Couromoda: 35 years of leadership in Brazil
and Latin America

Along its 35 years, Couromoda followed the creation of all entities from its sector and nowadays is partner and associated to all of them.

“35 years of this history were built up jointly by the Brazilian footwear industry and Couromoda”, highlights Francisco Dos Santos, CEO and founder of the fair, recalling the innovative philosophy that the fair adopted since its launching, in 1973. The fair changed the concept of small events held in shoe manufacturers regions into the big show in the largest consumer center of the country. This Couromoda new concept brought the Brazilian shoe industry attention (until then focused in the manufacturing) to the retailer and consumer view.

The fair was a prime player in the processes of changes and professionalism of the footwear market in Brazil. The entire Couromoda trajectory was imprinted by innovative actions, fostering the approach of the Brazilian industry to the major European fashion designers, bringing buyers missions to Brazil and motivating entrepreneurs to seek their own sales channels abroad, far from the “domination” of agents and middlemen.

Working in a private way, Couromoda was the pioneer to take the Brazilian footwear abroad, having performed, up to 2003, the entire Brazilian shoe promotion program in this field. Subsidizing and dividing costs with the manufacturers, the fair developed the first program to motivate Brazilian shoe companies to participate in fairs in Europe, USA, Asia and several Latin American countries, having organized over 120 Brazilian pavilions and international missions.

This strong international strive and the capacity to add new interests at each new edition of the fair, made of Couromoda the foremost footwear event in Latin America and one of the leading ones worldwide.

It is the only Latin American event that keeps, year after year, promotional booths in all the big footwear fairs (Micam, Las Vegas, GDS, Modacalzado, etc) and to participate as the founder of the WSFO – World Shoe Fairs Organization. Couromoda was also the first Latin American fair to become a member of FDRA – Footwear Distributors and Retailers of America, the most important footwear importers organization in the United States, an essential market for all world exporters.

The 35th edition of Couromoda will take place from January 14th to 17th, spread over the whole Anhembi Exhibition Center, in São Paulo/Brazil. All planning and arrangements aim at showing an even more sales-oriented fair, more globalized and innovative.