Words: Ilídia Pinto
At the age of 90, Sanjo has reached the other side of the world.
Portugal’s oldest shoe brand now reaches the far corners of the world, with surprising export destinations including South Africa, Australia, and the Ivory Coast. The company has now set its sights on developing its own retail network.
Five years after its revival, Sanjo is determined to expand its international presence. While its online shop already receives orders from places as diverse as Australia, South Africa, the Ivory Coast and the United States, it has also established a network of agents in France, Germany, Italy, Benelux and Sweden. The aim is to boost international sales beyond their current 20% share. Its shop in Bairro Alto, which opened in 2023 to mark the company’s 90th anniversary, has proved crucial in building brand awareness among tourists. More shops are planned for tourist hotspots in Lisbon and Porto.
“I’d love to have a chain of shops, but we need to be realistic and keep our feet on the ground. We’re expanding slowly, step by step, to gauge the public reaction. If it goes well, we’ll open more. In terms of ambition, the sky’s the limit”, says José Egipto Magalhães, who co-owns Sanjo with Hélder Pinto.
Regarding potential locations, the businessman admits he’d love to open a shop in Chiado, but the search for suitable premises continues in Lisbon and Porto. “We need to learn from the best. In fashion, the biggest success story in recent years is Zara. Whenever it opens a shop, it is always in the best possible location. Always in premium locations”, he adds. Sanjo hopes to open a second shop in 2025.
Founded in 1933 as the Companhia Industrial de Chapelaria in São João da Madeira, Sanjo made history as Portugal’s first soft shoe brand. Thanks partly to protectionist policies, it provided the footwear for generations of Portuguese, including the military and athletes, forming a special bond with the local team, AD Sanjoanense.
Now in its third incarnation — after the original factory closed in 1996 and an unsuccessful relaunch attempt in 2011, before the current revival in 2019 by Magalhães and Pinto — Sanjo is targeting younger consumers while maintaining its loyal customer base. The careful selection of sustainable materials and commitment to domestic production in Felgueiras have been crucial to the brand’s relaunch strategy. But there’s more. José Egypt Magalhães says the aim is to “transform Sanjo into a community”, with each model and collection showcasing elements of Portuguese culture.
New designs, such as the FTC 86 collection launched during Euro 2024 (which recalls Sanjo’s popularity in Portuguese indoor football, reimagined as streetwear) and the BSK33 (inspired by 30-year-old basketball trainers), are helping to attract new customers. Innovation in materials including burel, Cordura and bombazine, demonstrates how this timeless brand continues to evolve. The range now includes clothing and even a fragrance. The brand actively pursues collaborations with prominent names, such as designer Alexandra Moura and children’s clothing brand Wolf&Rita. It has also partnered with PlayStation Portugal to create a special training shoe celebrating the launch of the God of War Ragnarök game. More partnerships are in the pipeline.
