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Havaianas to open first standalone store in Australia

A giant Havaianas thong was part of Sydney’s ‘Sculpture by the Sea’ exhibition in 2016.

Famous for its rubber thongs, Havaianas is set to open its first standalone bricks-and-mortar store in Australia in Sydney later this month.

Until recently, the Brazilian brand was available exclusively through local wholesale partners, such as Ozmosis, City Beach, Board Riders and General Pants, as well as seasonal pop-ups and kiosks.

But Havaianas joins a growing list of businesses, such as JAG and Dyson, that are ramping up the direct-to-consumer side of the business. Two more local stores are already in the works.

From Brazil to Bondi

Havaianas will open its first store in the country at Bondi, Campbell Parade, a fitting location for the popular thongs brand.

“Havaianas, a fun and summer loving brand that caters to the beach lifestyle for many, makes a perfect fit for Bondi, one of the most popular beaches in the country,” said Summy Chung, regional commercial manager at Alpargatas Asia, who looks after the Pacific region. Alpargatas is the parent company of Havaianas.

The new store will feature Havaianas’ new collection, accessories and future brand collaborations to cater to the Aussie beach lifestyle.

To celebrate the opening of its first Australian store, Havaianas is launching two Australian exclusive styles with limited-edition prints of the iconic Bondi Beach and Sydney Harbour. The styles are part of the brand’s ‘Local Soul’ campaign, which celebrates the key iconic destinations in the world.

Australia and New Zealand is a mature market for Havaianas, with approximately $60 million in sales, and the brand continues to open seasonal pop-ups in key urban areas, new malls, iconic beaches and holiday destinations across the region.

Havaianas recently opened a pop-up store in the newly opened Westfield Newmarket mall in Auckland, New Zealand. It also opened its first store in New Zealand in Britomart last year.

Havaianas has over 800 points of distribution mainly with wholesale retailers and online marketplaces, as well as its own online store in Australia.

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