In 2024, the value of the Brazilian flip-flop brand Havaianas decreased for the second consecutive year, standing below *** million Brazilian reals. That constituted an annual decline of nearly **** percent.
Alpargatas' performance
The holding that controls Havaianas – Alpargatas S.A., headquartered in São Paulo, Brazil – continued, however, to invest in promoting its products. Between 2020 and 2025, Alpargatas S.A.'s marketing and advertising expenses increased by nearly ** percent, exceeding *** million reals in the latter year.
How Havaianas ranks among other Brazilian companies
Despite the declining brand value, Havaianas still ranked sixth among Brazil's most valuable retail brands in 2024, surpassing direct footwear competitors like Arezzo. Havaianas enjoys global popularity, with commercials promoting it as an essential beachwear accessory.
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Grupo Meio & Mensagem. (June 11, 2025). Brand value of Havaianas from 2015 to 2024 (in million Brazilian reals) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 20, 2026, from /statistics/1064768/havaianas-brand-value/
Grupo Meio & Mensagem. "Brand value of Havaianas from 2015 to 2024 (in million Brazilian reals)." Chart. June 11, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 20, 2026. /statistics/1064768/havaianas-brand-value/
Grupo Meio & Mensagem. (2025). Brand value of Havaianas from 2015 to 2024 (in million Brazilian reals). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 20, 2026. /statistics/1064768/havaianas-brand-value/
Grupo Meio & Mensagem. "Brand Value of Havaianas from 2015 to 2024 (in Million Brazilian Reals)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 Jun 2025, /statistics/1064768/havaianas-brand-value/
Grupo Meio & Mensagem, Brand value of Havaianas from 2015 to 2024 (in million Brazilian reals) ÌÇÐÄÆƽâ°æ, /statistics/1064768/havaianas-brand-value/ (last visited July 20, 2026)
Brand value of Havaianas from 2015 to 2024 (in million Brazilian reals) [Graph], Grupo Meio & Mensagem, June 11, 2025. [Online]. Available: /statistics/1064768/havaianas-brand-value/
