Havaianas opens first concept store in Cebu

CEBU, Philippines — Brazilian flip-flop sandals brand, Havaianas opened its first concept store in Cebu capitalizing the province’s strong demand for tropical fashion accessories.

The Cebu concept store, located at AyalaMall Central Bloc is the seventh of-its-kind in the Philippines, said Anne Gonzalez, founder and managing director of Terry S.A., the distribution company of Havaianas in the Philippines.

According to Gonzalez, Cebu is one of the fastest growing markets for branded flip-flops, because of its urban-resort feel, thick young market, and strong casual-chic fashion.

The Havaianas Concept store adds up to the existing flip-flop stores in Cebu operated by AL Amizade Marketing Inc. and other retail channels.

Dubbed as “Havaianas Heaven”, the concept store offers not only updated product lines, but experiential shopping.

For 16 years, the brand has constantly evolved into merging the Philippine and Brazilian fun-in-the-sun experience.

Aside from flip-flops and sandals, the store also displays a buffet of Havaianas accessories such as keychains, pouches, and backpacks.

Since Havaianas’ entry to Cebu in 2003, AL Amizade Marketing Inc. managing director Leanne Florendo - Roa said, the brand evolved into part of Cebuanos’ ensembles—regardless of age and social status.

“People stopped seeing us as a ‘fashion brand,’ But Havaianas transcend from being just a mere fashion product, to a lifestyle necessity, especially with our tropical location, and being a tourism haven,” said Florendo-Roa.

The tropical and relaxed environment in the Philippines, has made Havaianas sustained its hold in the market.

The Cebu market, including other areas in the Visayas has grown over the years. Havaianas has become a household brand for flipflop products of Filipinos.

Havaianas is a Brazilian brand of flip-flop sandals created and patented in 1962. It is currently owned by Brazilian manufacturing company Alpargatas S.A.. Inspired by Japanese zori sandals, Robert Fraser became the first to mass-produce flip-flops out of rubber.