Footwear. Is Cariuma from Brazil the future Veja or Allbirds?
Beyond well-established players like Rothy’s, Allbirds (13 stores in the U.S.A., China, U.K., Germany and New Zealand) and Veja, the sustainable direct-to-consumer footwear market is facing strong new competition from the Brazilian retailer Cariuma (based in Rio de Janeiro), with US$24 million in backing. Founded by young Brazilians called Fernando Porto and David Python, it uses natural and renewable fabrics (bamboo, sugarcane, etc.) in core products and packaging, favors sustainable production methods and is reducing company impact wherever possible. Since December 2018, the brand increased sales by 20% to 30% month after month. The U.S.A. is a major market for Cariuma, particularly in Los Angeles. Shoe launches usually generate thousands of advance orders, the majority of which come from Los Angeles.