T
Ponto por Ponto is working full steam ahead on a sizeable order for the British brand Little Darlings, and has traced the goal of entering the French market. The strategy of this Porto-based company that specializes in children’s formal attire is to increase the weight of exports on its overall sales.
“The Portuguese market is saturated. It has nowhere to stretch”, claims Sílvia Marques, an electrical engineer that, 20 years ago, traded an autonomous career in favour of pursuing the endeavours of Ponto por Ponto with her parents and three sisters.
The results of this move are quite visible. Spain was the natural market to start their internationalization, and now, with agents in Italy and the United Kingdom, their exports are accountable for 20% of the half million euros made in sales every year.
“Our goal is to approach France, focusing on two well-defined niches – the nostalgia market and the emigrants of French-speaking Africa. Two very specific segments that appreciate our product”, explains Sílvia.
With 150 points of sale (of which 50 are abroad), Ponto por Ponto has specialized in ceremonial attire with a strictly classical style – no concessions to passing trends are made – for children from three-month-old to 14 years old, sold under its own brand but also on private label.