Unlike many players in the footwear sector, Walls managed to emerge from the pandemic with renewed energy and solid momentum, driving a real upswing in sales. The company, based in Elche, reported last year a turnover of 12.6 million euros, marking a 25% rise from the year before and capturing more than 30% of its pre pandemic revenue in that period.
In truth, the business seemed to be taking shape well before the Covid outbreak in 2019. It reshaped its brand positioning and confirmed plans to push into new, highly specialized segments such as hiking footwear. Management projected a continued ascent into 2022, aiming for a further roughly 30% jump in sales, with revenues surpassing 15 million euros.
Rafael Paredes, the company’s director, recalls the decisive work done to restructure Walls’ image while reinforcing its stance in safety and work footwear, a category where the brand has long held leadership in Spain. The revival also drew on the corridor of the 1980s, when Walls built a robust reputation for reliability and durability in its core products. The strategy focused on showcasing the brand’s enduring values and its commitment to practical, trusted gear for professionals.
With this approach, Walls highlights that the branding overhaul has aligned the company’s public persona with the long-standing principles that have guided its operations across decades. The manager stresses that the refreshed image supports the core identity that customers associate withWalls: quality, dependability, and a focus on user needs.
On a parallel track, Walls expanded its presence in digital channels and social networks, launching new sales avenues through major marketplaces and retailers. Online visibility and direct-access marketing have become central to the company’s growth strategy, enabling easier access to a broader audience in both national and international markets.
the impact of covid
The company notes that the arrival of Covid caused a temporary pause in operations, but it also opened opportunities for diversification and innovation. Walls moved decisively into the production of personal protective equipment, including masks, a project developed within its own R&D facilities in Elche. This pivot leveraged existing manufacturing strengths and the firm’s knowledge base to respond to new demand.
Focusing on national mask production during periods of high demand, together with the growing importance of workplace protection and the rising interest in trekking and hiking, helped Walls close fiscal 2020 with a modest, positive growth despite the broader disruptions caused by lockdown measures. This adaptability underscored the company’s resilience and willingness to diversify revenue streams.
As conditions improved, Walls reported a robust rebound in sales over the following year and managed to retain traction in several international markets, maintaining a broad product range. The firm continues to invest in innovation projects that are expected to expand both at home and abroad, with Europe and the Americas seen as key growth corridors. The aim is to reach 16 million euros in fiscal year 2022, propelled by a 30% sales increase across its portfolio.