Crisis often presents an opportunity for innovation and success, and Larroudé, the designer-level shoe brand that launched in 2020 amidst the pandemic, is a prime example of this. Founded by fashion industry professional Marina Larroudé and her husband Ricardo Larroudé, the brand offers high-quality, fashionable shoes at affordable prices.
In just over 18 months, Larroudé has achieved remarkable milestones and gained industry recognition. They won a Launch of the Year award and even caught the attention of First Lady Jill Biden, who was spotted sporting a Larroudé bag at three international events. The brand’s success can also be seen in its collaborations with established brands. Larroudé has successfully partnered with four other brands and is preparing to release its fifth collaboration this week. The Larroudés attribute their achievements to their ability to deliver well-made, experimental fashion shoes at a much lower price point compared to traditional designer brands.
The first collaboration for Larroudé was with Melissa, a rubber shoe company based in Brazil, which was a natural fit. This was followed by partnerships with Oscar de la Renta for their Spring 2022 collection and with LoveShackFancy. As an April Fool’s joke, Larroudé even posted a fake collaboration with Supreme on social media, demonstrating their playful approach to fashion.
Marina credits their success in attracting brand partnerships to the strong team they have in Brazil, where they can quickly deliver high-quality products. The entire process, from initial conversations to finished products, can take as little as twelve weeks or less. This efficiency has enabled Larroudé to expand its wholesale clients, which already include big names like Nordstrom, Saks Fifth Avenue, Intermix, and Fivestory. In September, Bloomingdale’s will also join the list.
Larroudé’s latest collaboration is with Favorite Daughter, the popular Instagram-fueled line created by sisters Erin and Sara Foster. Together, they have designed a 35mm kitten-heel sandal in black, ivory, and royal blue. While Larroudé offers a range of simple styles, it is gaining recognition for its unique printed styles, which the Larroudés refer to as “conversational” shoes. These styles cater to customers who desire whimsical shoes but may not want to pay the high price tags associated with designer brands or resort to mass-market options like Zara or Steve Madden. The brand has seen a 50 percent customer return rate.
Despite Larroudé’s commitment to keeping prices reasonable, they face challenges like supply chain issues and inflation. Marina acknowledges that they may need to adjust prices by eight to ten percent in the fall to maintain their commitment to quality production.
Marina’s journey to create Larroudé began after the closure of Barneys New York, where she worked as the fashion director. With her extensive experience in the industry, she started her own venture after the pandemic hit and she found herself without a job. Her husband Ricardo joined her in this endeavor, and together they assembled a talented team, including Brazilian shoe designer Gabriel Bolzan, strategy and business development expert Victoria Quintino, and managing director Grasiela Claro.
Launching a brand amidst a pandemic posed unique challenges, particularly as many factories in traditional shoe production locations were unable to operate. However, Larroudé managed to find factories in Brazil that remained open with reduced workers and strict protocols in place. Producing in their native country allowed them to offer top-tier shoes without the hefty designer price tags, and Marina was thrilled to discover that Brazilian shoe production rivals the quality of Italian production.
Larroudé firmly believes that fashion shoes should be affordable, and they highlight this through their pricing. Their shoes range from $275 to $495, and they also offer customers a unique tracking experience through their QR code system, which is currently pending patent. The system not only allows customers to track their order but also provides discounts for referrals. This aligns with their philosophy of sharing the benefits of customers’ purchases directly with them, rather than solely benefiting large corporations like Google.
Looking ahead, Ricardo envisions a physical location for Larroudé that goes beyond a traditional retail store. They envision a space that combines an office, a showroom, a retail space, a co-working area, and a café. This multifunctional space would serve as a platform for creatives to connect and support each other’s endeavors, fostering innovation and productivity. It could also serve as an incubator for new projects and collaborations.
Larroudé’s success amidst the pandemic reflects the vision and dedication of Marina and Ricardo. By staying true to their commitment to quality and affordable fashion, Larroudé has emerged as a rising star in the shoe industry.
Useful links:
– 1. Larroudé Official Website
– 2. Larroudé Instagram Page
