Online commerce has become a dominant force in today’s retail landscape, with more companies integrating it into their core strategies. Among the most notable stories is the progression of a footwear company from Santa Pola founded by Andrés Machado. By exporting shoes in extended sizes for both larger and smaller feet to customers around the world, the business has carved out a unique niche and shown strong growth in a category often overlooked. The sustained rise in sales underscores the success of this bold approach.
Amanda Machado currently leads the firm as CEO. The business originated in 1999 when Andrés built a network of brick-and-mortar shoe stores across Spain. The move to online sales came later, in 2008, when e-commerce was still a frontier many considered experimental. The leadership explains, “online sales helped us move large sizes that sat unsold on shelves and then sold out quickly.”
The company does not own a production facility but sources its own designs from third-party manufacturers within the same province and markets them under the Andrés Machado brand. “The warm reception encouraged us to widen the size range—starting with larger sizes, then adding smaller ones. The results were so strong that we shifted to a sole focus on those segments and halted physical stores to concentrate on online channels.”
Current offerings include sizes from 32 to 35 in smaller models, 42 to 46 for women and 50 for men in larger models, all bearing the Made in Spain seal as a mark of quality. The CEO notes that many buyers have slender feet, so the line emphasizes leather shoes for street wear and wool felt options for home comfort.
The portfolio also includes shoes made from synthetic materials produced in Asia, marketed under a different brand such as Andypola.
The company has seen international expansion via Amazon, starting in 2012 with Germany—the first market where shoes could be sold on the platform—and later extending across Europe. This channel helped increase visibility and enable more customers to access the brand, with executives stating that online commerce now reaches customers worldwide and breaks down borders.
Like many others, the business faced challenges during the pandemic when social events were restricted. Footwear remained a resilient category, and the team found opportunities in people staying home. The shift translated into a surge of orders during the lockdowns. The company’s sales figures reflect the trend, rising from 125,000 pairs in 2019 to 128,000 in 2020, then reaching 143,000 in 2021. Revenue moved from 2.6 to 2.9 million during the same period.
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Amanda Machado stepped into leadership in 2013 after the sudden passing of her father at the age of 23. She recalls that initial challenges were tough but that she has not experienced major obstacles since, noting that client reactions and perceptions gradually shifted in her favor.
The firm remains in full expansion and collection mode, having introduced mid-height models with leathers that complement the winter line. This new direction is part of an ambitious plan to leverage the expansive possibilities of the online market and attract a broader audience across regions and seasons.