PEDRO

What PEDRO does

PEDRO (legal entity: PEDRO Group Pte Ltd) is a Singapore-headquartered fashion footwear and accessories brand founded in 2006 and operating as a subsidiary of the CHARLES & KEITH Group. The company designs, produces (via third-party manufacturing using primarily man-made materials), and sells women's and men's shoes, bags, and small leather goods/lifestyle accessories through a three-tier distribution network: 109 company-owned and franchisee-operated retail stores across 19 countries spanning Asia Pacific, the Middle East, Europe, North and South America, and Africa; an e-commerce storefront at pedroshoes.com shipping to over 50 country destinations; and franchise partner-operated outlets in markets where PEDRO does not own real estate. Its product portfolio is organised around named sub-collections such as ROAM, ARI, DEMI, JATTE, FLEET, NOVO, ALTITUDE, JONES, JAMES, TRAVIS, FLYNN, and the signature PEDRO ICON line anchored by the Jatte bag and Leather Ballerina Flats (priced from S$99.90).

Revenue is generated almost entirely through one-time retail transactions, supplemented by community and loyalty mechanisms (The PEDRO Edit creator programme, the New Gen student discount offering 10% year-round), an affiliate programme managed through Optimise Media, and experiential activations such as celebrity-fronted flagship openings and pop-ups (e.g., Pedro Oasis at Marina Bay Sands). The brand positions on a minimalist, gender-neutral design ethos — 'Effortless with a twist, Essential with a hint' — and has invested in flagship-grade retail experiences, including the Vietnam (2024), ION Orchard revamp (Dec 2024), and Sihanouk Boulevard Cambodia (Dec 2024) stores, plus cultural collaborations with figures such as FONKi, Fawn World, and Davika Hoorne.

Underlying technology is standard for a contemporary apparel retailer: a Demandware/Salesforce Commerce Cloud e-commerce platform with localised storefronts, GDPR/PDPA-compliant data handling, and FSC Recycled-certified packaging under the rePEDRO sustainability initiative; no proprietary AI/ML systems, public APIs, or developer platform offerings were disclosed. Customer segmentation is hybrid, focused primarily on fashion-conscious men and women aged roughly 18-40 across major Asian metros and selected international markets, with a dedicated student cohort and franchise partners as a secondary audience segment.

Name

PEDRO

Legal name

PEDRO Group Pte Ltd

Website

https://pedroshoes.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

PEDRO is a Singapore-headquartered fashion footwear and accessories brand founded in 2006 and part of the CHARLES & KEITH Group, selling men's and women's shoes, bags, and accessories through 109 retail stores across 19 countries plus the pedroshoes.com e-commerce platform, targeting fashion-conscious consumers.

Ownership category

akta.pro rank

Product category

Fashion Footwear and Accessories

NAICS

Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Casual & Lifestyle Footwear Retail (CRAAADAB)

akta.pro secondary industry

Casual & Lifestyle Footwear (CRAAACAB)

Keywords

• Contemporary footwear
• Fashion accessories
• Leather handbags
• Women's shoes
• Men's bags

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales - Footwear: PEDRO generates revenue through the sale of footwear products including women's and men's collections launched since 2006. Products are sold through owned retail stores, franchisee-operated stores, and e-commerce channels.
2. Retail Sales - Bags & Accessories: The brand offers comprehensive accessories collections including bags, belts, wallets, card holders, pouches, and lifestyle products for both genders, generating revenue through retail sales across all distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

PEDRO designs, manufactures and retails modern, minimalist fashion footwear, bags and accessories for men and women. Founded in 2006 as part of the Charles & Keith Group, the brand sells its own collections through 109 owned and franchise-operated stores across 19 countries and through the pedroshoes.com e-commerce platform, with signature lines including the PEDRO ICON Collection and the Jatte bag.

Product overview

PEDRO is a fashion footwear and accessories brand under the CHARLES & KEITH Group, founded in 2006. The company offers a unified portfolio of men's and women's collections spanning shoes, bags, and accessories through 109 global stores across 19 countries in Asia Pacific, Middle East, and the United States, plus an e-commerce platform. Women's offerings include sub-brands such as ROAM (shoes), ARI, DEMI, and JATTE (bags), while men's lines feature TRAVIS, FLYNN, ALTITUDE, JONES, and JAMES (bags). The signature PEDRO ICON collection represents timeless designs, with the Jatte bag as a flagship product. Additional offerings include the PEDRO Edit community membership program and the rePEDRO sustainability initiative featuring FSC Recycled packaging materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Shoes Footwear collection for women spanning heels, flats, sneakers, boots, sandals, ballerinas, pumps and mules, with named sub-collections such as ROAM, FLEET, NOVO and the PEDRO ICON line. Targets fashion-conscious women seeking versatile, modern wardrobe staples.
• Women's Bags Bag collection for women including tote bags, shoulder bags, crossbody bags, backpacks and mini bags, offered under named sub-collections including ARI, DEMI and the signature Jatte bag. Targets fashion-conscious women seeking modern everyday and occasion bags.
• Women's Accessories Accessories for women including belts, wallets, card holders, pouches and lifestyle items. Targets fashion-conscious women seeking coordinated finishing pieces.
• Men's Shoes Footwear collection for men including loafers, lace-ups, driving shoes, sneakers, sandals and boots, with named sub-collections such as NOVO, FLEET and ALTITUDE. Targets fashion-conscious men seeking versatile modern footwear.
• Men's Bags Bag collection for men including business bags, backpacks, tote bags, sling bags, belt bags and pouches, with named sub-collections TRAVIS, FLYNN, JONES and JAMES. Targets fashion-conscious men seeking modern work and travel bags.
• Men's Accessories Accessories for men including belts, wallets, card holders, travel accessories, pouches and lifestyle items. Targets fashion-conscious men seeking coordinated finishing pieces.
• PEDRO ICON Collection Signature sub-brand collection featuring timeless designs, including Leather Ballerina Flats in Black and Cognac colorways (sizes 35-41, priced at S$99.90). Targets consumers seeking PEDRO's most iconic, lasting designs.
• Jatte Bag Signature women's handbag available in multiple colorways (Silver, Pink, Chalk, Sky Blue, Camel, Black, Multi, and exclusive metallic blue). Central to the JATTE women's collection and flagship store launches.
• The PEDRO Edit Community Membership Community membership program for stylists, creatives and culture-shapers offering first looks at collections, exclusive activations, collaboration opportunities, birthday privileges, exclusive invites and member-only perks. Targets fashion-forward community members and brand advocates.
• rePEDRO Sustainability Initiative Sustainability program featuring responsibly sourced packaging including FSC Recycled certified paper bags and packaging boxes. Launched Summer 2020 to reduce environmental impact across PEDRO's retail and online operations.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, minor and core.

