Name

Serafini

Legal name

ROYAL TRADING S.R.L.

Website

https://serafinisport.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

Serafini is a four-generation Italian family-owned footwear brand (Royal Trading S.r.l.) founded in 1932 in Arezzo, manufacturing and distributing sneakers across six core collections plus special projects via DTC e-commerce, physical retail, and B2B wholesale in 15+ countries.

Ownership category

akta.pro rank

Product category

Premium Sneaker Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Casual & Lifestyle Footwear (CRAAACAB)

akta.pro secondary industries

Luxury & Designer Footwear Retail (CRAAADAH), Athletic Footwear & Sport Apparel Retail (CRAMABAC), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

Keywords

• Made in italy footwear
• Premium sneakers
• Italian shoemaking
• Casual leather sneakers
• Family footwear brand

Headquarters

HQ city

Arezzo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Product Sales: Serafini generates revenue through direct sales of its sneaker and footwear collections via their e-commerce store and physical retail locations. The brand sells six main collections (Etoile, Sport, Luxury, Times, Advanced, Junior) plus special projects (Manhattan, Performance) targeting men, women, and children.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Serafini designs, manufactures, and distributes Italian-made premium sneakers and casual footwear across six core collections (Etoile, Sport, Luxury, Times, Advanced, Junior) plus special projects (Manhattan, Performance). Sold direct-to-consumer through its e-store and physical retail, with B2B wholesale distribution to commercial partners in over 15 countries.

Product overview

Serafini is an Italian footwear and accessories brand founded in 1932, distributed by Royal Trading S.r.l. based in Arezzo, Tuscany. The brand offers seven distinct collections: Sport (unisex sneakers with vintage 70s inspiration), Luxury (premium sneakers with sophisticated materials), Times (men's leisure footwear), Etoile (women's contemporary fashion accessories), Advanced (Japanese-inspired experimental sneakers), Junior (children's colorful designs), and the special Manhattan project (women's wedge sneakers). The collections represent a broad product portfolio spanning sneakers, casual footwear, children's shoes, and fashion accessories, distributed across 15+ countries globally.

Differentiator

Problem solved

Functional benefit

Brands

• Etoile: Women's fashion line - contemporary and fun urbanwear accessories
• Sport
• Luxury
• Times
• Advanced
• Junior
• Manhattan
• Performance

Products and services

• Etoile (Women's Fashion Collection) Contemporary women's fashion collection featuring bright, fun urbanwear accessories and 24-hour lightweight colorful sneakers for style-conscious women.
• Sport (Unisex Sneaker Collection) Core unisex sneaker collection with vintage 1970s-inspired designs using mashups of materials, colors, embroidery, and contrasting styles; includes the iconic FLAT model.
• Luxury (Premium Sneaker Collection) Premium sneaker collection interpreting classic Serafini styles with premium materials, sophisticated colors, and authentic Made-in-Italy craftsmanship.
• Times (Men's Leisure Collection) Men's leisure sneaker line combining classic Italian tradition with English humor and contemporary color flashes.
• Advanced (Experimental Sneaker Collection) Experimental collection blending avant-garde and sport styles, including Japanese-inspired sneakers and trekking models made with technical fabrics and natural fibers.
• Junior (Children's Collection) Children's sneaker collection with happy, colorful, multicolor designs full of energy, including baby, school-age, and active kids' models.
• Manhattan (Special Project - Women's Wedge Sneakers) Special collection inspired by 1980s women's sneaker culture featuring 8cm invisible wedge designs in denim, python, leopard, cork, metallic, studded, and canvas variations.
• Serafini E-store Direct-to-consumer online store offering men's, women's, and junior Serafini collections with weekly news, new arrival updates, and offers.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Golden Goose: Italian luxury sneaker brand known for distressed, vintage-inspired casual sneakers sold at premium price points; directly comparable to Serafini's Italian heritage, Made-in-Italy production, and vintage aesthetic.
• Superga: Historic Italian casual sneaker brand with classic vulcanized rubber-sole sneakers; directly comparable to Serafini on Italian heritage, casual sneaker category, and multi-channel retail distribution.
• Autry Sneakers: Premium sneaker brand built on vintage 1980s tennis and running silhouettes with Italian design influence; directly comparable to Serafini Sport's vintage 70s-inspired unisex sneaker positioning and premium price point.
• Diadora: Italian heritage sportswear and sneaker brand with vintage athletic silhouettes and a heritage/lifestyle line; directly comparable to Serafini on Italian manufacturing heritage and crossover sport/casual positioning.
• Hogan: Italian luxury sneaker brand under the Tod's Group, specializing in premium casual and athleisure sneakers; directly comparable to Serafini Luxury collection on premium Italian materials, sophisticated positioning, and Made-in-Italy production.
• Common Projects: Premium minimalist sneaker brand positioned in the luxury price tier; directly comparable to Serafini on premium sneaker positioning, fashion-press presence, and DTC-led distribution.

Emerging players

• Veja: French premium sneaker brand with European manufacturing, sustainability narrative, and strong fashion-press distribution; comparable to Serafini on premium price tier, European craftsmanship story, and multi-channel DTC plus wholesale model.
• Axel Arigato: Scandinavian direct-to-consumer premium sneaker brand with a fashion-press profile and weekly product drops; partially comparable to Serafini on premium casual sneaker positioning, though anchored in DTC digital distribution rather than Italian heritage.

Broad incumbents

• Tod's: Italian luxury footwear and leather goods group with a broader portfolio including Hogan sneakers; a broader incumbent in the same Italian premium footwear category where Serafini competes at a smaller scale.
• New Balance: Global athletic and lifestyle sneaker brand with a strong heritage/lifestyle sub-line (e.g., 574, 990); a broader incumbent with overlapping lifestyle sneaker positioning and far larger scale and distribution reach than Serafini.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SerafiniShop
• Pinterestpinterest.com/serafinisport

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Serafini