Luxury & Fashion

Jan 1, 2015

Portuguese do it better

Despite the doom and gloom, there is one Portuguese industry that's making great strides: Shoemaking, one of the most traditional and oldest industries in the country, mapping out a new future by exporting its way out of the crisis.

Shoes made in Portugal are the third most expensive type of footwear in the world, due mainly for their authenticity and genuine material, costing an average of 64.90 euros per pair, with Portugal being the 11th largest exporter in the world of shoes, led by China, according to the World Footwear Yearbook's first ever report.

The Portuguese footwear industry, which is described as the sexiest of Europe, is now investing in its image: more aggressive in tone but without forgetting the symbols of Portugal. Portuguese footwear is literally fashionable and deserves attention from famous personalities all around the world.

Portuguese leather goods are sold practically all over the world already. The sector is going through a positive phase as Ana Maria Vasconcelos, CCO of Belcinto, admitted "We are witnessing several interesting market trends. Major brands that used to produce in countries like China or India, are now producing in Portugal". The primary reason being that theses countries' realities are changing very rapidly and very significantly. That is the case of Tunisia. All major brands that used to produce in Northern Africa are now developing their collections in Portugal. The other reason is business is getting more complicated and China can no longer produce in small quantities and the brands choose to take less risk and conduct their business with greater certainty. In order to become an international reference, Portugal has to invest further on the image and the promotion of their leather goods companies. 

The numbers speak for themselves: Portugal footwear exported 71 million pairs of shoes to over 130 countries in 2012. For the first time, the sector broke the 1.6 billion-euro barrier. Figures from the Portuguese Industrial Shoe, Components, Leather Goods and Derivates Association (APICCAPS), show that for the first time in history the global shoe manufacturing industry has exceeded 20 billion pairs.

As little was written about Portuguese footwear in Portugal, the campaign "The Sexiest Industry in Europe" has had a major impact, as demonstrated by the various mentions in international fashion magazines, particularly in blogs. The strategy was to hire producers, models, photographers, a whole team of professionals who were able to deliver fashion editorials solely with Portuguese designers, and put them in a variety of specialized publications. Production of luxury shoes is growing in Portugal, and names like Nicolas Sarkozy, Hugh Jackman and Michael Bublé cannot do without Portuguese footwear.

First, we saw the lead actors from Star Wars comfortably wearing Swear. Luís Onofre would have the honour of designing shoes for the Princess of the Asturias (Spain), and Helsar for 'superstar' Anastasia. Lately, it is Michelle Obama's turn, the most important woman in the world, to confess being seduced by Portuguese footwear.

From Portugal to the world

Created in 1979, Helsar is specialized on high quality women's shoes manufacturing. Thanks to great experience, know-how and dexterity, Helsar has achieved a remarkable position in its sector, standing at the top of the high quality shoe market and among the best performers in women shoes' manufacturers, at a national level.

Each model is thoroughly developed, inspired on latest fashion trends and design, and created with first quality materials. Helsar presents a distinct collection every season, offering a wide range of shoes for contemporary and sophisticated women. Int the early years Helsar was directed to the national market, but in accordance to the current strategy, the company has developed an international approach and the collections are being exported to several countries.

This shoe brand from São João da Madeira, has already managed to make an impact around the globe after being chosen by Kate Middleton's mother and sister, who wore Helsar creations to the royal wedding. Their focus is adequately on what they call a line of "princess shoes" for the Spring/Summer collection, with strong and cheerful colours.

Helsar is an  example  of  success  and  quality  made in Portugal. Created 32 years ago, this upmarket women's footwear brand showcases the best of the sector's Portuguese industry. Helsar's founder José Augusto Correia came early into contact with the footwear industry. In 1963, after leaving secondary school, still under Antonio Salazar's rule, he joined a women's footwear factory in S. João da Madeira. At this factory, he worked in the accounting department and later in the sales department until late 1978. Having a 15-year experience in the footwear sector, José Augusto Correia decided to launch his own company, along with a partner. Together they decided to honor their first children – Sara and Hélder – by combining both names.

On January 18th, 1979 Helser was born, originally as a children's shoe factory. The following year the brand began manufacturing exclusively high quality, comfortable, sophisticated, and original women's footwear, notably investing in creativity, design and a wide range of materials and colors. The family-owned business has been evolving ever since. Helser currently has a leading position in this sector resulting from the know-how and high capacity for innovation that characterize the company.

More Articles

FeaturedArticles

  • lilium-jet-flying

    Mechanics & Locomotion

    Jun 1, 2017

    THE FUTURE'S LAUNCH

    Meet the Jetsons. They're back from the 1960's into the recent future. Suddenly, the imaginary world of William Hannah and Joseph Barbera became rather realistic. Does it seem too fantastic? That's probably because, it really is!

    ...

  • Borrego14

    Business & Industry

    Apr 1, 2017

    LAMB FROM NEW ZEALAND - 135 YEARS EXPORTING LAMB

    Lamb is not only the meat of choice for most new-Zealanders when they have guests or go out for dinner. According to the annual poll carried by Beef + Lamb New Zealand, it's also their main export. 

  • Camarao02

    Business & Industry

    Aug 1, 2017

    MATCH THE MEAT

    The world already has an acquaintance as far as Argentinian beef goes. It's one's of the main products exported by the South-American nation and its quality stands out while served on the popular Argentinian and Brazilian barbecue...


  • quinoa

    Helthcare & Wellness

    Apr 1, 2017

    QUINOA - INCA'S GOLD

    The Inca Empire was the largest and longest in South America pre-Hispanic era, spreading along the Pacific Ocean coast since southwestern Colombia, Ecuador, Peru, Bolivia, Chile and Argentina, between the years 1438 up to 1533 A.D....

  • AdobeStock_54112868

    Home & Design

    Mar 1, 2017

    BIOMIMETICS - THE SCIENCE OF IMITATION

    Biomimetics can be illustrated by many examples, not only in state-of-the-art technology, but also in everyday objects. Nowadays Biomimetics is part of design, physics, chemistry, various engineering or medicine. There are even those...

  • product-alt-benefits-3pp

    Food & Beverage

    Aug 1, 2017

    EASY MEAL FOR RUSHING DAYS

    We all know those days when time seems to be too short. When we run out of a business meeting, already late for the next one. And there is no time to have a proper meal between meetings.


  • 1

    Lifestyle & Travel

    Jul 1, 2015

    The Pearl of Siberia

    Lake Baikal, the world's oldest and deepest freshwater lake, curves for nearly 400 miles through south-eastern Siberia, north of the Mongolian border.

    It lies in a cleft where Asia is literally splitting apart, the beginnings of...

  • TerraSkin

    Business & Industry

    Aug 1, 2016

    WRITTEN ON STONE

    Although we are living in a digital era, when touchscreens overcame handbooks, and paper became incredibly polluting and resource wasting, we can't imagine our lives without paper, or at least a printing medium. In this context TerraSkin...

  • Bugatti Veyron

    Lifestyle & Travel

    Dec 1, 2014

    Only eight left for sale

    Combining unique and amazing techniques, the Bugatti Veyron is one of the most exclusive car models around the world, as the production reaches it's final, ten years after it's launch.