• FONKi (Khmer Artist)flagshipStrategic or Co-development Partner · 14 December 2024FONKi, a Montreal-based Khmer artist, collaborated with PEDRO to create installation art for the Sihanouk Boulevard flagship store in Cambodia. The artwork is a modern reimagining of traditional kbach motifs through a graffiti-inspired lens, bringing rhythm and fluidity to the space. The 'Elevation' sculpture draws inspiration from Angkor temple ornaments, symbolizing interplay between modernity and ancient Khmer art.
• Fawn World (Local Florist)minorStrategic or Co-development PartnerPEDRO collaborated with local florist Fawn World for the ION Orchard store redesign unveiling. The collaboration transformed the space into a botanical oasis featuring seasonal blooms and greenery, infusing warmth and elegance for the festive season. Fawn World is renowned for their innovative floral artistry.
• Local Artists (Vietnam)coreStrategic or Co-development PartnerPEDRO aims to forge partnerships with local artists in Vietnam, transforming flagship stores into vibrant hubs for cultural exchange and creative collaboration. The Vietnam flagship store doubles as a showcase for art installations, acting as catalysts for community involvement.
• Fashion and Lifestyle PublisherscoreChannel Partner/ Reseller/ DistributorPEDRO partners with upscale fashion and lifestyle websites, Key Opinion Leaders with great sense of style who enjoy travelling, and fashion content publishers with high traffic and healthy conversion rates. Affiliates place ads, banners, and links on their sites, accessing product feeds to promote key products. Commission is received on net sales.
• Optimise MediacoreChannel Partner/ Reseller/ DistributorOptimise Media serves as the affiliate platform for PEDRO's Asia Pacific operations. Fashion publishers and content creators sign up through Optimise to join the PEDRO Affiliate Program and promote products for commission on net sales.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Massimo Dutti: Massimo Dutti (Inditex group) is a global accessible-premium apparel, footwear, and accessories retailer with extensive international store and e-commerce presence, broadly competing for the same fashion-conscious wardrobe share as PEDRO.
• Jimmy Choo: Jimmy Choo is a global luxury footwear and accessories house with a broader premium positioning than PEDRO, but operates in the same fashion footwear and handbag category with global retail and e-commerce.
• Clarks: Clarks is a long-established global footwear brand and retailer with own-store and wholesale distribution across multiple regions, sitting in adjacent casual and lifestyle footwear categories to PEDRO.

Direct peers

• Aldo: Aldo is a global accessible-fashion footwear and accessories retailer with a large international store footprint and e-commerce, overlapping closely with PEDRO's casual and lifestyle footwear and bags positioning.
• Nine West: Nine West is a women's footwear and accessories brand selling heels, flats, boots, bags, and accessories through wholesale and e-commerce channels, directly comparable to PEDRO's women's footwear and accessories offering.
• Kurt Geiger: Kurt Geiger is a UK-headquartered fashion footwear and accessories retailer and brand with own-store and concession distribution, competing with PEDRO in accessible-luxury women's shoes, bags, and accessories.
• Steve Madden: Steve Madden is a global fashion footwear and accessories brand selling casual, dress, and trend-led shoes through owned retail, wholesale, and e-commerce, directly competing with PEDRO for the same fashion-conscious mid-market consumer.
• Dune London: Dune London is a fashion footwear and accessories brand and retailer with a strong UK and international store presence, competing directly with PEDRO in accessible-luxury women's and men's footwear and bags.
• Charles & Keith: Charles & Keith is the sister footwear and accessories brand under the same CHARLES & KEITH Group as PEDRO, targeting a similar fashion-conscious consumer with women's and men's shoes, bags, and accessories across global retail and e-commerce.
• Sam Edelman: Sam Edelman is a US-based accessible fashion footwear and handbag brand sold through department stores, specialty retailers, and e-commerce, targeting a similar fashion-conscious consumer to PEDRO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PedroShoes
• Instagraminstagram.com/pedroshoes_official
• Xx.com/pedroshoes

Compliance3 records

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 PEDRO