Wishin

What Wishin does

Wishin, legally Wishin Confecções Calçados e Acessórios LTDA, is a Brazilian women's footwear and accessories brand founded in 2011 by two sisters and led today by CEO Anna Shin. The company designs, sources, and sells leather footwear (mocassins, oxfords, sapatilhas/ballet flats, boots, sandals, sneakers, clogs), handbags in small, medium, and large sizes, and complementary accessories (wallets, belts, socks), plus a 'Eu Cuidado do Meu Sapato' care line that includes cleaners, polishes, waterproofing spray, gel insoles, and heel adjustment pads. All products are produced in Brazil and positioned around a 'designed by women for women' comfort-and-style narrative, with the brand name itself fusing the English word 'wish' with the Korean surname 'Shin' (a phonetic nod to the verb 'to put on shoes' in Korean).

The commercial operation is a hybrid DTC model. Wishin runs an owned e-commerce storefront on the Nuvemshop platform (wishin.com.br) with payment methods including credit card, Pix, and Boleto and installment options up to 6x without interest; it also operates five physical retail stores—four in São Paulo (MorumbiShopping, Itaim, Campos Elísios, Pinheiros) and one in Belo Horizonte—with in-store pickup for online orders, and ships nationally via Correios and third-party carriers with international delivery handled on request. Pricing is unit-based and ranges roughly R$59.90 for small accessories up to R$769.90 for premium leather footwear and bags, with no subscription or recurring model. Reach is documented as primarily Brazilian; press coverage and distribution remain concentrated in São Paulo and Belo Horizonte, with international demand served informally rather than through dedicated localization.

Revenue is generated almost entirely through one-time retail sales of proprietary footwear and accessories, with marketing driven by a multi-channel mix: owned social (Instagram, Pinterest, TikTok, WhatsApp), the Squad Creators affiliate/influencer program on Flip.net.br, blog and email marketing, PR through Viragem press agency, and event presence (Festival Fashion Meeting). The company is privately held with no disclosed external funding or parent entity, is operationally headquartered in Extrema, Minas Gerais, and has stated projected 2026 revenue of R$69 million.

Name

Wishin

Legal name

Wishin Confecções Calçados e Acessórios LTDA

Website

https://wishin.com.br

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Wishin is a Brazilian direct-to-consumer women's footwear and accessories brand, founded in 2011 and led by CEO Anna Shin, selling leather shoes, handbags, wallets, belts, and a proprietary shoe-care line through wishin.com.br and five owned stores in São Paulo and Belo Horizonte.

Ownership category

akta.pro rank

Product category

Women's Fashion Footwear and Leather Accessories

NAICS

Shoe Retailers (45821), Footwear Manufacturing (3162), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661), Leather & Leather Products (3100), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAAACAI

Luxury & Designer Footwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

SECONDARYCRAAADAG

Comfort, Orthopedic & Medical Footwear Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Retail

SECONDARYCRAAADAL

Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care)

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Retail

SECONDARYCRADAKAL

Shoe & Leather Care (Polishes, Protectants, Cleaners)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

SECONDARYCRAKAEAA

Leather Handbags & Totes

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

SECONDARYCRAKAEAB

Small Leather Goods (Wallets, Cardholders, Keyholders)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

Keywords

• Women's leather footwear
• Brazilian fashion brand
• Leather handbags
• Footwear care products
• Women's accessories

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail footwear and accessories sales: Wishin generates revenue primarily through direct sales of footwear (calçados), bags (bolsas), and accessories. Products are sold through company-owned e-commerce and physical retail stores at various price points ranging from approximately R$60 to R$770.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Wishin designs, manufactures, and sells Brazilian-made leather footwear (mocassins, oxfords, ballet flats, boots, sandals, sneakers, clogs, flats), leather handbags in small/medium/large sizes, women's accessories (wallets, leather belts, socks), and a footwear care product line (cleaners, polishes, waterproofing sprays, gel heel protectors, insoles). Products are sold directly to consumers through the wishin.com.br e-commerce site and 5 company-owned physical retail stores across São Paulo and Belo Horizonte.

