After being almost two year retailer of Carlos Santos in China, we finally got the opportunity to introduce the shoemaking industry saga, Mr. Carlos Santos.
This name has no need for any introduction or warm up as it is a very strong brand in mid range price point and has gained global popularity.
It is a great honour to talk with Mr. Carlos Santos.
Could you introduce yourself?
I started in this company when I was 14 years old, and I had no other job till today.
I started doing some office/paper work and step by step other tasks were given to me. I got more and more involved with the product itself and retail and once I was perfectly aware of everything of the company, I was almost seen like one of the owners.
So, when the old owner of the company offered me the opportunity to buy some shares, so I did. Again, step by step, I was given the opportunity to buy more and one day me and my old boss, then partner were even (same shares) on the company. Since my partner was much older then me, arrived the day that he decided to retire and I bought his part, becoming the only owner of the company.
Nowadays my kids have also some shares of the company with me.
How many family member are working in the company?
At the moment, my son Armando Santos and my daughter Ana Santos.
When did Carlos Santos really get the momentum as a retailer brand? I know you have been producing private labels for many years.
The company started to export production around 35 years ago for other brands. Not many years after that, we also started to sell under brand name MACK JAMES.
This was the brand name of the company that was replaced by the brand name Carlos Santos, 4 years ago. The transition of the name was due to the fact that every client knew Carlos in person and knew that I am the man behind all developments and scenes.
One day, we had a brainstorming meeting with all agents and they suggested to give the name Carlos Santos to our products instead of Mack James.
Clients loved the real story of the company, the brand and the person. A real story teller we might say.
Speaking to your market positioning, where do you put Carlos Santos? Who do you think are at the same level?
We always fight to be placed in a high level segment. It was always our goal to produce as good as other known and good brands.
Carlos Santos was initially accepted with City-flavor patinas, except this, what is Carlos Santos selling point?
We’re a very flexible brand.
We develop many styles according clients needs in order to help them to achieve better results.
We also care for international markets, meaning that we are aware that fashion is influenced by the culture.
Mostly, our European design is very much appreciated.
Recently Carlos Santos update lines, like green label, Goodyear, Handcrafted? Could you give more introduction of different lines and targeted customers?
We have these lines because we can produce equally good Blake, Goodyear, Handgrade or Handcrafted shoes.
Once again, according each market, we sell more or less one of these lines. Also, according to the shop.
What is your plan to expand Carlos Santos globally?
Increase our commercial team and Invest more on online tunnel.
As a Portuguese brand, how is Portuguese flavor reflected on your shoes?
Portuguese tend to be hard-workers, passionate and resilient.
These are some of our ingredients.
Recent years, so many new brands pop out everywhere in the world, especially from emerging countries in Asia, do you think competition is more severe? How do Carlos Santos take this?
Competition is more sever because of online investments. Some new brands don’t even have the quality to match the price they ask for, but they have investors behind so they can pop-up worldwide.
Do you have any specific plan for China market?
We’re looking for to find someone that trust and believes the brand and would like to be the agent/distributor.
We believe that there are potential good retailers.
Please say something to Chinese shoe lovers.
It is our goal and deep interest to expand our brand in such an interesting and potential market as it is China.
Thank you for your support.