FitFlop
FitFlop is a British comfort footwear brand founded in 2007 that designs, manufactures, and sells biomechanically engineered sandals, sneakers, and shoes for women, men, and kids in 60+ countries via owned e-commerce sites, wholesale, and retail.
- Company typePrivate
- Founded2007
- HeadquartersWhite Plains, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What FitFlop does
FitFlop is a privately held British footwear company founded in 2007 by entrepreneur Marcia Kilgore, headquartered in London with a US operational base in New York. The company designs, manufactures, and sells biomechanically engineered comfort footwear under three proprietary technology platforms — Microwobbleboard™ (triple-density midsoles), Dynamicush™ (high-rebound cushioning), and iQushion™ — that are APMA (American Podiatric Medical Association) recognized and trademarked in key markets. Its product range spans women's, men's and kids' categories including sandals, sneakers, flats, slides, platforms, wedges, mules, clogs, recovery sandals, and occasion wear, priced between roughly $75 and $150 at retail, with cultural-positioning extensions such as the FitFlop x Keith Haring collaboration.
FitFlop operates a multi-channel go-to-market model. Direct-to-consumer revenue is generated through four owned e-commerce sites (US, UK, EU, Canada), with the US market sold online exclusively via fitflop.com. Wholesale revenue flows through a global network of distributors, retailers, and department-store partners spanning more than 60 countries, supplemented by owned showrooms in London (Shoreditch) and New York, one flagship retail store in New York, third-party warehouses in Columbus, Ohio (US) and Rugby (UK), and a strategic distribution partnership with Samsung C&T Fashion that has built 22 premium shop-in-shop locations in Korean department stores with a stated roadmap to 30 standalone concept stores.
The company employs 259 direct employees as of 31 March 2025 across its UK holding entity, US subsidiary (FitFlop USA LLC), and operating subsidiaries in Germany and India, with additional operational offices in Hong Kong, Vietnam (Ho Chi Minh City and Hai Phong), China (Dongguan), and Singapore supporting sourcing, product testing, and Asia-Pacific commercial activity. In April 2023 the company raised $30 million in debt funding from AURELIUS Finance Company to support marketing and growth amid supply-chain and inflationary pressure. FitFlop's customer base is long-tail consumer, with brand traction evidenced by more than 46,000 Trustpilot reviews at a 4.3-star rating.
FitFlop firmographics
Firmographics- Name
- FitFlop
- Legal name
- FitFlop USA LLC
- Website
- https://fitflop.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- FitFlop is a British comfort footwear brand founded in 2007 that designs, manufactures, and sells biomechanically engineered sandals, sneakers, and shoes for women, men, and kids in 60+ countries via owned e-commerce sites, wholesale, and retail.
- Ownership category
- akta.pro rank
FitFlop industry classification
Industry- Product category
- Comfort Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821), Footwear Manufacturing (316210)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear (CRAAACAG)
- akta.pro secondary industries
- Casual & Lifestyle Footwear (CRAAACAB), Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK), Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG)
Keywords
Where FitFlop is headquartered
LocationHeadquarters
- HQ city
- White Plains
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
FitFlop business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: FitFlop sells footwear directly to consumers through its four global e-commerce websites (Canada, EU, UK, US). Products are online exclusive in the US market.
- Wholesale/Distribution: Products distributed through a network of distributors, wholesalers, and retailers globally, including Samsung C&T Fashion partnership in Korea.
- Retail Store Sales: Revenue from company-owned retail locations including a standalone store in New York and standalone concept stores in key markets like Korea.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Flip-Flops starting at $75 |
| Unit Pricing | Pay-as-you-go | Sandals range from $85-$140 |
| Unit Pricing | Pay-as-you-go | Sneakers and flats from $100-$150 |
| Unit Pricing | Pay-as-you-go | Sale items up to 40% off |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
FitFlop product offering
Product offeringCore offering
FitFlop designs, develops, and sells biomechanically engineered comfort footwear for men, women, and kids, including sandals, sneakers, slides, flats, loafers, mules, platforms, and recovery sandals. The brand combines proprietary comfort technologies — Dynamicush™ cushioning, Microwobbleboard™ triple-density midsoles, and iQushion™ — with fashion-forward design. Products are sold directly via four global e-commerce sites (Canada, EU, UK, US) and through a worldwide network of distributors, department store shop-in-shops, and retail partners.
Product overview
FitFlop is a British premium footwear brand founded in 2007 by entrepreneur Marcia Kilgore. The company creates comfort-engineered shoes, sneakers, and sandals using proprietary biomechanical technologies including Dynamicush cushioning, Microwobbleboard triple-density midsoles, and iQushion technology. FitFlop's product portfolio spans women's, men's, and kids' collections featuring sandals, sneakers, flats, loafers, slides, platforms, wedges, and mules. The brand positions itself at the intersection of fashion and function, with recent collaborations including Fitflop x Keith Haring. FitFlop sells through e-commerce sites in Canada, EU, UK, and US, as well as through distributors, wholesalers, and retailers globally, with a key growth market in Korea through Samsung C&T Fashion distribution partnership.
Differentiator
Problem solved
Functional benefit
Brands
- FitFlop x Keith Haring: Collaboration collection featuring Keith Haring artwork on FitFlop footwear designs including Fisherman Sandals.
