Fifteen years after the launch of its promotional campaign “The Sexiest Industry in Europe”, the Portuguese footwear sector has strengthened its competitive position and increased output by 19%, contrasting with steep downturns across other major European manufacturing centres.
Between 2010 and 2025, footwear production in Portugal grew from 62 million pairs to 74 million pairs, according to data from the World Footwear Yearbook 2026. Over the same period, Italian output fell 42% from 203 million to 118 million pairs, while Spanish manufacturing declined 37% from 95 million to 60 million pairs. The figures consolidate Portugal’s position as the second-largest footwear producer in the European Union.
The strategic shift dates back to 2011, when industry association APICCAPS launched its campaign to reposition Portuguese manufacturing towards premium, higher-value market segments.
“At a time when Portuguese origin did not yet enjoy the prestige associated with other producing countries, the industry decided to stop communicating only what it knew how to do and start asserting what it aimed to be,” said Paulo Gonçalves, Executive Director of APICCAPS.
Over the 15-year period, Portugal’s average footwear export price increased by more than 34%, ranking the country second globally behind Italy. In non-EU markets, the average export price rose by 81%.
In 2025, Portuguese manufacturers produced approximately 74 million pairs and exported 69 million pairs valued at €1,709 million. For the footwear and leather goods cluster as a whole, exports reached €2,230 million, with around 90% of production directed to international markets.
To support this shift, the industry has invested more than €100 million in sustainability, robotics, automation and new technologies over the last three years alone.
“Fifteen years ago, Portuguese footwear had the courage to want to be desired. Today, the challenge is to continue to deserve that desire,” Gonçalves concluded.
Source: APICCAPS, 20 October 2026
