Alpargatas S.A. (ALPA4.SA) Earnings Call Transcript & Summary
November 7, 2025
Earnings Call Speaker Segments
Operator
operatorGood morning, everyone, and thank you for waiting. Welcome to the video conference to present Alpargatas' Third Quarter 2025 Results. [Operator Instructions] Please note that this video conference is being recorded, and it will be made available on the company's Investor Relations website, ri.alpargatas.com.br, where the full earnings release materials can also be found. The presentation can be downloaded and is available in the chat icon, including an English version. During the company's presentation, all participants will have their microphones disabled. After the presentation, we will be begin the Q&A session. [Operator Instructions] We emphasize that information contained in this presentation as well as any statements that may be made during the video conference regarding business outlook, projections, and operational and financial goals of Alpargatas are based on the beliefs and assumptions of the company's management as well as on currently available information. Forward-looking statements are not guarantees of performance. They involve risks, uncertainties, and assumptions as they refer to future events and therefore depend on circumstances that may or may not occur. Investors should be aware that general economic conditions, market conditions, and other operational factors may affect Alpargatas' future performance and lead to results that differ materially from those expressed in such forward-looking statements. Today, we are joined by the company's executives, Mr. Liel Miranda, our CEO; Mr. Andre Natal, CFO and Investor Relations Officer; and Ms. Melina Rodrigues, Investor Relations Director. I now hand the floor over to Mr. Liel.
Liel Miranda
executiveGood morning. Thank you all for being here with us today. As usual, we are going to start by giving an overview of Alpargatas' businesses in the third quarter. And I think it's important to start by talking about the growth of Brazil and international. In the international market, we saw a third quarter where all -- in all of our geographies, we reached growth in sell-out, which means the results of all efforts, communication, marketing, and distribution that have been deployed over the past years. Europe grew 2%, U.S.A. grew above 30% in sell-out. And in the IDM, in these international distribution markets, which suffered in the first half of the year due to variables in markets where we have specific problems to handle, reached in the third quarter 5.3% of growth. Reverting the trend, we saw the negative trend in the first half of the year. In Brazil, we saw the growth trend that we already saw in the first half of the year, both in sell-out in the -- which means the final sale to end consumers as well as market share gains, especially in the modern channel, where we measure using Nielsen. And finally, in the specialized channel, which is a big opportunity for Alpargatas to grow, in all recent quarters, we have been growing there. And this quarter was not different. We grew 3.5% in the specialized channel. As for marketing, we had a summer in the international market where we deployed a lot of efforts, and these efforts have resulted in good achievements, both for the brand recognition and also operational results. We have just been recognized as the most desired fashion brand in a very well-respected Lyst and Havaianas was crowned as the most desired fashion item in the world. In Brazil, we start summer, as we know, with a communication campaign. And this year, this communication campaign is being reinforced. In the past years, we used it to have a more restricted geography for this communication. And this year, we are having better efficiency and are widening these marketing investments in Brazil. It's going to be a national campaign to be deployed in all media outlets, which has actually debuted a few weeks ago. And last, we also know the large opportunity Alpargatas has in the portfolios of Kids and Men's products in which our market share is a little bit smaller than our market share for the Women's products. So they are all growing and more accelerated than the overall growth of the company. In this case, this segment grew 13% in the third quarter. So as for the growth, we see good results across all geographies, all segments, and this is the result of a lot of hard work in all the previous quarters. When we -- it comes to simplification of our operations, we continue with our agenda, policies, and strategy of our efficiency, and we keep reducing our fixed expenses. When we compare to the basis of 2022, we are still growing. We confirm a total reduction of 17% of fixed expenses reduction compared to 2022, impacting all of our margins. And the last movement we made as part of this agenda was the migration of the shared services center, which used to be outsourced. And this was brought in-house, allowing us to keep moving in this journey of simplification and efficiency improvement because other areas in the company will be able to be simplified, automatized, generating cost reduction and synergies. As for the enablers that we need for our future growth, one variable that we spoke a lot about in the previous quarters was the service levels to our clients, and we see the on-time in full service levels, which is the capacity to deliver on the date promised and in the amount promised. And the fill rate, which is the total amount of deliveries also is still growing. So our capacity to resolve a historical problem of logistics and distribution to our clients is being addressed at the moment. As for the inventory management, which was also a problem we saw in the past, we have been having the discipline of working, always focusing on sell-out. All the distribution we make and deliveries to our internal clients and distributors is based on the reading of what they are selling to end users or to resellers. Therefore, we avoid an accumulation of inventory in the chain. This is being carried out with discipline in all geographies, and we see that in this quarter. And last, as for capital allocation, we have a proposal for reducing our capital structure, which was announced last quarter and which should be implemented by the end of the fourth quarter of this year. And as for the investments, they are still being allocated with efficiency and our ROIC increased 7 percentile points year-over-year. These are all signs of this management and discipline. And last, as you saw the announcement we made yesterday, Alpargatas' Board made the call of not exercising the purchase of Rothy's, which means we are still significant investors of Rothy's. So we'll keep working with the other shareholders and the management team in the U.S. as we have done in the past, seeking more growth and more development for this company, but maintaining our current capital participation at Rothy's stake. Now I give the floor to Andre, who will take you through the numbers of all of those results.
