Online commerce, which is very fashionable right now, is a tool that more and more companies base their business models on. However, there are cases in this vast universe that are surprising in their uniqueness, such as that of the company of Andrés Machado. And the company, located in the municipality of Santa Pola, was able to export shoes in special sizes for both large and small feet to almost every corner of the world, thus occupying a rather neglected market segment. The unstoppable growth of sales demonstrates the wisdom of this bet.
Amanda Machado is the CEO of the firm that her father Andrés founded in 1999 when he set up a network of physical shoe stores across Spain. However, the transition to e-commerce came later, in 2008, when selling anything online was still something very close to science fiction. As he explains, “we resort to online trading to sell big size shoes We confirmed that we left it on the shelves and sold out very quickly».
The company does not have its own factory, but orders its own models from third parties within the same province and then markets them under the Andrés Machado brand. “Considering the welcome (underscores the CEO) we decided to expand the size range first with larges and then small ones. The results were such a hit that we eventually specialized in only those segments and we completely forego physical stores to bet online».
The firm offers sizes from 32 to 35 in small models, from 42 to 46 in women and 50 in men in large models. and with all Made in Spain seal as a guarantee of quality. “Recipients of such articles – Machado explains – often have slender feet, so we offer leather shoes for street use and wool felt like at home”.
The company also markets shoes made from synthetic materials made in Asia, but in this case through another brand like Andypola.
signature Backed for its international expansion on Amazon. First in 2012 in Germany, the only country where the platform was able to sell shoes, and later in the whole of Europe, where others joined. “It helped us promote ourselves and we can say that we are now selling to the whole world, because online commerce serves to open many borders,” he emphasizes.
The evolution of work is very positive in a context. The company did not realize the impact of the pandemic, although footwear was one of the main sectors affected as a result of the suspension of all social events. “Liberation was our line of shoes to take home because we started taking quite a few orders while people were off. The truth is, we saw the benefit,” she recalls.
Sales data confirm this, as it went from 125,000 pairs of shoes in 2019 to 128,000 the next year, already in the midst of a health crisis. In 2021, they reached 143,000. Turnover also increased from 2.6 to 2.9 million during this period.Yeah
Amanda Machado was forced to take over the management of the company due to the sudden death of her father in 2013 at the age of 23. She says it was hard at first. “I don’t know if it’s because clients see me as inexperienced or because of my status as a woman, but the truth is I haven’t had any problems since,” she says.
The firm is in full expansion and collection phase. dared to introduce medium heights last summer leathers that already have continuity with the winter collection. A new bet that they hope will be successful in the vast universe of the internet.