Tunisia Makes Its Second Consecutive Appearance at MICAM Milano 2026

Tunisia participated in MICAM Milano for the second consecutive year, from September 13 to 15, 2026. This year, five companies from the footwear sector showcased their men’s and women’s collections under the banner of Cepex (the Tunisian Export Promotion Center). The 2026 edition, marking the event’s 102nd iteration, gathered over 1,000 brands from around the world, with an expected professional attendance of approximately 20,000 visitors over the three-day period.

A Sector Showing Resilience Amidst Market Pressures

The increase in the number of Tunisian exhibitors from one edition to the next reflects a certain resilience within the sector, even as both the local market and export channels remain under pressure. The profile of the participating companies has evolved: some now manage the entire production cycle, extending to the commercialization of their own models under Tunisian brands, while simultaneously maintaining contracts with major international premium retailers. Design and assembly have become recognized strengths of the industry, complementing the price advantage that remains a decisive factor.

Favorable Reception from International Buyers

The Tunisian stands quickly attracted the attention of international buyers seeking white-label manufacturing partners, signaling that the local supply now aligns with European market expectations. Additionally, the General Consulate of Tunisia in Milan visited the exhibitors right after the opening, demonstrating strong support for their presence at the event.

Strategic Shift: From Subcontracting to Own-Brand Manufacturing

The shift from a subcontracting model to own-brand manufacturing is changing the landscape for Tunisian industrialists. Each pair sold under a proprietary brand captures significantly higher margins than simple contract manufacturing services. For investors, this transition underscores the necessity of prioritizing funding for design and product development capabilities, rather than solely focusing on assembly lines, in order to support the industry’s ongoing move toward higher value-added production.