Andre Natal
executiveGood morning, everyone. It's a pleasure to be here with you to share a little bit of the numbers, specifically for the third quarter. I think this is a quarter which is important because it consolidates a series of advancements we were seeing in several fronts along the journey and which we deemed as priority. So the results we are reaching right now are a first evidence that some of the pathways we have chosen are actually yielding the good results for the company. When we look at the global map of growth, we had important growth volume in all regions, across all regions in the world. As we always said, the third wave of adjustments that we prioritized was about the international markets. And this is an important quarter from this perspective because it shows significant volume growth in all international volumes, 15% in U.S., 8% in Europe, considering that they are already at the end of the peak season and 5% in the international distribution markets, which encompass Latin America, Africa, and Asia. So it's a meaningful result, followed by a meaningful growth in revenue. In Brazil, we had a small retraction in volume compared to 1 year ago, but this is expected. We were already warning in the first and second quarters of the year that we had carried out a strategy of anticipation of sell-out to our distribution. So there was certain expectation that we are going to retract a little bit our sell-out. As Liel said, we respect a fine management based on sell-out. So this retraction, decrease in volume is in place for accommodating sell-in and sell-out, which is not -- never the same, but we're always going to be trying to balance them out. So this adjustment is much more a symptom of this choice of being disciplined between sell-in and sell-out and having our sell-ins always focusing on this final sale to consumers, the sell-out. Now moving on to the cash generation. We generated BRL 205 million. This is an important mark because we have reached 10 consecutive quarters of generating positive cash. Over this period, we accumulated over BRL 1.3 billion, which is an important milestone and made this graph on the right-hand side possible, this leverage of the company. We reached this very high ground of 2.7x leverage and this prioritization of what is really important and this discipline was what actually allowed us to reverse this trend and bring our leverage into negative levels, as you can see right now. So in other words, right now, we have more cash than we have debt in the company. And this is what resulted in us proposing to the shareholders to reduce our capital structure, which has already approved in an Assembly of BRL 850 million. Moving on, we can see the working capital variation. It's pretty much neutral. We have some important effect of inventory reduction on the one hand. And on the other hand, we have a reduction in raw material prices and commodities that we needed to purchase. And as a result, we have a certain reduction in the -- so the working capital follows be normal. When we look at the CapEx, we -- our investment was pretty much the same as our previous quarter, in the second quarter. And this is within our annual plan, which was approved by our General Assembly at the beginning of the year. Again, the yearly prediction of investment is BRL 220 million, and we follow the implementation of the major marketing campaigns to be within this budget provision. Now moving on to Brazil's results. Brazil saw a sell-out increase of 1%. When we look at the last month's consolidated number, we -- this is closer to -- this is the metrics that we should pursue in the long-term. And this is what we use as a basis for our discussions month after month and decide on the pathways from now on of how we manage our inventory levels, so we can make the movements which are coherent with our sales position without generating a surplus of inventory in the market. In this moment right now, there is an accumulation of inventory of 3.5 million pairs, and this is normal because in Brazil, in the third quarter is when the retail is stocking up for the summer sales in the fourth quarter and the first quarter 2026. So this is absolutely normal to have this some accumulation in inventory. And we have reached this 3.5 million accumulation, even though we had this retraction of 3% in the sell-out, again, to accumulate parts of the sales we had already anticipated in the first quarter, as you must remember. Moving on to our gross profit and gross margin, we have had a strong recovery compared to 1 and 2 years ago. And even when compared to the periods when we had even higher volumes such as in 2021 and 2022. This obviously is generated by several things. But continuously, we have been demonstrating efforts in our manufacturing activities in addition to a management of the products, which is very careful and gradually making our mix of products more premium than before, which led us to generating an expansion in margins. If you compare to the previous quarter, we saw a higher gross profit per pair because of this scale, higher scale. Moving on now to the SG&A expenses. This is a permanent agenda for the company. And of course, this is one of the first items we addressed in our turnaround, but this will not stop. We keep looking for efficiencies and opportunities to be more efficient. So when we look at this bar graph on the left, we can see an important route of reducing in the expenses connected to an increased margin, which leads us to the EBITDA graph on the right side, which led us to having a 30% EBITDA margin in the third quarter, which is an all-time record. So that's an important milestone. And this is the result of several things I mentioned, the price discipline, management based on sell-out, efficiency management and so on. And all of that connected to the manufacturing efficiency led us to this meaningful result. And this is