How two young entrepreneurs revolutionised the ‘Made in Italy’ footwear industry through e-commerce

The revolution has not been without its challenges. Casati speaks with great honesty about the initial difficulties in winning over the artisans, who were initially wary of such a cutting-edge idea as e-commerce. Two young digital entrepreneurs who promised to sell handcrafted Italian shoes online to customers around the world. In 2013, it seemed almost like a paradox.

And yet, some artisans choose to believe in it. And this is perhaps the most beautiful part of Velasca’s story: it does not stem from an algorithm, but from a pact of trust. It stems from the creation of lasting partnerships that, even today, bring satisfaction to all those involved: the company, its suppliers and the end consumers, who are offered products of the very highest quality at reasonable prices. What is known in the trade as ‘affordable luxury’.

Velasca started out online but has gradually been establishing its physical shops around the world. After about a year and a half in business, it opened its first pop-up store in Milan, followed over the years by new openings: Rome, Florence, Turin, then abroad in London, Paris, New York, Copenhagen and Munich. Today, Velasca has 28 shops, with ambitions to continue expanding. These are not merely shops, but narrative extensions of the brand. Places where customers can touch the products, immerse themselves in the world of Velasca, and feel part of a distinct aesthetic culture. It is here that the two partners realise that the digital sphere does not eliminate the physical experience, but makes it even more important. “In recent years, we’ve seen growth in both online sales and those in physical shops. This confirms just how much people continue to appreciate our brand and want to return to the shop to experience first-hand the atmosphere, the quality of craftsmanship and the authenticity of ‘Made in Italy’,” says Enrico.

Today, 60 per cent of turnover comes from sales in Italia and 40 per cent from sales abroad, but the stated aim is to reverse this ratio over time. This is because, outside Italia, Italian craftsmanship continues to hold an almost symbolic power.

Covid-19 brings with it an unavoidable constraint: if people do not leave their homes, they no longer need shoes. The pandemic has accelerated a transformation of the brand, which has proved capable of reinventing itself. Velasca can no longer be just a men’s footwear brand but must embody the Italian ‘lifestyle’. Thus, thethe company expands into clothing and begins to target a female audience as well.

Today, Velasca has around a hundred employees and a turnover of some 30 million, with the company stating that it is aiming for 100 million. It is the story of a start-up that has grown in an ethical and sustainable manner by forging solid partnerships. A company that has successfully harnessed the ‘Made in Italia’ brand in an original way, bringing Italian craftsmanship into the present without stripping it of its soul. A brand capable of going global whilst keeping its identity intact. A beacon reminding us that a new generation of entrepreneurs is on the horizon, ready to showcase the value, quality and identity of Italian craftsmanship to the world.

*Director of the Academy of Strategic Communication