Grendene is expanding its distribution across the United States and Canada with a new partner.

The Brazilian footwear company said this week that it’s teaming up with Pajar as the exclusive distributor of its footwear brands – which include Ipanema, Cartago, Zaxy, Rider, Azaleia, and Copacabana – in North America. The deal also includes Grendene’s Melissa brand, which will now be available through Pajar’s sales network in Canada.

Pajar noted that this move expands its “seasonal reach” with the addition of a significant summer business through Grendene’s brands. The Canadian shoe company also said that its dedicated 12-person sales force across key markets from Hawaii to Florida will spearhead the distribution and promotion of Grendene’s collections.

Pajar is expected to debut the new spring/summer 2026 collections at several prominent trade shows and events this year including AFA in Toronto, Atlanta Shoe Market, Chicago Collective, FSNYE, and Surf Expo in Orlando.

This move follows Pajar’s October acquisition of Cougar. Based in Montreal, Pajar Canada is a fifth-generation family shoe business founded in 1963. According to the company, its acquisition of Cougar “aligns with its vision” to expand its footprint in both the Canadian and U.S. markets and leverage its international outreach across Europe and Asia.

In an interview with FN in February, Pajar president Michel Golbert spoke about the company’s strategy for Cougar. “Cougar, in the past, only sold women’s in the U.S.” Golbert said. “We’re going to be introducing kids, which is a huge part of the business in Canada — probably 40 to 50 percent of the business; it’s pretty sizable.”

What’s more, the exec confirmed at the time that Cougar will once again offer a men’s collection, starting in 2026. “[Cougar] had dabbled in men’s maybe 10, 15 years ago, but basically abandoned the men’s division. We feel there’s a big opportunity for men’s as well,” Golbert said.

Additionally, Golbert noted that Cougar will launch several other categories including outerwear, hosiery and bags.

This new partnership between Grendene and Pajar also follows a similar deal announced last week between Havaianas owner Alpargatas S.A. and The Eastman Group to distribute the flip-flop brand in the U.S. and Canada. According to Alpargatas, the pair will work together throughout 2025 on a transition process so the new model to have it ready in time for the 2026 season.

The move essentially shifts Alpargatas’ operating model from direct operation to distribution. Alpargatas will remain focused on brand building, “strengthening Havaianas brand power while focusing in portfolio assertiveness and brand competitiveness, aligned with Havaianas brand positioning and global strategy,” it said.

Alpargatas said the partnership provides it with cost efficiency as it relies on a leaner local structure, In addition, it leverages the firm’s presence in strategic channels via the expansion of the distribution network.