the work of a large and dedicated team that made us reach those numbers. Moving on to the international operations. We mentioned several times that this was something that depends on regaining scale and recovering the scale. If we did that, we would be able to reach desirable returns. So when we look at that, we saw that we had important growth in all regions. Europe closed the peak season with a volume expansion and that was an important symptom that we wanted to see in this operation. And Europe did not only that, but did that with a very good healthy numbers, considering the channels and prices that we have in operation right now in Europe. So this growth that happened in Europe, we understand to be solid and a good foundation for a positive future. In the U.S., while we are still working in the business model transition that is going to kick off next year, at the same time, we are making sure we manage our operations well. So in this quarter, we see an important growth in the volumes sold, also a growth in the revenue, in terms of -- an important numbers of growth in terms of channel and profitability. And for the international distribution markets, we also see a growth in volumes sold after having a first half of the year of reduction in sales. We believe this is also important to consolidate our scale to reduce expenses and have increasing margins in this region. As such, we reached a gross margin of 63%, which is 3 percentage points higher than last year and which is already above the levels we were at in 2022 when we had a bigger sales scale. So these results are based on the recovery of sales, but also in the -- all the efficiency that we have gained over time. As for the expenses for the international markets, we also see a reduction, important reduction in fixed expenses. We went from 89 to 68 on the left-hand side graph. And there is also a smaller reduction in the marketing expenses, but this is absolutely like related to a few reasons. First of all, is the seasonality. We had a second quarter, which was stronger. Here we're only showing you the third quarter. So we cannot see that here on the graph. But basically, our second quarter was stronger. We concentrated our marketing expenses there than we used to. And we removed a little bit of this investment in the third quarter. Another reason is that last year, we had the Olympics, which justified the increase in market expenses we had in Europe. And now we are returning to the normalized levels of investment. These are basically the 2 results when you look at this larger 9-month time series. And there is also a decrease of marketing expenses in the U.S., but it goes back to the historical levels of marketing expenses because in 2024, we had increased that. So we are back to what we understand being a normalized historical level of marketing expenses in the U.S. even though there is apparent retraction, when you look at a longer time span, marketing remain -- marketing expenses remain untouched. So we are not looking for efficiencies by cutting off investments in marketing, just to make sure everyone is on the same page here about that. And last, I would emphasize the EBITDA margin that we -- in the last -- past 2 years, in the third quarter, we had margins which were below 21%, like difficult moments in the operational internationals. And now we are back to minus 3%, in line with our seasonal expectation and in line with what we had in 2021, 2022, which is -- was yielded by this better gross margin, but also by a better disciplined expenses or expenditure management. Last, I'd like to emphasize that Rothy's has reached its 12th consecutive quarter of expansion in its EBITDA. So we have expanded in all of those 12 quarters, some expansion in EBITDA even including this problem with the tariff in the United States. We found other means of reaching efficiency, resulting in important operations. Over the last few quarters, we have been compensating the tariff effects and moving on this trajectory of growing margin and strengthening our EBITDA. This is what we had for you in terms of figures. And now we are going on to the Q&A. Satisfied with the results that consolidated the advancements we saw, but at the same time, with an outlook of doing much more in the future.
Operator
operator[Operator Instructions] Let's start with our first question. It's from Danni, sell-side analyst with XP.
Danniela Eiger
analystCongratulations for your results, especially for these long-term results. I have 2 questions from my side. The first one is to Liel and Natal. I think we were with you during the Investors Day, and you showed several opportunities that you see for the future in the outlook of the company. You even mentioned, right, in your results, this metaphor of climbing higher mountains. Maybe you could give us an idea for the next month. What do you see? What are the main leverages for generating value for the business in 2026? Obviously, the international operations are the focus. But like if you could give us like 3 main leverages or levers that you can use in the short-term to generate value. There are several that we -- I believe there are several in the midterm, but I would like to understand a little bit what is the most important thing so we can monitor for value generation for 2026. And as for the gross margin, there is a -- it was a very strong gross margin. So I'd like to understand how we can see this as being sustainable from now on because whether or not you like the channel that you have been struggling the most, which is the grocery channel in Brazil, and which has probably the worst return on the mix of products because you have the most basic products being sold there, not the premium one. So maybe if you could make us understand what you see for the future or what was actually part of the -- this strong gross margin that you have had -- you had in this quarter -- past quarter.
