW’s relevance for attracting new clients, especially in the international market. “Last May’s show was very good for us. We secured three new export clients and confirmed our collection with domestic-market customers. For November 2025, the expectation is 15% growth compared to last year’s show,” projects Ricardo Luiz Campos, CEO of the Ride group, owner of the Polo Go brand. 


SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

A duality that promises to please every taste. The leading trends for Fall/Winter 2026 footwear and handbag collections set, on one side, a classic ladylike style—defined by pumps, sandals, and peep toes with a more modern reading. On the other, a rebellious streetwear look, featuring hardware and buckles. And Brazil’s leading footwear manufacturers are already tuning into these trends to present them to buyers at the 5th BFSHOW, The biggest footwear tradeshow in Latin America. The event, held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, will take place November 10–12 at Distrito Anhembi, in São Paulo/Brazil.

“Boots will take center stage this season and appear in multiple versions—slouch, over-the-knee, stretch—and in different shaft heights,” says Luana Lanzini, a cofounder of the Fashion Directions fashion and research platform. She also notes that in a season when the basics will be revisited, distinctive heels, a mix of materials in different textures with statement details, and new cutouts will draw attention. “In terms of shapes, elongated pointed toes, modern square toes, and high vamps are icons of modernity,” she adds.

80'Fever
And what else can we expect to see in the aisles of this edition? According to Fashion Directions’ survey, boho will also remain on the rise for another season, but this time it comes with cozy textures and warm tones. “But the big news will be the return of ’80s-inspired maximalism: vibrant colors, intense shine, and statement pieces that break with the minimalism and austerity of the last few winters,” reveals Luana Savadintzky, also a cofounder of the fashion platform.

Vizzano—a brand defined by a DNA of glamour and soft power—will bring this trend strongly in its upcoming launches at BFSHOW. These are shoes and handbags that translate the festive season, with sandals in colors such as red and silver.

New Boho
Those betting on a new take on boho include Moleca. Its next collection will feature a reinterpretation called Motomoda (or Moto Boho), which blends the delicacy of fluid pieces with the rebellious attitude of motorcycling. For the collection, black predominates, adorned with details such as studs — tachas — on footwear, shoulder bags, and bucket bags.

Among Beira Rio’s launches, mules and block-heel sandals with casual-chic inspiration will take the spotlight. For Fall/Winter 2026, the brand will present new options from its collaboration with actress Camila Queiroz, such as handbags with embellishments in organic shapes.

At Bebecê, there will be three main styles: the classic, which revives the sophistication of pumps and sandals, but with details such as strategic cutouts and the application of metal pieces. In contrast, the folk aesthetic—set to appear on boots—arrives with a more rustic look and earthy tones, featuring animal prints, semi-gloss finishes, and the velvety texture of suede. Lastly, the dark style bets on a bold, sensual look, with gothic references represented by mini metal accents and studs (tachas), and a color palette of intense, deep tones such as black, tourmaline, and fig.

“Trends are very important when it comes to developing collections, as they serve as indicators of the market’s expectations and directions. Aligned with brand values and with what is happening in the world, trends have a direct impact on the development of the color palette, the choice of materials, and the design of the styles. This alignment is essential for us—both for creating a collection with a unique identity that reflects our consumer’s personality and for crafting pieces that meet market demands,” emphasizes Monica Salin, Bebecê’s creative coordinator.


SERVICE
5th BFSHOW
Date: November 10–12, 2025 | 9 a.m.–7 p.m. (10–11) and 9 a.m.–5 p.m. (12)
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209. Santana, São Paulo/Brazil)

The 5th edition of BFSHOW is gearing up to welcome and boost sales for representatives from Brazil’s most important footwear-producing hubs. The biggest footwear tradeshow in Latin America, held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil, takes place from November 10 to 12 at the venue Distrito Anhembi, in São Paulo/SP.

Exhibitors represent a significant share of national production. The Northeast, for instance, is a leading presence at the event. Together, the four main footwear-producing states in the region (Ceará, Paraíba, Bahia, and Pernambuco) produced nearly 476 million pairs — more than half of the volume manufactured in the country in 2024.

Bahia
To ensure that participation in the trade show is as effective as possible, a large share of companies rely on support from their employers’ unions at the event. One of the supporters is Sindicalçados Bahia, which will be at the November edition alongside eight member companies. The organization’s president, Paulo Vicente Bender, notes that BFSHOW has reactivated footwear trade shows at both the national and international levels. “The show has an important differentiator: the strong presence of international visitors. For our hub, the trade show has offered good opportunities for business prospecting in the domestic market and worldwide. Even with concerns about tariff issues that affect the sector, our outlook for November is quite optimistic,” Bender points out.

