Columbia Sportswear plans to expand its presence in Brazil because of ongoing economic uncertainty and changing tariff rates in the U.S.
“It’s hard to understand what’s happening in the U.S. right now, so we prefer to invest where we have more predictable returns—and Brazil is certainly one of those places,” said Tim Boyle, Columbia’s chairman and CEO, in an interview with Valor International.
Portland, Oregon-based Columbia brought 60 team members to visit São Paulo, where Columbia currently operates three stores, to visit sites such as Ibirapuera Park and Pico do Jaraguá. Columbia plans to open another three stores in São Paulo, reports Valor. It currently has 10 stores in Brazil.
Boyle told Valor that President Donald Trump’s new tariffs, which reached 145% on goods from China and are at a 10% rate for products for most countries, have impacted the Columbia brand’s wholesale contracts.
“It’s hard for someone in sales to sign a contract without knowing what the future holds in terms of product costs or how much inventory they can stock,” Boyle said. “We’re seeing a freeze in investment across the industry.”
Competing with Asian Imports
Columbia Sportswear Senior Vice President Michelle Aubrey, who was part of the team that visited São Paulo, said Columbia’s products can compete if Brazil receives an influx of Asian imports as a result of tariffs.
“These imported products are generally not very sophisticated,” Aubrey said. “They offer great prices but fall short on quality. We’ll be less affected compared to brands that lack innovation or advanced technology.”.
Columbia will target both outdoor enthusiasts who want technical performance gear and more casual consumers. While Brazil is known for its thriving beach culture, Columbia sees the growing popularity of trail running in Brazil as an opportunity.
“Trail running is one of our global strongholds, so it makes sense to start there,” Aubrey said. “But eventually, we’d love to expand into other segments.”
To reach younger consumers, Columbia will work with local influencers and brand ambassadors. And it will stay committed to sustainability, even if ESG policies shift in the U.S.
“We’ll continue investing in these commitments not just to comply with laws but out of a moral obligation,” Boyle said.
Columbia’s full-year revenues declined by 3% year-over-year to $3.36 billion in 2024. The company projected a modest return to growth in February for 2025, projecting net sales of $3.4 to $3.47 billion, or a 1% to 3% increase.