Liel Miranda
executiveThank you, Danni, for your question. I will answer first and then Andre can complement about the margin. What we believe in terms of opportunities for generation of value is what we presented to you during the Alpa Day. A reminder that we don't give any kind of guidance and expectation or any kind of forward-looking statements. The desires we have, which are not new, but are materializing right now are, first of all, the specialized channels in Brazil. This represents about half of the market, and we have a significantly small market share there compared to the grocery channel. We grew in this quarter 3.5% in the specialized channels, which is accelerated compared to the overall growth we had. And this is because of the focus we are having on growing in this channel. We have been trying to improve our On-Time In-Full, right? We are reaching 80%, way, way better than it used to be in the past. We have launched the lines of Men's products and Kids products, which is much more directed to this specialized channel, which has been helping the growth and also the commercial focus of working with them and developing our operations there. So in Brazil, our specialized channel represents this mountain to be climbed here in Brazil in the next years and quarters. And speaking of the second opportunity starting next year is the business model change in the U.S. As we mentioned before, we didn't have a distribution scale since we had a small operation there. And because of that, we couldn't grow. And all of that combined with the strong own operation costs that we had in there because we had since the management of storage of the products as well as all the way through the sales to the end user. Next year, we are going to change this business model. As you know, we are going to -- we have made a partnership with a distributor that has decades of experience in the U.S., Eastman Group, and we believe our capacity for distribution is going to be way, way bigger than we have ever had there. And this should boost our market share and returns. On the other side, since we are going to have a distributor participation, we are going to be focusing on what's the most important part, which is developing products and marketing in campaigns and all of the operational costs are going to be borne by our commercial partners. I would say that the U.S.A. is the second largest opportunity for value creation for the business. And the third, which applies to all geographies, and it's a journey we are already in. We are much more disciplined in our pricing management in terms of generating value through sales. So our choice of channels, our policy of -- for discounts and our strategy -- portfolio strategy has been generating more value with the same number of pairs sold. With the same number, we have been reaching higher margins, and this should continue to be an important lever to generate value because since we eliminated the previous issue we had of excess of inventory, we can -- we don't have to yield so many discounts in our sale. As we improve our commercial execution, sales execution, we are less dependent on channels where we have a smaller margin. And as our portfolio evolves, we can sell products which are perceived by consumers as having bigger value. So this improves the mixing -- the mix of products results. So Brazil, specialized channel, U.S.A. change in operations model and better management of pricing are the 3 avenues for growth.
Andre Natal
executiveThank you, Danni, Andre here. About the margin, I think it's an important point, and I'm going to use this to talk a little bit connected to what Liel mentioned of price management. We have had a very disciplined pricing management. But if you look at compared to what we had a year ago, we had an average price in Brazil, which is about 10% higher than the third quarter in 2024. And this is not an effect of price increase, in fact. This was a problem we had in the problem of excessive price increase, and we don't have this problem anymore. Instead, we have a better mixing of products, which leads to better results and higher margin rate. So when you look at this evolution of the gross margin, if you compare the figures of the third quarter compared to a few years ago, we see that the top line per pair has expanded, but with basically flat COGS expenditure. And if you look at the cost of goods sold, the COGS, and you analyze that throughout all the variables that we face, there is the raw material, which has been flat with the exchange rate pretty much flat and with a smaller volume. And our COGS moved actually sideways, like the variation of our cost of goods sold was of sense. And there is something interesting to look at in there. At the same time, we have a better mix of more premium products that yielded us to get better results. The gains in efficiency we had in our manufacturing system were enough to offset these better products -- mix of products. So you have this virtual cycle of the mix in the revenue that doesn't result in increased prices in manufacturing because at the same time, we gained a lot of efficiency in our operations. So you don't provide guidance. So I don't know how much this is going to be sustainable or if you were going to keep this gross margin. But either way, what I can tell you is that these efficiency gains that we have mentioned, and which are the foundation for these numbers, these are things that are here to stay. None of that are random for this quarter that would show these results and justify those results. On the other hand, you need to remember always that we are always buying commodities that are exposed to the exchange rate variation. So I cannot know how this is going to be in the future, what price levels will be in the future. But yes, if we think from the perspective of what we have done, we have made an important movement in the company. And from this perspective, I can say this is here to stay, but the margin levels from now on will be based on all the other effects, as I mentioned before, commodities prices variation and all the variation in the exchange rate.