Rio Grande do Sul
Apprehension over the U.S. tariff hike is affecting the sector, which views BFSHOW as a key force to face the situation. “Despite these barriers, we are fully convinced that the show will be another milestone in strengthening Brazil’s footwear industry, reinforcing its relevance on the global stage and elevating the activity. We believe the trade show will be an opportunity to expand business, consolidate commercial relationships, and open new export channels,” says Paulo Ricardo da Silva, president of the Novo Hamburgo Footwear Industries Union (SICNH). Part of the Vale do Sinos (RS) footwear hub, the organization will also have eight member companies at the venue Distrito Anhembi in November.

Silva also highlights that BFSHOW creates a strategic environment for business, networking, and international visibility—but goes even further: “it is a showcase to present to the world the creativity, resilience, and adaptability of our hub.”

Minas Gerais
One of the most important representatives of Minas Gerais’ footwear industry — responsible for 43.2% of the state’s production in 2024, according to data from IBGE (Brazilian Institute of Geography and Statistics) and the Brazilian Footwear Industries Association (Abicalçados) — Nova Serrana will once again bring a large delegation to the event. “BFSHOW has established itself as one of the main showcases for our hub. It’s the stage where our industries not only present the quality and design of their products to buyers from all over Brazil and the world, but also seal partnerships and deals that energize our entire value chain. For us, the trade show is one of the highlights of the calendar — a fundamental event for market expansion and for strengthening our brands,” says Rodrigo Amaral Martins, president of the Intermunicipal Footwear Industries Union of Nova Serrana (Sindinova).

The organization, which has participated in the trade show since the first edition, will bring 45 companies to São Paulo in November. Sindinova emphasizes that the high number of represented firms demonstrates the Minas Gerais hub’s confidence in the event at a highly strategic moment for the sector. “We anticipate a favorable environment for prospecting new clients and closing deals, boosting sales for the upcoming seasons. We are confident that the November edition will reaffirm Nova Serrana’s position as one of the largest and most dynamic footwear hubs in Latin America,” Martins concludes.

With around 350 brands, the 5th edition of BFSHOW is expected to welcome more than 12,000 domestic and international visitors during the show. Registration is open at www.bfshow.com.br

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)

While preparing the latest releases for upcoming collections, the Brazilian footwear industry remains optimistic about its participation in the 5th edition of BFSHOW, the biggest footwear tradeshow in Latin America. Organized by the Brazilian Footwear Industries Association (Abicalçados) and hosted by NürnbergMesse Brasil, the event will take place from November 10 to 12 at Distrito Anhembi, in São Paulo/SP.

The Executive President of Abicalçados, Haroldo Ferreira, emphasizes that BFSHOW is the ideal moment for the Brazilian footwear industry to present its collections to buyers from Brazil and around the world. “In a time of international instability, the trade show becomes even more important,” he points out.

According to Felipe Marchiori, Head of BFSHOW at NürnbergMesse Brasil, the event — which has already sold 98% of its exhibition space to brands representing every footwear hub and segment — is expected to welcome more than 12,000 visitors from across Brazil, as well as importers from the world’s leading markets. “Our outlook couldn’t be better, given the current momentum in retail and the outstanding quality of our exhibitors,” he emphasizes.

One of the confirmed exhibitors is Lynd, from Nova Serrana/MG. According to its director, Ronaldo Lacerda, the trade show is gaining strong momentum. “It’s not just a place for prospecting, but for closing deals. It’s the ideal opportunity to showcase our complete collections to both domestic and international clients, all in one place,” he comments. He adds that the brand’s confidence in BFSHOW is reflected in the expansion of its booth, which grew from 68 square meters to more than 160 square meters for this fifth edition. “Our expectation for the show is to increase business by more than 300% compared to last November’s edition,” Lacerda concludes.

Taking part in BFSHOW since 2023, Sugar Shoes, from Picada Café/RS, views the trade show as a key opportunity to strengthen connections with both domestic and international markets. At the November 2024 edition, the company’s director, Rodaika Diel, recalls that the booth welcomed important partner visits, with face-to-face meetings that helped solidify ongoing negotiations. “But it was in the domestic market where we saw the greatest impact, with an 83% increase in visitation and twice as many deals compared to the previous edition,” she notes, adding that the company’s projection is to surpass the results achieved in November 2024.

Present at BFSHOW since its very first edition, Levecomfort, from Franca/SP, describes the trade show as “a gateway to new buyers, both domestic and international.” The company’s Marketing Coordinator, Andrew Caettano, points out that the event supports the brand not only in generating business but also in building relationships and gathering feedback on product developments. “In every edition of BFSHOW we’ve closed deals during the show and also prospected new opportunities that materialized afterwards,” he says. Caettano projects that the upcoming November edition will yield results surpassing those recorded at last year’s event.

BFSHOW is expected to host around 350 footwear brands from Brazil’s main production hubs, encompassing companies of all sizes, segments, and market niches.

SERVICE
5th BFSHOW
Date: November 10–12, 2025 – from 9 a.m. to 7 p.m. on the 10th and 11th, and from 9 a.m. to 5 p.m. on the 12th
Location: Distrito Anhembi (Av. Olavo Fontoura, 1209, Santana, São Paulo, Brazil)