Products and services
- Women's Footwear Collection Full range of women's shoes including sandals, flip-flops, sneakers, shoes, slides, platforms, wedges, mules, clogs, Mary Janes, ballerinas, loafers, and walking shoes, built on FitFlop's Dynamicush and Microwobbleboard comfort technologies for everyday wear, commuting, work, and occasion use.
- Men's Footwear Collection Men's footwear including sneakers, slides, and sandals designed for comfort and style, featuring FitFlop's iQushion cushioning technology for everyday wear.
- Kids Footwear Collection Children's footwear designed with comfort features for young wearers.
- Fitflop x Keith Haring Collaboration Artist collaboration collection featuring Keith Haring artwork applied to FitFlop's comfort footwear silhouettes, such as the GenFF Fisherman Sandals.
- Recovery Sandals Collection Women's sandals designed for post-activity recovery with enhanced comfort and support features.
Quantifiable outcome
- Biomechanically tested designs proven to provide all-day comfort
Companies that use FitFlop
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
FitFlop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FitFlop partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Samsung C&T FashioncoreFitFlop signed a distribution deal with Samsung C&T Fashion for Korean market expansion. The partnership includes opening standalone concept stores and premium shop-in-shop locations across major department stores. The company opened its first standalone concept store at Starfield Suwon Mall in Gyeonggi Province and plans to expand to 30 standalone stores nationwide.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
FitFlop competitors and assessment
Company assessmentDirect peers
- Birkenstock: Premium comfort footwear brand best known for contoured footbed sandals. Directly comparable to FitFlop on comfort-engineered positioning, premium pricing, and women's and men's sandal and closed-toe collections.
- Crocs: Global comfort footwear brand with proprietary Croslite cushioning technology and a broad casual footwear assortment. Comparable to FitFlop in technology-led comfort positioning, multi-channel distribution, and inclusive men's, women's, and kids lines.
- Vionic: Comfort footwear brand built around podiatrist-designed orthotic footbeds with APMA recognition. Directly comparable to FitFlop in biomechanical comfort positioning, women's and men's lines, and premium price point.
- OOFOS: Recovery-focused footwear brand using proprietary OOfoam cushioning technology, with sandals, slides, and closed-toe styles. Comparable to FitFlop's recovery sandal collection and proprietary cushioning technology approach.
- Teva: Iconic comfort sandal and footwear brand offering sport, casual, and recovery styles with grip and cushioning features. Comparable to FitFlop in women's and men's sandal, slide, and walking categories.
- Chaco: Outdoor comfort sandal and footwear brand known for LUVSEAT footbed and adjustable strap sandals. Comparable to FitFlop in women's and men's sandal categories and footbed-driven comfort technology.
- Dr. Scholl's Shoes: Mass-market comfort footwear brand with podiatrist-inspired insoles and biomechanics-backed positioning. Comparable to FitFlop on foot-health credibility, women's comfort focus, and accessible-to-mid-tier pricing strategy.
Broad incumbents
- Skechers: Large global footwear company offering comfort, walking, casual, and performance lines at accessible price points. Comparable as a competing comfort footwear brand with multi-channel distribution and significant marketing scale.
- Ecco: Danish global footwear brand with vertically integrated manufacturing and comfort technology across casual and walking categories. Comparable to FitFlop on global multi-channel distribution, premium positioning, and proprietary comfort features.
Emerging players
- Hoka One One: Performance comfort footwear brand with maximalist cushioned midsoles, expanding from running into lifestyle, walking, and recovery. Comparable to FitFlop on cushioning-led brand storytelling and growing crossover between performance and lifestyle wear.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FitFlop social profiles
Digital presenceFitFlop compliance and trust
Trust signalCompliance1 record
FitFlop financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitFlop leadership team
Management profileNumber of profiles
Profiles8 records
FitFlop subsidiaries and ownership
Company hierarchySubsidiaries3 records
FitFlop funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitFlop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FitFlop
What does FitFlop do?
FitFlop designs, develops, and sells biomechanically engineered comfort footwear for men, women, and kids, including sandals, sneakers, slides, flats, loafers, mules, platforms, and recovery sandals. The brand combines proprietary comfort technologies — Dynamicush™ cushioning, Microwobbleboard™ triple-density midsoles, and iQushion™ — with fashion-forward design. Products are sold directly via four global e-commerce sites (Canada, EU, UK, US) and through a worldwide network of distributors, department store shop-in-shops, and retail partners.
Is FitFlop a public or private company?
FitFlop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FitFlop founded?
FitFlop was founded in 2007. It employs 251 to 500 people.
Where is FitFlop based?
FitFlop is headquartered in White Plains, United States, in the North America region.
How does FitFlop make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Distribution and retail Store Sales.
Who are FitFlop's main competitors?
Direct peers on record are Birkenstock, Crocs, Vionic, OOFOS, Teva, Chaco and Dr. Scholl's Shoes. Broad incumbents are Skechers and Ecco. Hoka One One is listed as an emerging player.
Does FitFlop have an API?
No public API is recorded for FitFlop.
What industry is FitFlop in?
FitFlop's product category is Comfort Footwear. Its primary akta.pro industry code is CRAAACAG, Comfort, Orthopedic & Medical Footwear, with a secondary code of CRAAACAB, Casual & Lifestyle Footwear. Its NAICS code is 3162 and its SIC code is 3140.