Operator
operatorThe next question is by Vinicius Strano, sell-side analyst with UBS.
Vinicius Strano
analystFirst of all, I'd like to explain a little bit to the gross margin in Brazil. It was a very strong evolution. I would like to explore a little bit the operational leverage because we still have volumes which are much below the peaks we saw in the past, and yet you have a very expressive margin. So maybe you can talk a little bit how about your gains in operational levels can huge -- can help you in the margins in the future? And as for the U.S., I'd like to hear from you how you see the level of -- the negative contribution of the American market right now and how you're working this hands over to the Eastman Group partnership? And what is the minimum scale you imagine for the U.S. in order to make it profitable next year? And yet about the United States operation, I'd like to see how you see the brand image and the perception you have about your competition or the competitive landscape in the U.S.? So I would like to understand, in summary, a little bit the potential you see for the U.S. market.
Liel Miranda
executiveThank you, Vinicius, for your question. I will start with your second question, speaking about the American market. Obviously, you remember, we always disclaim here that we don't give guidance. So I can tell you where we are and what the strategy is. But the situation in the -- for the U.S. market is 2025 is a clean or clear year. It's a year where Alpargatas is operating in the U.S. as it used to operate previously. All the positive results which are coming right now are already the fruit of our efforts to improve our sales and commercial execution in the very format we are operating right now, and this has yielded positive results. The volume, the 30% volume increase shows that. Secondly, it's a market where people are -- the promotions are -- the special prices are very important. And we have focused on the channels which are -- offer more profitability rather than in discount channels. This is a policy we have for all the geographies. We want to rely more on full price channels than discount price channels. The combination of all of that with the operational efficiency that we have been pursuing in all of our functions, in all our roles, in all our areas of efficiently managing our costs has resulted in a very strong losses we used to have in the American operation. The results actually impacted the results for all the international operations. The last third quarters in the previous years were very negative. This year was still negative, but was already much normalized compared to the 2021-2022 operational year. So we actually have resolved the big loss we had in the U.S., bringing this to historic normalized levels. So this is what we managed to achieve in 2025. The hands-over is completely planned and is being executed. We already have a sales and commercial and distribution contract with our Eastman -- with our partner, Eastman Group, it will be kicked off in January. And from January on, we expect that our distributor, Eastman Group will take the Havaianas brand to more doors. So we, as a result, are going to have expansion in volume. I cannot tell you exactly what it is, but we expect that after so many years selling flat sales in the U.S., we believe that we have potential. I think it's kind of obvious, right, the potential of the American market is much bigger for Havaianas. So we expect to increase this substantially. As we said before, the U.S. is a very fragmented and competitive market. Even though we have a very low volume, we are the second top-of-mind brand in the U.S. by consumers. So this demonstrates the potential we have. We are a well-known brand with a positive image with consumers, which relies on many years of building -- brand building in the U.S. However, limited by our lack of capacity, so as you say, to distribute well, which we expect to fix now with this new partnership. So I cannot give you any numbers for 2026 or any kind of a guidance of expectation. But what I can tell is that the results for 2025 are normalized back to years such as '21, and '22, where we saw a growth in volume, and we expect that in 2026, we are going to accelerate in that direction. Natal, can you complement with anything I have said?
Andre Natal
executiveHello, Vinicius, thanks for your question. This operational leveraging, it's important. And there is an analysis I'd like to mention that we presented during our Investors Day. We have already tried to analyze our gross margin, looking at all the scale loss we had, considering the peak of volume in 2022 and all the way up to now. You certainly have seen this analysis, but you can go and look again. With that number of volume that we had back then, we were already reaching record margins, if adjusted -- if the scale was adjusted to our current scale. Considering that if the scale could go back to that levels, again, these are not building blocks that we can put on top of each other, right? Things change, commodities change. There is -- as I answered in Danni's question previously, but there are many things that could change. There are many variables. But if all of that remains constant, we still have scale gains in manufacturing if we manage to go back to manufacture the same volume we were manufacturing in 2021. But we have to mention something important that in addition to the operational leverage, there is also an important EBITDA impact there because of our efficiency gains. When we look at our EBITDA margin per pair that we had in Brazil in 2021, in the third quarter, 4 years ago, it was at BRL 2.95 about that. And now our margin is BRL 5. It's almost 73% growth in this EBITDA margin, very minimal, very relevant. So when we look at this margin EBITDA per pair, when we break it down, over 100% of this is because of efficiency gains in our operations. So in fact, we have a negative effect of this scale loss, which is extremely relevant too, which could add another BRL 1.80 on top of that. So we increased our efficiency strongly enough to offset this loss of scale and yet to increase our margins. But as we go back to our manufacturing levels, we should be able to add more to these gains. Again, I cannot give you a number where we can get to because of all the variables that impact. But just to give you an idea of how much this scale loss in the last 4 years have impacted operations and how much we can regain that in the future? How much of this is possible?
