Flat footwear exports: what it means for the B2B channel

A first half without surprises: the figures

Data from the Directorate General of Customs confirm that the Spanish footwear industry has managed to hold its own in an adverse international context. Between January and May 2026, companies sold 75.3 million pairs abroad for a value of 1,438.4 million euros, representing a minimal decline of 0.4% in volume and 0.5% in value compared to the same period last year.

This stability, however, hides a notable reconfiguration of trade flows. While traditional destinations such as Italy (-0.6%), Portugal (-2.4%), Poland (-17.1%), the United States (-10.4%), the Netherlands (-9.2%), and the United Kingdom (-3.7%) show declines, other markets have taken over. France, the main buyer, grows by 2%, and diversification toward new destinations has helped offset some of those losses. The war in Iran, Trump's tariff policy, and rising oil prices are real threats, but the sector has shown a resilience that not all European competitors can display.

For the wholesale channel, this snapshot has a clear reading: foreign demand is not collapsing, but it is not offering the growth expected a few months ago. Caution should guide procurement decisions.

What it means for a footwear store

If you run a footwear store, these data affect you more than it seems. Export stability does not mean the domestic market is booming; on the contrary, competition for the end customer is increasingly intense. With flat demand, prices tend to stabilize, but margins narrow if stocks are not managed well.

• Plan purchases in advance: geopolitical uncertainty can cause supply chain delays. Don't leave your orders to the last minute.
• Diversify your offering: if traditional markets decline, some manufacturers may look to clear excess inventory. Take advantage of firm purchase opportunities with favorable terms.
• Focus on differentiation: with a flat market, customers value quality, service, and the shopping experience more than mere price.

What it means for a footwear wholesaler

For a wholesaler, the reading is twofold. On one hand, export stability indicates that Spanish factories maintain their production capacity and international competitiveness. There is no supply crisis forcing you to urgently seek suppliers abroad. On the other hand, the decline in destinations like Poland or the United States may free up production capacity that factories will try to redirect to the domestic market or other channels.

The market diversification that Spanish manufacturers are undertaking is an opportunity for the wholesaler: there will be more product available and, possibly, better negotiation terms.

It is time to review your supplier portfolio. Those that relied heavily on declining markets may be more open to negotiating lead times, prices, or payment terms. It is also worth monitoring oil prices, as they increase transport and synthetic material costs, which could be passed on to final prices in the coming months.

Spanish market context

Spain remains a relevant player in European footwear, but dependence on France as the main buyer (with moderate growth) is a risk factor. The decline in Poland (-17.1%) is especially striking, as it was one of the emerging markets with the greatest potential in recent years. The war in Iran and Trump's tariff policy add medium-term uncertainty, but the sector has shown it knows how to adapt.

In the domestic market, export stability does not automatically translate into increased internal demand. Footwear consumption in Spain remains constrained by inflation and the loss of household purchasing power. Therefore, the recommendation for stores and wholesalers is to maintain a prudent purchasing policy, but without giving up product innovation and service improvement.

Conclusion and recommendations

Flat exports are a warning: there will be no tailwind to push sales. You will have to row harder, but this is not a crisis scenario. The key lies in managing uncertainty: diversifying suppliers, negotiating better, and monitoring logistics costs.

If you are looking for wholesale footwear suppliers that adapt to this new reality, at CalzadosJAM we work with Spanish and European factories that offer quality, flexibility, and good prices. Don't let uncertainty paralyze you: adapt and seize the opportunities.

Looking for a wholesale footwear supplier? Register at CalzadosJAM and access a network of verified manufacturers.