Diana Ferrari
Diana Ferrari is an Australian women's footwear retailer operating two brands — core Diana Ferrari (standard B-width) and Supersoft (wider C-width comfort) — selling boots, flats, heels, sandals, and sneakers via e-commerce and a national stockist network as part of Munro Footwear Group.
- Company typePrivate
- Founded-
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Diana Ferrari does
Diana Ferrari is an Australian women's footwear retailer that operates under Munro Footwear Group, a privately held Australian footwear conglomerate headquartered in Abbotsford, Victoria. The brand targets women seeking stylish yet comfortable footwear and sells directly to consumers through its e-commerce platform (dianaferrari.com.au) and a national network of physical stockists across Australia. Diana Ferrari Pty Ltd (ABN 55 168 313 595) owns the brand and licenses Australian Footwear Pty Ltd (ABN 40 168 259 210) to operate the website and trade as Diana Ferrari; both entities sit within Munro Footwear Group.
The product portfolio is organized around two brand lines: the core Diana Ferrari collection offering standard B-width elegant styles for work and occasions, and the Supersoft sub-brand offering wider C-width comfort footwear. Assortment spans boots, flats, heels, sandals, sneakers, loafers, wedges, Mary Janes, and slingbacks. Supersoft styles incorporate proprietary comfort technologies including cushioning footbeds, Hi Flex flexible soles for natural foot movement, built-in arch support, and APoda endorsement for foot health. Products are designed in Melbourne and constructed primarily from leather and suede; Diana Ferrari is a member of the Leather Working Group for responsible leather sourcing.
The business model is direct-to-consumer unit sales, with products priced between $39 and $230 AUD. Free delivery is offered on orders over $99 AUD and free 30-day returns on Australian orders. Payment options include Afterpay (4 interest-free installments), PayPal, Apple Pay, and major credit cards. Marketing is conducted through an email newsletter (10% off first purchase, monthly $300 prize draw), Instagram (@dianaferrariofficial), seasonal End of Season Sale events with discounts up to 71%, and a customer loyalty/rewards program. Diana Ferrari is privately held with no external investors and operates as one of several footwear brands within the broader Munro Footwear Group portfolio.
Diana Ferrari firmographics
Firmographics- Name
- Diana Ferrari
- Legal name
- Diana Ferrari Pty Ltd
- Website
- https://dianaferrari.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Diana Ferrari is an Australian women's footwear retailer operating two brands — core Diana Ferrari (standard B-width) and Supersoft (wider C-width comfort) — selling boots, flats, heels, sandals, and sneakers via e-commerce and a national stockist network as part of Munro Footwear Group.
- Ownership category
- akta.pro rank
Diana Ferrari industry classification
Industry- Product category
- Women's Footwear
- NAICS
- Shoe Retailers (45821)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Dress & Formal Footwear Retail (CRAAADAC)
Keywords
Where Diana Ferrari is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Diana Ferrari business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Footwear Sales: Direct-to-consumer retail sales of women's footwear through e-commerce website and physical retail stores/stockists. Products include boots, flats, heels, sandals, sneakers, loafers, Mary Janes, slingbacks, and wedges under the Diana Ferrari and Supersoft brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Diana Ferrari Collection - Standard width (B) fitting |
| Unit Pricing | Pay-as-you-go | Supersoft Collection - Wider width (C) fitting |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Diana Ferrari product offering
Product offeringCore offering
Diana Ferrari is an Australian direct-to-consumer retailer of women's footwear, operating two branded lines. The core Diana Ferrari range offers standard B-width shoes (boots, flats, heels, sandals, sneakers, loafers) designed in Melbourne for work and occasion wear. The Supersoft sub-brand offers wider C-width fitting shoes with comfort technology features such as cushioning footbeds, Hi Flex flexible soles, arch support, and APoda endorsement. Products are sold online through dianaferrari.com.au and through physical stockist retail stores across Australia, with free delivery on orders over $99 AUD and free 30-day returns.
Product overview
Diana Ferrari is an Australian women's footwear retailer operating two distinct brands: the core Diana Ferrari brand offering standard B-width elegant styles for work and occasions, and the Supersoft sub-brand offering wider C-width comfort-focused designs. Both brands are part of the Munro Footwear Group. The product portfolio spans boots, flats, heels, sandals, loafers, sneakers, wedges, Mary Janes, and slingbacks. Supersoft styles incorporate comfort technologies including arch support, Hi Flex flexible soles, and cushioning footbeds. Products are designed in Melbourne and available through online shopping and physical stockists across Australia.
Differentiator
Problem solved
Functional benefit
Brands
- Supersoft: A comfort-focused sub-brand by Diana Ferrari featuring wider fit (C width) footwear with innovative comfort technology including cushioning footbeds, flexible soles, and arch support. Products include boots, flats, heels, sneakers, and sandals designed for all-day comfort.
Products and services
- Diana Ferrari (core brand line) The primary Diana Ferrari brand offering women's shoes in standard B-width fitting. Features elegant, sophisticated styles designed for work and special occasions with classic silhouettes across boots, flats, heels, sandals, and sneakers.
- Supersoft (comfort sub-brand line) A comfort-focused sub-brand by Diana Ferrari offering women's shoes in wider C-width fitting. Features innovative comfort technology including cushioning footbeds, flexible soles, arch support, and soft-touch linings designed for all-day wear, covering boots, flats, heels, sneakers, and sandals.
- Boots Ankle boots and boot styles available in both Diana Ferrari (standard B-width) and Supersoft (wider C-width) collections. Features include leather construction, flexible wedge soles, ruched leather, and cushioned comfort for women seeking stylish boot footwear.
