From January 14–16, more than 600 Brazilian entrepreneurs and business leaders attended the National Retail Federation Expo 2024 (NRF2024) in New York, with the support of the U.S. Commercial Service in Brazil, part of the U.S. Department of Commerce. With over 1,000 exhibitors, NRF2024 is the largest marketplace in the retail industry worldwide, showcasing what’s coming next in retail.
“Brazilian participation in the Expo NRF 2024 is not just about importing American retail products to put on shelves; it’s about bringing the latest in logistics, customer experience strategies, payment solutions, cybersecurity, and store design methodology to Brazil, to better serve Brazilian consumers,” said Michael Marangell, Commercial Consul for Retail & E-Commerce at the U.S. Consulate General in São Paulo. “Visiting New York and NRF2024 provides Brazilian retailers the opportunity not only to develop new ideas but also to connect with American companies interested in partnerships to explore opportunities together.”
This year’s delegation to NRF2024 was recruited by four partners: Gouvêa Ecosystem, Varejo180, Startse, and VTEX. NRF2024 marks the 35th year that Gouvêa Ecosystem has taken Brazilian executives to participate in the event. Fabio Neto, Chief Strategy Officer at StartSe, believes that, in addition to being a strong place to make connections, “being at the world’s largest technology event for retail is essential to capture the signals of transformation, aiming for better decision-making in Brazil.” Besides simply attending the event, the U.S. Department of Commerce team organized a series of technical visits in New York and New Jersey.