Operator
operatorNow the next question is from Joao Soares, Sell-side Analyst of Citibank.
Joao Pedro Soares
analystI'm sorry. I was having a technical problem here. First of all, I would like to congratulate you. I think you got -- made one of fastest and most efficient turnarounds I have ever seen in the market. So congratulations to all management. In Brazil, our operations, you have resolved. You have concluded the turnaround in Brazil. I think it's important what Vinicius brought up about the operational leveraging and about the margins in the international operations. But I think one important point is to understand Europe's moment. There was a good volume sold this quarter. And I think based on that, you can already have an idea of the preordering levels for 2026. I'd like to understand a little bit what do you see for the European market? And I would like to understand what kind of scale would make our operations a little bit more comparable to our Brazilian margins? I want to understand how much of this operational scale can contribute to your margin abroad? And the marketing expenses, how do you understand the phaseout of the marketing expenses? This quarter was a positive surprise. I would like to understand how much of this is sustainable and how much you are looking at this marketing expenses if you are going to hold this -- if this is a sustainable level of marketing investments considering every quarter?
Liel Miranda
executiveThank you, Joao, for your question. I'll start by taking the question on the European market and Natal can complement. I think to the forces in Europe, as you know, it's -- our operation there is restricted to 4 to 5 months in the year. We are extremely seasonality dependent, which limits our growth capacity. So make the game or lose the game happens over this time of the year. Having said that, what happened this year in Europe was a turnaround in the volume decrease. After 3 years of decrease in 2022, 2023, 2024, we saw an increase of about 4% to 5% compared to past year in the volume. So then this is obviously the result of all the numbers that have been -- all the efforts that have made to result to the On-Time In-Full problem, which was a big offender to our negative results in previous years. We have already had like 30% of OTIF in previous years. This year, we already reached 80%, and we can go even further. But again, the On-Time In-Full service level was one important variable. Secondly, we resumed our investments in brand image marketing, and we reduced what we call performance marketing, which is more of a promotional marketing. So this has given a new strength to the brand image. I don't know if you have been following, but Havaianas and the flip-flops category are back to top fashion in Europe in this -- was back to the fashion. And the biggest proof of that is that we were in as the king of -- as the top item in this list of most desired fashion items in Europe. There is a big influence of Europe in there. So 2025 was definitely a turnaround year in Europe. We resolved a big part of our On-Time In-Full KPI problem. We resumed the growth of brand value. And all of this is important to make our clients trustful to place bigger orders in 2026. So we expect in 2026 to have a growth bigger than 2025 since we are now in a positive cycle. Since 2022, '23, and '24, we were seeing a positive -- a negative trend where people like were losing sales and they were reducing the amount of the orders. We expect that since we have made this turnaround, we are going to continue every year in a growing trend in terms of orders and sales. The second point is that we have been putting a lot of effort in what we have been calling to expand summer. So we have launched some products, and in the fall now, we started with colors that dialogue more to this season with communication that addresses more this season of the year. So we are trying to remind consumers in Europe that you should and you can wear Havaianas from spring to fall. And this should expand our sales performance for a larger time line, and this should help us go back to the level -- to the sales level we had and volume levels we had in the past. We're happy about the results in 2025. More than the growth in sales, we are -- we have rebuilt our foundations of the business. And this is important because we can accelerate our gains and growth in 2026.
