Nautika, a Brazilian company in the market since 1975, began by manufacturing detachable pools and inflatable boats, being a pioneer of this movement in Brazil. The drive for innovation led the company to expand its business, initially producing inflatable mattresses, Canadian-style tents, and circus tarpaulins. Today, Nautika is one of the biggest references in products aimed at the outdoor segment, distributing 18 internationally recognized brands such as Deuter, CamelBak, Guepardo, among others, in addition to its own line, NTK.
Nautika’s responsible expansion
Nautika started its activities in a small warehouse in São Paulo with a few machines and 20 employees. According to Gabriela Assunção, director of Grupo Nautika, in the 1990s the company’s portfolio was small, consisting of 20 to 30 in-house manufactured products, but the dream was already big: to become the Brazilian leader in the camping and leisure market.
To achieve this level, the first step was to keep up with market evolution and consumer needs. “We began to observe the import movement and decided to research production outside the country. We started traveling to China to see what was being done there, to innovate, and we began our first international partnerships,” says Gabriela.
Gabriela Assunção, director of Grupo Nautika
In 2007, the company, which was already producing in China, decided to end local manufacturing due to price competitiveness and began distributing a few brands in the outdoor segment. “That year, we started importing 100% of the products we sell. Soon after, we began distributing new and renowned brands such as Deuter, Coleman, among others, which caught the attention of the outdoor market. We became recognized for marketing quality products, and today we are at a point where we carefully choose which brands are suitable for our portfolio, considering our values,” adds the executive.
Caring about who produces
When deciding to move production to China, one of Gabriela’s main concerns was ensuring that suppliers were socially responsible. “Our main concern has always been to know closely who our producer is. We make regular visits to follow the production process in all factories, checking on the quality of work of all employees. Some of them have been with us for 25 years. We have a strong partnership with those we trust. This is something we take very seriously.”
With the high supply from the Chinese market, Gabriela adds that she has always been careful not to fall into temptations and to maintain the company’s essence. “When I get much lower offers, the first thing I do is check why the producer’s price is below market, mainly from the point of view of who produces and how,” she explains.
Conscious consumption and circular economy
Nautika has always positioned itself as a company that markets products made to last, which brings benefits not only to consumers but also to the environment, avoiding waste generation. Gabriela mentions that Aluga Trip, a travel and leisure equipment rental company, for example, has been using the same Nautika camping tents intensively for 5 years. “We value products that have a long lifespan. We prefer that customers buy, for example, a flashlight that will last for years and help reduce the negative impact caused by battery disposal.”
In addition to its own products, Nautika practices the same vision with the brands it distributes in Brazil. “We work with companies that make long-lasting products. For example, I have a Deuter backpack that I’ve used for 12 years, and it’s still like new, but if I ever had a problem, I could count on the lifetime warranty it offers consumers,” explains the executive.
To encourage conscious consumption, the company created NTK Brechó, where people can sell their products. “If someone is tired of a product, even if it’s in good condition, we encourage circular economy. We buy the product and generate credit for them to purchase new items. In this way, we minimize the impact caused by disposal,” says Gabriela, who adds that their own products also have extended technical support and affordable repair services.
Reused packaging
Concern about the excess waste generated by product packaging led Nautika to increasingly educate Chinese manufacturers to reduce the materials used, especially plastics. “Often, products arrive here packaged with materials that have no use. We have been strongly appealing to them to decide what is really necessary. If plastic is essential in a given product, then we reduce the box. We know that by doing this, we may not draw as much attention at points of sale, but we understand that this movement is a global necessity.”
Gabriela also emphasizes that 100% of the packaging sent to retailers or end consumers is reused. This awareness and the company’s values regarding sustainability positively impact consumers. “I received a message from a customer who found it absurd that a conscious company like ours would send a product in a much larger box. I explained to her that the packaging was reused. To send a smaller box that fit the product, I would have to buy a new one,” says Gabriela.
To make communication clearer, the company currently uses labels on packages indicating they are reused. Materials that are not reused are separated and sent to a recycling cooperative.
Social and environmental projects
Nautika supports projects that reduce environmental impact, including the Gear Tips Recycling Program, focused on collecting and properly disposing of gas canisters used in camping, and an ocean-cleaning initiative from Marulho Eco, a socio-environmental impact business.
In 2023, the company supported, in partnership with Decathlon, a project aimed at professionalizing young students from state schools in the city of São José dos Campos, São Paulo state. “The initiative aimed to present teenagers with professions related to sports in the environment, with the participation of mountain guides, divers, among others.”
Currently, Nautika also supports the collection of five children’s books, “As Aventuras de Lobinho pelo mundo” (Lobinho’s Adventures Around the World), which depict trips across the five continents. The initiative is aimed at municipal and state schools.
This post is also available in: Português (Portuguese (Brazil)) Español (Spanish)
