APICCAPS takes Portuguese Footwear to New York to Strengthen its Presence in the US
03 Sep 2026
News
S
New promotional drive
APICCAPS is launching a new commercial drive in the United States aimed at increasing Portuguese footwear exports, with an initiative in New York designed to connect Portuguese companies directly with American buyers, distributors and retailers.
The Portuguese Shoes Showcase New York will take place on 1 and 2 December, coinciding with FFANY Market Week. The Portuguese Footwear, Components and Leather Goods Manufacturers’ Association (APICCAPS) is positioning the initiative as a market-entry programme rather than simply a product showcase.
"The United States is far too important a market for the Portuguese footwear industry not to have a much stronger presence there,” said Paulo Gonçalves, Executive Director of APICCAPS.
In 2025, Portugal exported 1.8 million pairs of shoes to the United States, worth €84 million, according to World Footwear data used by the Association.
Paulo Gonçalves believes there is considerable scope to increase these figures. "We have the product, the quality, the design, the industrial capabilities and responsible production. We have every reason to sell more in the United States. The challenge now is to connect our companies with the right buyers and turn that potential into business,” he said.
APICCAPS believes the US market is currently particularly attractive for distinctive brands, pointing to consumers’ high purchasing power and their interest in European brands associated with quality and sustainability as favourable factors for Portuguese companies.
"We don’t simply want to take Portuguese shoes to New York. We want to take companies that are ready to do business in the United States,” Paulo Gonçalves added.
From a Showcase to a Market-Entry Programme
The initiative has been designed around a collective showcase of Portuguese brands, complemented by public relations, communication with the specialised press, B2B meetings, personalised mentoring and business development.
APICCAPS distinguishes this approach from traditional trade fair participation. Rather than waiting for buyers to discover the companies, the programme aims to identify potential clients in advance and create the right conditions for meaningful business contacts.
"The traditional model of arriving at an event, setting up a stand and waiting for buyers to come to you is no longer enough. We need to identify who we want to meet, prepare the companies and create the conditions for those meetings to happen,” explained the Executive Director.
Each company will therefore receive individual support to define its positioning in the United States, identify the most appropriate distribution channels, prepare its sales pitch and select the buyers it wishes to approach. The programme will also include follow-up support after the event.
A specialised company will be responsible for identifying buyers, scheduling meetings, preparing personalised agendas and introducing Portuguese brands to agents, distributors and retailers. At the same time, a US-based public relations agency will be appointed to increase the visibility of the participating companies.
New York as a Gateway
The choice of New York coincides with FFANY Market Week, when buyers from department stores, premium boutiques, retailers and distributors are in the city looking for new collections and suppliers.
"New York is a key gateway to the American market. If we can put Portuguese companies in front of the buyers who actually make the decisions, with a well-prepared proposition and contacts developed in advance, we significantly increase the chances of achieving commercial results,” said Paulo Gonçalves.
He believes the Portuguese footwear industry has an opportunity to position itself in higher value-added segments rather than competing on price.
"Portugal will not succeed in the United States by competing on price, nor should that be our strategy. We have to compete on quality, design, flexibility, sustainability and our ability to manufacture in Europe. That is where the value of Portuguese footwear lies,” he stressed.
The United States imports close to two billion pairs of shoes every year, worth approximately $26.9 billion, making it the world’s largest footwear importer, according to World Footwear data included in APICCAPS’ presentation. Annual consumption stands at around two billion pairs, while domestic production amounts to only approximately 25 million pairs.
"We are talking about a market that imports practically all the footwear it consumes. For an industry like ours, which is deeply export-oriented, we cannot look at these figures without seeing an enormous opportunity,” said Paulo Gonçalves.
"The objective is very clear: we want to sell more Portuguese footwear in the United States. But above all, we want to build long-lasting business relationships that will enable our companies to grow sustainably in the US market,” concluded the Executive Director of APICCAPS.
New promotional drive
APICCAPS is launching a new commercial drive in the United States aimed at increasing Portuguese footwear exports, with an initiative in New York designed to connect Portuguese companies directly with American buyers, distributors and retailers.
The Portuguese Shoes Showcase New York will take place on 1 and 2 December, coinciding with FFANY Market Week. The Portuguese Footwear, Components and Leather Goods Manufacturers’ Association (APICCAPS) is positioning the initiative as a market-entry programme rather than simply a product showcase.
"The United States is far too important a market for the Portuguese footwear industry not to have a much stronger presence there,” said Paulo Gonçalves, Executive Director of APICCAPS.
In 2025, Portugal exported 1.8 million pairs of shoes to the United States, worth €84 million, according to World Footwear data used by the Association.
Paulo Gonçalves believes there is considerable scope to increase these figures. "We have the product, the quality, the design, the industrial capabilities and responsible production. We have every reason to sell more in the United States. The challenge now is to connect our companies with the right buyers and turn that potential into business,” he said.
APICCAPS believes the US market is currently particularly attractive for distinctive brands, pointing to consumers’ high purchasing power and their interest in European brands associated with quality and sustainability as favourable factors for Portuguese companies.
"We don’t simply want to take Portuguese shoes to New York. We want to take companies that are ready to do business in the United States,” Paulo Gonçalves added.
From a Showcase to a Market-Entry Programme
The initiative has been designed around a collective showcase of Portuguese brands, complemented by public relations, communication with the specialised press, B2B meetings, personalised mentoring and business development.
APICCAPS distinguishes this approach from traditional trade fair participation. Rather than waiting for buyers to discover the companies, the programme aims to identify potential clients in advance and create the right conditions for meaningful business contacts.
"The traditional model of arriving at an event, setting up a stand and waiting for buyers to come to you is no longer enough. We need to identify who we want to meet, prepare the companies and create the conditions for those meetings to happen,” explained the Executive Director.
Each company will therefore receive individual support to define its positioning in the United States, identify the most appropriate distribution channels, prepare its sales pitch and select the buyers it wishes to approach. The programme will also include follow-up support after the event.
A specialised company will be responsible for identifying buyers, scheduling meetings, preparing personalised agendas and introducing Portuguese brands to agents, distributors and retailers. At the same time, a US-based public relations agency will be appointed to increase the visibility of the participating companies.
New York as a Gateway
The choice of New York coincides with FFANY Market Week, when buyers from department stores, premium boutiques, retailers and distributors are in the city looking for new collections and suppliers.
"New York is a key gateway to the American market. If we can put Portuguese companies in front of the buyers who actually make the decisions, with a well-prepared proposition and contacts developed in advance, we significantly increase the chances of achieving commercial results,” said Paulo Gonçalves.
He believes the Portuguese footwear industry has an opportunity to position itself in higher value-added segments rather than competing on price.
"Portugal will not succeed in the United States by competing on price, nor should that be our strategy. We have to compete on quality, design, flexibility, sustainability and our ability to manufacture in Europe. That is where the value of Portuguese footwear lies,” he stressed.
The United States imports close to two billion pairs of shoes every year, worth approximately $26.9 billion, making it the world’s largest footwear importer, according to World Footwear data included in APICCAPS’ presentation. Annual consumption stands at around two billion pairs, while domestic production amounts to only approximately 25 million pairs.
"We are talking about a market that imports practically all the footwear it consumes. For an industry like ours, which is deeply export-oriented, we cannot look at these figures without seeing an enormous opportunity,” said Paulo Gonçalves.
"The objective is very clear: we want to sell more Portuguese footwear in the United States. But above all, we want to build long-lasting business relationships that will enable our companies to grow sustainably in the US market,” concluded the Executive Director of APICCAPS.