Novo Shoes

What Novo Shoes does

Novo Shoes Group Pty Ltd is an Australian specialty retailer of women's footwear, handbags, and accessories, operating under the Novo Shoes brand through more than 100 physical retail stores across Australia, a New Zealand regional subsidiary, and a direct-to-consumer e-commerce site (novoshoes.com.au). The assortment spans approximately 1,741+ SKUs across heels, boots, flats, sandals, handbags, and jewelry at price points from roughly $20 for entry-level accessories to $249.95 for premium leather boots under the L'Intervalle sub-brand. The target customer is a fashion-conscious Australian woman seeking trend-led, comfortable footwear for occasions ranging from office workwear to weddings and formal events; the company also serves verified students via a Student Beans discount partnership.

The company's commerce stack is a Magento-based e-commerce platform with integrated inventory management, order processing, and a points-based loyalty system (Novo Rewards). Fulfillment combines free standard shipping over $79.00, express shipping, and a free 2-hour Click & Collect service available at every Australian store, with Australia Post serving as the exclusive domestic courier. The customer experience is augmented by three buy-now-pay-later integrations (Afterpay, ZipPay, HUMM) and a tiered pricing architecture that ranges from manmade-material mid-tier to genuine-leather premium boots.

Revenue is generated almost entirely through one-time product sales across retail stores and e-commerce, supplemented by gift card issuance ($50-$200 denominations, three-year validity) and ancillary BNPL transaction fees. The business model is fashion-cycle-driven: collections are refreshed regularly with new seasonal styles and colorways, supported by 25%-off promotional discounts, influencer collaborations, and email/newsletters aimed at the Novo Rewards member base. The company is privately held under Novo Shoes Group Pty Ltd, headquartered in Melbourne with a distribution center in Brooklyn, VIC, and operates without disclosed venture capital, private equity backing, or public listing.

Name

Novo Shoes

Legal name

Novo Shoes Group Pty Ltd

Website

https://novoshoes.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Novo Shoes is an Australian specialty retailer of women's footwear, handbags, and accessories, operating 100+ retail stores across Australia and New Zealand alongside a Magento-based e-commerce site, serving fashion-conscious women with trend-led, comfort-focused styles from $20 to $250.

Ownership category

akta.pro rank

Product category

Women's Footwear Retail

NAICS

Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Casual & Lifestyle Footwear (CRAAACAB)

akta.pro secondary industries

Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Sustainable & Eco-Friendly Footwear (CRAAACAH), Luxury & Designer Footwear Retail (CRAAADAH)

Keywords

• Women's footwear
• Fashion accessories
• Retail footwear
• E-commerce footwear
• Bridal shoes

Headquarters

HQ city

Brooklyn

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Novo Shoes generates revenue primarily through one-time sales of women's footwear, handbags, and accessories. Products are sold at various price points ranging from approximately $20 for accessories to $250+ for premium leather boots, with regular promotional discounts including 25% off full-price items.
2. Retail Store Sales: Physical retail stores across Australia generate in-store revenue through direct customer purchases, with products also available for in-store returns of online orders (excluding sale items, clearance, Ipanema, and Exclusive Collection).
3. Gift Cards: Digital and physical gift cards sold in denominations from $50 to $200, valid for 3 years from purchase date, generating upfront revenue that is redeemed upon later product purchases.
4. Afterpay/ZipPay/HUMM Payment Plans: Partnership with buy-now-pay-later providers generates revenue through transaction fees and merchant charges when customers use these payment options at checkout.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Novo Shoes is an Australian women's footwear and accessories retailer that sells a broad assortment of trend-led and occasion-specific shoes (heels, boots, flats, sandals, bridal/clear heels), handbags, and fashion accessories through 100+ physical stores across Australia, a direct-to-consumer e-commerce store at novoshoes.com.au, and a parallel online operation in New Zealand. The catalogue mixes affordable manmade and vegan materials with premium leather pieces under its L'Intervalle sub-brand, supported by an in-house Novo Rewards loyalty programme, Click & Collect, gift cards, and buy-now-pay-later checkout options.

Product overview

Novo Shoes is an Australian women's footwear and accessories retailer offering a diverse product portfolio organized across multiple categories: heels, boots, flats, sandals, handbags, and accessories (jewellery, sunglasses). The core footwear collection includes signature styles like the OSHER Suede Boots (heeled boots with block heel and pointed toe), KAMI and DAGALI ankle boots, CHESTER ballet flats, IRMA and ICECREAM pumps, BALISTIC wedges, VERGE strappy heels, ZANDEE stilettos, PATTI diamante heels, WILDROSE wedge sandals, and ITASHI slingback pumps. Accessories include the ARYTON structured handbag line and jewellery pieces such as YARETZI, DUSTIN earrings and DOHA bangles. The company also features curated third-party brands L'Intervalle (premium leather boots) and Ipanema (sandals). Supplementary offerings include the Novo Rewards loyalty program, free Click & Collect at 100+ locations, and gift cards. Products are positioned as fashion-forward yet comfortable, with many items PETA-approved vegan.