Andre Natal
executiveHello, Joao, Andre here. First of all, I'd like to thank you for your words. I think we have the same feeling. Of course, we always want to do better, but we have to be able to look back and look at the journey, the turnaround journey we had. And I think it was a winning situation for Alpargatas' management team, and we should be proud of that. As for the marketing question, the first thing to highlight is that all the efficiency gains and all the mindset that we have been holding is to gain efficiency in the discretionary expenditures, so we can make more investment in our brand image development. So any phaseout or any composition or breakdown in the marketing for geographies should not be interpreted as a reduction or as a sacrifice of the value generation of the company. It's quite the opposite. This is where we are -- we always in a disciplined way, we want to keep consistency in the investment in our brand throughout the years. And especially for the international market, I mentioned during the presentation, but I'm going to emphasize it again. In this quarter, specifically, there were some phasing. So we spent a little bit more in marketing in the second quarter than as usual, and we invested a little bit less in marketing in the third quarter than usual. In Brazil, there was the same. When we look at the 9-month window of marketing investments and compared to 1 year to the first 9 months of 2024, the differences are very clear and can be well explained. The only difference in Europe is the expenditure we had because of the Olympic Games. Everybody else removed those effects. Everything else is equivalent, of course, considering the phasing of the distribution of the investments in the different quarters and also considering that in the U.S., we went back to investing at historic levels in the American market. So we believe that this is a normalized level for the U.S. market. These are the effects. But just to make it clear that the EBITDA or the EBITDA evolution in the margin is not so much affected. We made a small math, like a simple math here to show that in this third quarter, in the international operations, if we neutralize this phasing effect over the second and third quarter and use the year-to-date rate in this longer window, in this longer period of time, the evolution we had in EBITDA margin was 20 percentage points. It would have been 18 points or close to that. So that means that, yes, there is a phasing that affected the EBITDA, but the running rate would also have led to a substantial EBITDA expansion, which is connected to what we mentioned, like reduction in expenditures. So there is just this 2% in the phasing in this distribution breakdown of marketing in different quarters. In Brazil, we invested a little bit less in marketing, but the EBITDA margin would have been exactly the same or very, very close. We made this math and this variation would have been of like 1%. But there is no intention at all, and Liel highlighted this in his comments, that we are going to have an end of year campaign where we are going to recompose the marketing expenditure levels, which are historical. So we shouldn't expect any kind of sacrificing marketing in any of the geographies for the fourth quarter of this year, okay? Just to make it clear.
Joao Pedro Soares
analystSorry, just one more thing. When we look -- considering the scale we have now, what is the margin levels that you expect for the operation, considering the scale you see -- manufacturing scale you see for next year? Just to give an idea because the scale -- manufacturing scale is extremely relevant, and I'm still struggling to understand the sustainable profitability.
Unknown Executive
executiveJoao, I would like to love you -- I'd love to give you this figure. We are building this budget and planning for -- we had a very detailed discussion this week. It's under plan, and we should have the final version in the beginning of December to the Board, and this visibility is going to be there. But again, as we cannot -- and we do not give guidances, we can only speak of that qualitatively. So as -- what I can tell you is in the U.S., we see an expectation -- we have an expectation for the business model. So the numbers we had as a basis for the U.S. will not be valid anymore. So we are going to reduce our expenditures tremendously in the U.S. And on the other hand, we are always going to -- we are also going to have a little bit of the distributors' margin, but we should have a positive contribution to the EBITDA margins in the international operations due to that. We believe it's going to be a healthy effect. It is going to be a healthy effect in the company's profitability. And as for the operational leverage, the market that moves the pointer there is Europe because there we are -- we have a more premium positioning. We have a strong gross margin, but we still have a small EBITDA margin considering to what we believe it's our potential there. And this there in Europe is connected to the volume. We have direct operations, so we have fixed expenses. So we have to grow the amount we sell there. And this is growing. We have preorders, which are growing. So we have symptoms that we are going to manage to do that next year. But again, I cannot give you a number, and I cannot tell you where we expect to get to. And -- but we do expect and we want to have a consistent movement and sustainable movement.
Operator
operatorThe next question is by Guilherme Adami Vilela, sell-side analyst with JPMorgan.
Guilherme Vilela
analystMy first question is about Rothy's. You exercised the call of not acquiring the company. So I would like to understand a little bit more what is your -- like the understanding of the Rothy's in your portfolio of brands. And I understand that there is no -- I understand that this indicates that this is not a very like much synergy with your operations. So how do you see Rothy's participation? What is the -- how important is Rothy's in your inventory? Or what is the synergy between Rothy's and your brand, Alpargatas? And my second question is about the number of pairs sold in Brazil. Annually, you sell about 200 million pairs annually in Brazil. And this is smaller than it was in 2021. But on the other hand, management is looking much more at the sell-out than the sell-in. So because you will focus more on the sell-out, can we expect that this volume is structurally lower than it was in 2021 and continuously lower? These are my 2 questions.
