Alpargatas, the global footwear company that owns Havaianas and 49.2% of the American brand Rothy’s, announced this week its new growth strategy, vision and culture. According to the company, the approach is guided by pillars “that will allow us to achieve sustainable development goals” globally.
The company carried out an analysis of its strengths and sought to reinforce its positioning as a company that promotes positive experiences for the future. Thus, it established a vision that reflects its international presence, brands and products, and also its culture, combined with a strategy of focus, competitiveness and sustainable growth.
“Inspiring the world with a lighter footprint” is the new vision presented by the company. The phrase refers to the intention to be globally relevant and inspire consumers and the core of the company’s business, which is footwear, in addition to referring to the collaborative and light-hearted work culture. The pillars of focus and competitiveness and sustainable growth guide the strategy.
Focus and competitiveness and Sustainable growth
The emphasis of the new paths is on the strength of the Havaianas brand and its iconic products. The growth model in Brazil seeks to strengthen leadership in food channels and in the women’s category. Also in Brazil, Alpargatas seeks to promote the Havaianas brand in more channels, such as specialized channels, and in categories where there are opportunities, such as men’s and children’s.
On the international scene, 15 markets were prioritized to ensure operational consistency across channels and geographies, aiming to strengthen the brand’s consolidation globally, according to the maturity of each market. The main targets are: Italy, the United Kingdom, France, Spain, the Philippines, Indonesia, Thailand, Taiwan, Australia, Colombia, Argentina, South Africa, Angola and Israel. In addition, Alpargatas seeks to accelerate Rothy’s in the United States.
Simplification permeates the portfolio, structures and processes, and will help capture operational efficiencies and the correct allocation of resources. Innovation, on the other hand, is based on the emerging needs of customers and consumers, such as the disciplined allocation of resources to ensure adequate returns. New flip-flop formats and new materials, as well as collaborations with other brands, continue to be fundamental for Havaianas to remain connected to trends and relevant in the markets.
New Culture
Alpargatas is also undergoing an evolution in its culture to align with the company’s current moment. There are more than 10,000 people around the world who walk together and are committed to delighting consumers.
This process is guided by three principles and nine expected behaviors. The three fundamental pillars — “Inspired by consumers,” “We walk together,” and “We make it happen” — seek to align operations and organizational culture with the challenges and opportunities at hand.
Consumers are at the center of decision-making, and the culture reinforces anticipation of trends and innovation to create the best experience for consumers. The culture also emphasizes attributes such as transparency, excellence and efficiency so that results are sustainable. And it highlights Alpargatas’ way of working: inclusive, collaborative and co-creative, with talent attraction and development.