Differentiator

Problem solved

Functional benefit

Products and services

• OSHER Suede Boots Suede heeled boots featuring a block heel and structured pointed toe, designed for all-day wear from office to evening. Available in Black Suede, Espresso Suede, and Biscoff Suede colorways.
• KAMI Ankle Boots Closed-toe ankle boots set on a structured profile with a 7.5cm block heel, wrap-around strap with metal ring detail, and zip-up fastening for ease.
• DAGALI Boots Ankle boot featuring subtle ruched detailing across the front of the foot with side zipper detail. Sits on a practical 4cm heel, crafted in smooth leather-look material, available in black, tan, and taupe tones.
• CHESTER Flats Softly squared closed-toe ballet flats with faux fur texture and low 1.2cm heel for day-long comfort. PETA-approved vegan. Available in Animal Print, Black Crinkle Patent, and Black Suede.
• ICECREAM Heels Court pump featuring sling-back strap and pointed-toe silhouette on a flattering 6.5cm block heel. Crafted in soft microsuede material, available in black, nude, and ocelot tones.
• IRMA High Heels Pointed-toe pump with slingback strap featuring a 7cm heel for height without compromising comfort. Clean, minimal profile transitions from desk to dinner. PETA-approved vegan.

Quantifiable outcome

• Free standard shipping on orders over $79.00
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Student BeansminorGTM or Marketing PartnerNovo Shoes partners with Student Beans to offer exclusive student discounts to verified students, providing a discount program that helps attract price-conscious younger customers.
• AfterpaycoreChannel Partner/ Reseller/ DistributorAfterpay is integrated as a payment option at checkout, allowing customers to buy now and pay later in installments. This partnership drives conversion and average order value by making higher-priced items more accessible.
• ZipPaycoreChannel Partner/ Reseller/ DistributorZipPay payment integration enables flexible purchasing options for customers, supporting the buy-now-pay-later model alongside Afterpay.
• HUMMcoreChannel Partner/ Reseller/ DistributorHUMM provides additional buy-now-pay-later functionality; note that HUMM orders cannot be refunded in-store per policy.
• Australia PostcoreChannel Partner/ Reseller/ DistributorAustralia Post is the exclusive courier service for all Australian orders, handling standard and express delivery shipments from the Melbourne distribution center.
• IpanemaminorChannel Partner/ Reseller/ DistributorIpanema is a footwear brand sold through Novo Shoes retail and online channels, with selected styles excluded from in-store returns per policy.
• L'IntervalleminorChannel Partner/ Reseller/ DistributorL'Intervalle is a premium footwear brand (sister brand to Novo) featured in the collection, with leather boots priced at $229.95-$249.95 featuring premium materials and genuine leather lining.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mathers (Mathers Shoes): Australian family footwear retailer with extensive store network across regional and metropolitan areas. Competes with Novo on broad footwear assortment and value positioning.
• Wittner: Australian specialty retailer of women's fashion footwear (heels, boots, flats) with both physical stores and e-commerce. Direct head-to-head competitor to Novo in the same price tier and target customer.
• Betts (Betts Group): Australian women's footwear and accessories retailer with a national store network and e-commerce presence. Overlaps directly with Novo in customer base and product categories.
• Tony Bianco: Australian footwear brand specializing in women's heels, boots, and occasion footwear with both DTC e-commerce and wholesale presence. Comparable in product mix and brand-positioning.
• Spendless Shoes: Australian footwear retailer operating a multi-brand, value-oriented model across family, women's, and men's footwear with national store footprint and e-commerce. Closely comparable in channel mix and product breadth.
• Rubi Shoes: Australian fashion footwear brand focused on trend-led women's shoes, operating own retail and wholesale. Direct comparable on positioning, price point, and target demographic.

Emerging players

• Charles & Keith: Singapore-based global fashion footwear and accessories brand with strong Australian retail presence and e-commerce. Competes with Novo on trend-led women's heels and handbags at comparable price points.

Broad incumbents

• Hype DC: Australian specialty footwear and apparel retailer with strong focus on sneakers and streetwear, plus women's fashion. Larger incumbent with adjacent product overlap.
• Seed Heritage: Australian premium women's fashion retailer offering clothing, footwear, and accessories. Overlaps with Novo on occasion and workwear footwear for the same customer profile.
• Platypus Shoes: Australian footwear retailer with a broad multi-brand assortment across casual, athletic, and fashion categories. Overlaps with Novo on women's fashion footwear selection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NovoShoes
• LinkedInlinkedin.com/company/v

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novo Shoes