Unknown Executive
executiveGuilherme, I'll start with the second question that seems easier to be answered. Well, actually, what happens in Brazil is that starting last year, maybe starting in 2023, we have been working with management -- we have been managing the chain inventory levels, right? So what we have observed is the consumer demand numbers and not the selling, not what we sell to our distributors and retailers. And we believe that the volume we are right now is the volume aligned with the demand that exists in Brazil. Obviously, the large opportunity in Brazil that is materializing and we will keep pursuing is to grow our market share because this is an extremely mature category of shoes where we can grow volume through penetrating channels where we have a smaller market share, segments where we don't have a very large market share as we have in our core strength is, right, which means investing more in the Men's and Kids categories and also creating products that can be -- allow people to wear our products in other usage occasions. This is already being made. We are focusing in the specialized market share and channels. But this is going to happen in a sustainable way, not necessarily because we are going to be able to sell more to retailers and clients, but because the consumers are consuming or demanding more of our products. So this is the -- what we see for as a sustainable demand for our sell-out. As for Rothy's, nothing has changed. Rothy's is an acquisition that was made by looking at our positioning in the American market, which is extremely important for any businesses in the world. So Rothy's is a company that sells majorly in the U.S. They have a vision of sustainable products and which sells mainly through the digital, e-commerce, and own stores. So these are all assets or important enablers in any business. And that's why Alpargatas has invested in Rothy's in the past, and that's why we maintain our positions as shareholder there. We will -- the management will continue with the other shareholders to make Rothy's, it's still a company that is going to be even bigger and use this as part of our strategy in future years. So we will continue to do absolutely what we have been doing so far, which means increasing the value, the size, the scale, and profitability of Rothy's, and this will -- has not changed.
Operator
operatorThe next question is by Wellington Santana, sell-side analyst with Bank of America.
Wellington Santana
analystI would like to ask 2 quick questions. They are on the international operations. First, I'd like to understand about the American market. If next year, it would make sense to look at an expansion in marketing, especially thinking that's going to be a World Cup year, considering that the Olympics, during the Olympics in the Europe, you increased your marketing investments. And last, when we look to the European market, Liel said that the flip-flops are back to fashion, right? So -- and you are a little bit more positioned as a little bit more of a premium brand in terms of fashion. So how do you think to hold your market share and to hold your brand positioning given the desire of other brands to attack these -- more of these categories and take some of your market share?
Liel Miranda
executiveThanks for your question, Wellington. Well, I think in the U.S., yes, we do expect that next year is going to be an interesting year for the Havaianas brand because of the World Cup. And yes, as Andre has said, we are going to make marketing investments, which are necessary. We're right now building the budget and the planning for next year, which will happen until the end of this year. So -- but I don't understand that we are going to have amounts which are substantially different from what we are practicing in marketing investments in the U.S. We understand that the level right now are adequate. As you saw, we reduced the marketing investments in this year in the U.S., and we grew our volume, which means that we are using our marketing amounts much more efficiently than before. And this is resulting -- maybe in the past, we were using our marketing efforts too much on in a promotional way which was not helping us in the long-term. So we are very confident about our marketing strategy in the U.S., which has shown -- has proven to be successful in 2025, and we expect it to accelerate because of our partnership with Eastman Group without much big substantial larger investment in marketing. And as for the European market, I would say that all of the factors you mentioned, they are positive to us. Like flip-flop is back to fashion. Other brands are attacking more, especially luxury brands are trying to sell flip-flops. This reinforces even further our brand positioning because all luxury brands can sell flip-flops, but they are going to sell at 10x what we sell -- 10x the price we sell. But the only brand that is original from Brazil since 1962 is Havaianas. So this attack of new players even reminds consumers of consuming this product and tends to benefit the market leader or the one that has a top of mind market share, which is Havaianas. So that's how we see it.
Operator
operatorThe earnings results video conference for Alpargatas' third quarter of 2025 is now concluded. The Investor Relations department remains available. Now we are going to address and have the closing by Liel.
Liel Miranda
executiveWell, in respect to everyone's time, I'm not going to extend myself here. We are already over time in 7 minutes. As Andre has said and some of you mentioned, this quarter demonstrates this journey that we are in, where we saw growth in all geographies, in all channels and in all strategic segments. And also, we saw that we maintained our discipline in cost management, in how we supply the market and especially discipline in pricing management, the way we work the pricing of our products to ensure that we grow our volumes and at the same time, we grow our profitability continuously and in a sustainable way. I'd like to thank you all and close our call.
Operator
operatorThe earnings results video conference for Alpargatas' third quarter of 2025 is now concluded. The Investor Relations department remains available to address any further questions or concerns. Thank you very much to all participants and have a great day. See you in the future. Bye-bye. [Statements in English on this transcript were spoken by an interpreter present on the live call.]
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