Luis Onofre did not intend to continue the family business, but when he saw the first shoes he created in burgundy and green velvet, he wanted to launch his own brand. She has already worn Laetitia Ortiz, Michelle Obama or Paris Hilton, has an online store and two stores in Lisbon and Porto. He wants to develop in e-commerce and is President of the European Shoe Confederation.

In the winter of 2021, the Porto-based designer, inspired by the military majesty of Napoleon Bonaparte, designed a collection that strives to be timeless. The highlight in it are boots that are versatile: they can be either short, fitted, or with ruffles at the top. All styles combine between a red, pink or purple suede effect, embellished with gold, and a restrained crocodile effect, printed in military green. The durability of the rubber boots is softened by the high heels and the whiteness of the white. Texans return with contrasting embroidery. In these new models, innovation also springs from a new curved heel format, embellished with the brand’s monogram, which stands out on the ankle boots and stiletto heels.

Design with its own style and quality, recognized not only in Portugal but all over the world.
In an interview with Jornal Económico, Luis Onofre explains that his brand is produced in the national territory. “It is obvious that we have cooperation with some foreign partners in the supply of materials and raw materials. However, Luis Onofre’s products are certainly 100% produced in Portugal, ”he says.

The brand, adds its creator, “is as export-oriented as it is sold on the national territory.” It is represented in Portugal, Spain, United States of America, France, Switzerland, Luxembourg, United Arab Emirates and Ghana.
At the moment, Luis Onofre’s online sales are very strong. “Over the past two years, the brand’s online sales have grown by about 200%,” says the stylist.
The designer stresses the importance of supporting AICEP. “AICEP is a great export partner for the Luís Onofre brand. This allows us to meet new potential customers, participate in webinars related to e-commerce, export, etc. ”, – he guarantees.

Luis Onofre is guaranteed a presence in the new El Corte Inglés market. The Spanish Chairman has joined the Portuguese Investment and Foreign Trade Agency (AICEP) to launch a market entirely dedicated to Portuguese brands. The idea is to promote companies and ideas with a national DNA through online channels, taking into account the recognized quality of Portuguese products.

Fashion, home and technology are the areas covered by this initiative, which is also intended to act as a lever for the internationalization of the brands involved. Partners will have the opportunity to use the network of online department stores in Portugal and Spain.
The partnership with AICEP this time focuses on the digital channel and the creation of a wider showcase of different brands. To join the market, simply contact AICEP or El Corte Inglés purchasing department in Portugal. Fatima Lopez and Marta Ponti are two other stylists who already have a guaranteed presence.

Falling sector, but not as sharp as forecasts
In 2020, the Portuguese bought 49 million pairs of shoes, down 16 million from a year earlier. The data are taken from the Portuguese Association of Manufacturers of Shoes, Components, Leather Products and Their Substitutes (APICCAPS), which is headed by Luis Onofre. Fashion has been one of the sectors hardest hit by the pandemic. Restricted or home-based consumers did not have an appetite for clothes or shoes. Global consumption is projected to fall by 20%, corresponding to less than five billion pairs of shoes sold worldwide. The reality turned out to be harsh, but not so tragic, as Asia and the least developed countries exceeded expectations.

World Footwear Yearbook (WFY) data show that global production fell 15.8%, corresponding to less than four billion pairs. A number that even so “wipes out all the growth that has accumulated over the past decade,” as shown by a statistical paper developed by the APICCAPS research office.
At the national level, the measurement was more intense. Although national footwear production fell by only 13% to 66 million pairs, 10 million less than in 2019, in terms of consumption, the regression was almost 25%, from 65 million pairs bought in 2019. up to 49 million in 2020. Portugal will drop from 53rd to 58th place in the world ranking of the largest footwear consumers. In 2020, imports of footwear dropped significantly. Instead of 65 million pairs of shoes bought abroad in 2019, Portugal imported only 44 million pairs in 2020. 21 million fewer pairs, corresponding to a total drop of 32.3%. Thus, the country has moved to 53rd place in the WFY world ranking in terms of imports, dropping from 46th place, which was before the pandemic.

On the other hand, Portuguese footwear exports fell 22.4% to less than € 672 million in the first half of 2020 compared to the same period in 2019 due to the pandemic, according to the International Footwear Trade report. The drop in sales of Portuguese footwear abroad, however, was below the 31.1% annual decline (€ 14.3 billion) recorded before June in the sector’s global exports, which, according to his report, “reflects the spread of the Covid-19 Pandemic worldwide “.