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With an exclusive design and a focus on personalized service, Noha Shoes is growing rapidly and transforming the men's footwear market in Brazil
The men's footwear market in Brazil has changed surprisingly in recent years, and a brand from Pernambuco has been the protagonist of this transformation. Created in 2016, Noha Shoes saw an opportunity in a market that was stagnant, offering Brazilian men a choice of shoes with style and sophistication – inspired by Italian design. In just 8 years, the brand reached R$ 41 million in sales and now plans to conquer the national market with an aggressive expansion, according to the website Exame.
The insight that changed the men's footwear market
It all started in 2005, when Noha's partners – João Andrade Lima and his partners – were living in Spain.
“During a trip to Italy, I noticed a difference in style between Italian and Brazilian men. Italian men pay attention to details: shoes, watches, the way their clothes fit. In Brazil, this was rare.”, explains John.
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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 transform the insight into reality.
From garage to stores across Brazil: How Noha grew
After a modest beginning selling shoes to friends, Noha quickly conquered 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 malls. 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 should grow even more, with the goal of reaching R$200 million by 2030.
Innovation and service: Noha's difference
The secret to success lies in the exclusive design of the shoes, which mix Italian elegance with comfort. In addition, customer service in stores is one of the main differentiators, with services such as free shoe shine and style consultancy. The brand has also diversified its portfolio, offering glasses, wallets and accessories. And what about the average ticket? While the big shoe chainsare around R$300, Noha reaches R$640.
