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With Exclusive Design And Focus On Personalized Service, Noha Shoes Grows Rapidly And Transforms The Men’s Footwear Market In Brazil
The men’s footwear market in Brazil has changed remarkably in recent years, and a Pernambuco brand has been a protagonist in this transformation. Founded in 2016, Noha Shoes saw an opportunity in a stagnant market, offering Brazilian men a stylish and sophisticated shoe option inspired by Italian design. In just 8 years, the brand reached R$ 41 million in sales and is now planning to conquer the national market with an aggressive expansion, according to Exame.
The Insight That Changed The Men’s Footwear Market
It all began in 2005, when Noha’s partners – João Andrade Lima and his associates – were living in Spain.
“During a trip to Italy, I noticed a style difference between Italian men and Brazilian men. Italian men pay attention to details: shoes, watches, fit of clothing. In Brazil, this was rare”, explains João.
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The idea of creating a high-design men’s shoe was kept for almost ten years until, in 2014, they decided to turn the insight into reality.
From Garage To Stores Across Brazil: How Noha Grew
After a modest start, selling shoes to friends, Noha quickly secured a space in the market. In 2016, they opened their first store in Recife and, within a few months, the success was so great that the brand was invited to expand into shopping centers. With the support of investors and a franchise model, Noha now has 20 stores throughout Brazil, and its revenue of R$ 41 million in 2023 is expected to grow even further, with a target of reaching R$ 200 million by 2030.
Innovation And Service: The Differential Of Noha
The secret to success lies in the exclusive design of the shoes, which combine Italian elegance with comfort. Additionally, the service in the stores is one of the main differentiators, featuring services such as free shoe-shine and style consulting. The brand has also diversified its portfolio, offering glasses, wallets, and accessories. And the average ticket? While large footwear chains hover around R$ 300, Noha reaches R$ 640.
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