Xero Shoes started with a DIY sandal kit model, gaining popularity through word of mouth and online videos.
The founders faced manufacturing challenges and scaled up production by seeking solutions and learning from mistakes.
Zero Shoes expanded their reach through collaborations, marketing strategies, and a commitment to quality, resulting in a profitable and socially responsible shoe company.
Deep dives
Building a Business from DIY Sandals
Chip Reintley, co-host of the NPR podcast White Lives, finds himself starting a new business making rubber sole sandals after being introduced to barefoot running. He begins by making sandals for himself and a few friends, but soon realizes the potential for a business. They start with a DIY kit model, where customers can trace their foot and cut out the rubber sole to make their own sandals. The sandals gain popularity through word of mouth and online videos, leading to a significant increase in sales. As demand grows, they establish their own manufacturing in Korea, but encounter challenges with inconsistency and quality control. After being kicked out by their first manufacturer, they find a new manufacturing partner through a lucky connection in New York. Their business takes off, reaching over $500,000 in sales in their second year.
Navigating Challenges and Finding Success
The founders face various challenges in building their sandal business, including manufacturing issues, finding reliable suppliers, and scaling up production. They navigate these challenges by seeking solutions and learning from mistakes. They rebrand their company as Zero Shoes and focus on providing lightweight, flexible sandals that mimic the natural feel of barefoot running. Their customer base continues to grow as the popularity of barefoot running increases. They leverage online marketing, collaborations with influential figures like Christopher McDougall (author of Born to Run), and guerrilla marketing tactics to expand their reach. Despite the initial skepticism and uncertainty, they find success and profitability in their business.
Pivoting and Collaborating
As their business grows, the founders recognize the need to create their own supply chain and find a manufacturer in China. They collaborate with experienced industry professionals to design a foot-shaped sole specifically for barefoot running. This attracts attention and trust from customers. They further expand their reach by participating in events like Shark Tank and partnering with Chris McDougall and his running coach, Eric Orton. Together, they continue to innovate and improve their products, while also educating people about natural foot movement and the benefits of minimalist footwear. Despite their initial skepticism, they strive to create a successful and socially responsible shoe company.
Summary: The Journey of Zero Shoes
Chip Reintley and his wife, Lena, embark on a business journey after discovering the benefits of barefoot running. They start by making DIY sandal kits, where customers can create their own minimalist footwear. Despite facing manufacturing challenges and setbacks, they persist and find success by rebranding as Zero Shoes. With a focus on flexibility and mimicking the natural feel of barefoot running, they attract a growing customer base. Through collaborations, marketing strategies, and a commitment to quality, they establish a profitable and socially responsible shoe company.
The Journey to Zero Shoes
Zero Shoes, initially known as Invisible Shoes, started in 2009 with the goal of creating minimalist footwear. In 2011, they secured their first significant loan of $200,000 from a private family office, allowing them to expand their operations. A crucial turning point came in 2012 when they appeared on the television show Shark Tank, which resulted in a surge in website traffic and sales. Despite facing rejections from the sharks, the exposure proved immensely valuable for the brand.
Overcoming Challenges and Achieving Growth
Zero Shoes faced challenges amid the trade war and the COVID-19 pandemic, which heavily impacted their supply chain and threatened their inventory levels. However, their strategic decision to take on an outside investment from TZP provided stability and allowed them to weather the storm. With increased funding, they were able to expand their product line, invest in skilled personnel, and build a solid infrastructure for future growth. Today, Zero Shoes has a strong presence, backed by a passionate and evangelical customer base, positioning them to be a dominant player in the athletic footwear market.
In 2007, Steven Sashen went on a 5K run in his bare feet, an experience that felt so surprisingly natural that it led him to launch one of the best-known minimalist shoe brands in the world. After reading the best-seller Born to Run by Christopher McDougall and fashioning his own, thin-soled sandals that helped him fully feel the ground, Steven noticed he was running faster and having fewer injuries. His friends began asking him to make sandals for them, and soon enough, he convinced his wife Lena to help him launch a do-it-yourself sandal kit business. As their minimalist shoe line slowly expanded to ready-to-wear sandals and closed-toe shoes, Steven and Lena faced every imaginable obstacle for a small business: manufacturing meltdowns, a mountain of debt, anxious investors, a trade war with China, and an appearance on Shark Tank that resulted in an insulting offer. But more than a decade after launch, Xero Shoes are sold around the world, with nearly $50 million in sales and a near-evangelical following.