- Flats Ballet flats and casual flat shoes. Supersoft flats feature comfort cushioning and flexible forepart designs for natural foot movement throughout the day.
- Heels Heeled footwear including wedge heels, pumps, and elevated styles. Available in leather, suede, and patent leather with varying heel heights from low to high.
- Sandals Summer sandals including espadrille wedges, slide sandals, T-bar designs, and jewelled rope styles. Features include leather footbeds, woven straps, and platform wedge soles.
- Loafers Classic leather loafers with cushioned footbed and lightweight sole designs, primarily from the Supersoft collection for wider-fit comfort.
- Sneakers Casual leather sneakers featuring lace-up designs with side-zip convenience and decorative visible stitching.
- Wedges Wedge footwear including espadrille wedges, platform wedges, and wedge heels. Available in leather, suede, patent leather, and fabric materials.
- Mary Janes Classic Mary Jane style footwear with strap configurations, available in both Diana Ferrari and Supersoft brand collections.
- Slingbacks Slingback style footwear with back strap configurations, sold across the Diana Ferrari range.
Companies that use Diana Ferrari
Customer profileSegments2 records
Ideal customer profiles1 record
Diana Ferrari technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Diana Ferrari partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Leather Working GroupminorDiana Ferrari is a member of the Leather Working Group, an organization focused on responsible leather manufacturing practices and environmental standards in the leather supply chain.
Scale indicators1 record
Recent moves1 record
Expansion highlights4 records
Diana Ferrari competitors and assessment
Company assessmentDirect peers
- Wittner: Long-established Australian women's dress and work footwear retailer with comparable price points and product breadth (boots, heels, flats, sandals). Directly comparable in customer demographics (professional women), price band, and omnichannel retail model.
- Bared Footwear: Australian comfort-focused women's footwear brand built around orthotic-friendly footbeds and foot-health credentials. Direct peer on the comfort technology and foot-health positioning, with overlapping customer demographics.
- Mollini: Australian women's fashion footwear retailer selling heels, boots, flats, and sandals through a similar DTC and stockist model. Comparable in customer demographics, formality of assortment, and reliance on seasonal collections.
- FRANKIE4: Australian women's footwear brand built around podiatrist-designed comfort technology (including footbed support and fit systems) at a similar mid-premium price point. Closely comparable in target customer, comfort-led positioning, and Australia-centric DTC distribution.
Broad incumbents
- ECCO: Vertically integrated global footwear brand with strong comfort/wide-fit women's ranges and direct brand stores. Comparable comfort technology and leather construction, but operates at significantly larger scale globally.
- Clarks: Global footwear giant with a long-standing comfort and casual franchise, including women's dress, casual, and comfort ranges. Comparable in comfort product categories but a vastly broader portfolio across price points, geographies, and customer segments.
- Skechers: Global comfort and casual footwear giant whose women's ranges (Arch Fit, Relaxed Fit, wide fits) overlap directly with Supersoft. Compared on comfort credentialing but with far greater scale, marketing, and channel reach.
- Hush Puppies: Globally established casual/comfort footwear brand with Bounce, Contour, and wide-fit lines that compete directly with Supersoft. Highly comparable comfort technology positioning but distributed globally across men's, women's, and kids'.
Others
- Styletread: Multi-brand women's footwear retailer also operating under Munro Footwear Group (sister entity to Diana Ferrari). Comparable in customer demographic, product assortment, and Australian DTC distribution, providing direct read-across on group-level synergies and shared services.
Emerging players
- Vionic: US-originated comfort footwear brand with podiatrist-designed footbeds (APMA-accepted) targeting women seeking style-meets-comfort. Closely comparable to Supersoft on foot-health credibility and fit technology, but earlier-stage in Australian market penetration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Diana Ferrari social profiles
Digital presenceDiana Ferrari compliance and trust
Trust signalCompliance4 records
Diana Ferrari financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diana Ferrari leadership team
Management profileNumber of profiles
Profiles1 record
Diana Ferrari funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diana Ferrari 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 Diana Ferrari
What does Diana Ferrari do?
Diana Ferrari is an Australian direct-to-consumer retailer of women's footwear, operating two branded lines. The core Diana Ferrari range offers standard B-width shoes (boots, flats, heels, sandals, sneakers, loafers) designed in Melbourne for work and occasion wear. The Supersoft sub-brand offers wider C-width fitting shoes with comfort technology features such as cushioning footbeds, Hi Flex flexible soles, arch support, and APoda endorsement. Products are sold online through dianaferrari.com.au and through physical stockist retail stores across Australia, with free delivery on orders over $99 AUD and free 30-day returns.
Is Diana Ferrari a public or private company?
Diana Ferrari is a private company. It is classified as corporate owned and is currently operating.
When was Diana Ferrari founded?
Diana Ferrari was founded in -1. It employs 11 to 50 people.
Where is Diana Ferrari based?
Diana Ferrari is headquartered in Melbourne, Australia, in the Oceania region.
How does Diana Ferrari make money?
One revenue line is on record: retail Footwear Sales.
Who are Diana Ferrari's main competitors?
Direct peers on record are Wittner, Bared Footwear, Mollini and FRANKIE4. Broad incumbents are ECCO, Clarks, Skechers and Hush Puppies. Styletread is listed as an others. Vionic is listed as an emerging player.
Does Diana Ferrari have an API?
No public API is recorded for Diana Ferrari.
What industry is Diana Ferrari in?
Diana Ferrari's product category is Women's Footwear. Its primary akta.pro industry code is CRAAADAC, Dress & Formal Footwear Retail. Its NAICS code is 45821 and its SIC code is 5661.