Product overview

Wishin is a Brazilian fashion footwear and accessories brand founded in 2011 by two sisters, specializing in leather footwear, bags, and care products. The company operates as an e-commerce platform and physical retail chain with 5 stores in São Paulo and Belo Horizonte. The product portfolio centers on footwear (Calçados) including mocassins, oxfords, ballet flats, boots, sandals, clogs, and tratorado styles; bags (Bolsas) in small, medium, and large sizes; and accessories including wallets, belts, socks, and footwear care products. The footwear care line (Eu Cuidado do Meu Sapato) includes leather cleaners, polishes (Muss Plus, Muss Express), waterproofing sprays, heel protectors, insoles, and adjustment pads. Products are manufactured in Brazil with an emphasis on comfort, timeless design, and craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Footwear (Calçados) Brazilian-made leather footwear for women spanning daily, work, and occasion wear. The range includes Botas (boots), Mocassins/Oxfords/Loafers, Tênis (sneakers), Sapatilhas/Boneca (ballet flats), Sandálias (sandals), Clog/Mule, Flat, Flatform, and Tratorado styles, designed with an emphasis on comfort and timeless styling. Priced approximately R$298.90–R$769.90.
• Leather Bags (Bolsas)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Instituto ProteaminorOthers · 1 October 2025October Rosa campaign partnership where Wishin donates 50% of the value of Mini Veg bag sales to Instituto Protea, supporting breast cancer awareness and research.
• Flip.net.br (Flip)minorGTM or Marketing PartnerFlip.net.br is the platform provider for the Squad Creators affiliate program, enabling influencers to create and track their referral links for the Wishin brand.
• Viragem Press AgencyminorGTM or Marketing PartnerPress agency handling Wishin's media relations and communications, managed by Viviane Romano with contact at (11) 99971-8080.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Vulcabras|Azaleia: Brazilian footwear manufacturer and brand operator at scale (Olympikus, Under Armour licensing in Brazil). Comparable as a Brazilian-made footwear player; relevant for potential M&A and competitive benchmarking.
• Farm Rio: Brazilian lifestyle/fashion brand with physical retail in premium malls and strong e-commerce. Comparable as a Brazilian premium-accessible fashion brand with similar omnichannel DNA and São Paulo/Rio retail footprint.

Direct peers

• Dafiti: Brazilian online footwear and fashion marketplace. Comparable as Wishin's main e-commerce competitor for mid-range women's shoes and bags, especially relevant given Wishin's Nuvemshop-based digital stack.
• Arezzo&Co: Brazil's largest women's footwear specialty group (Arezzo, Schutz, Anacapri, Fiever, Alexandre Birman). Directly comparable mid-to-premium price band, multi-brand women's footwear focus, and overlapping physical retail + e-commerce model.
• Schutz: Brazilian contemporary women's footwear brand, also part of Arezzo&Co group, competing in the same premium-accessible price band and shopping-mall retail format as Wishin.
• Zattini: Brazilian online shoe and accessories retailer with broad assortment at competitive pricing. Competes directly with Wishin's e-commerce channel for the same mid-range women's footwear customer.
• Carmen Steffens: Brazilian women's footwear and accessories brand with mall-based retail and e-commerce. Overlaps directly with Wishin on price band, female target customer, and broad footwear-plus-accessories assortment.
• Havaianas: Brazilian footwear brand with national retail footprint and broad e-commerce. Competes for the same Brazilian women's footwear wallet share, particularly in casual/sandal categories that overlap with Wishin's assortment.
• Melissa: Iconic Brazilian women's footwear brand (sandals, flats, occasion shoes) with similar price points, broad physical retail footprint, and lifestyle-brand positioning. Closest direct competitor in the Brazilian mid-range women's footwear segment.

Regional players

• Animale: Brazilian contemporary women's fashion brand. Comparable premium-accessible positioning, mall-based retail, and women-target customer, though broader apparel focus rather than footwear specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wishin
• YouTubeyoutube.com/@wishin
• Facebookfacebook.com/amowishin
• LinkedInlinkedin.com/company/wishin
• Instagraminstagram.com/wishin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wishin