Biti's
Biti's is a vertically integrated Vietnamese footwear and accessories manufacturer-retailer, founded in 1982, operating 5 factories and 100+ retail stores across all 63 Vietnamese provinces. It sells 1,841+ products under sub-brands including Biti's Hunter, Gosto, ÊMbrace, and Helio through DTC, e-commerce, B2B enterprise sales, and export to 40+ countries.
- Company typePrivate
- Founded1982
- HeadquartersHo Chi Minh City, Vietnam
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Biti's does
Biti's is a Vietnamese footwear and accessories manufacturer-retailer founded in 1982 by Vưu Khải Thành (legal name: Công Ty TNHH Sản Xuất Hàng Tiêu Dùng Bình Tiên), headquartered in Ho Chi Minh City. The company operates five owned factories utilizing EVA foam technology licensed from Taiwan since 1990 and produces footwear under multiple proprietary sub-brands: Biti's Hunter (performance sneakers), Gosto (premium women's leather footwear and accessories), ÊMbrace (women's fashion sandals), and Helio (youth/teen footwear). Across all sub-brands the catalog exceeds 1,841 SKUs spanning sports shoes, sandals, dress shoes, heels, ballet flats, first-walker children's shoes, slippers, bags, backpacks, wallets, and accessories, sold through 100+ owned retail stores across all 63 Vietnamese provinces, an official e-commerce site, a B2B portal, marketplace presence on Tiki and Lazada, and a dealer/franchise network.
The company's GTM spans direct-to-consumer retail, e-commerce, B2B enterprise sales, and dealer/wholesale distribution. B2B targets enterprises for uniform footwear, hotel/resort amenities, and gift voucher procurement; named accounts include Honda Vietnam, Yamaha Vietnam, Vietinbank, PepsiCo Vietnam, Panasonic Vietnam, Vinpearl, InterContinental Saigon, Caravelle Hotel, and multiple hospitals. Consumer pricing spans 199,000 VND (~$8) entry-level through 1,859,000 VND (~$75) premium Gosto handbags. A Biti's Loyalty mobile app supports a points-based retention program (1 point per 10,000 VND). Revenue is generated through one-time product sales across all channels.
Biti's remains family-owned (founder Vưu Khải Thành; CEO Vưu Lệ Quyên), privately held with 5,001-10,000 employees, no external funding rounds disclosed, and exports to 40+ countries. Differentiation rests on multi-decade Vietnamese brand equity, vertically integrated manufacturing, ISO 9001:2000 quality certification, Vietnam Value national brand designation, and offshoot investments in Sapaly Hotel Lao Cai and Sapaly Train. Customer-facing technology is limited: Haravan Enterprise platform for e-commerce, Kredivo BNPL at checkout, Grab 2-hour delivery in HCMC, and Google reCAPTCHA for account security, with a 2025 AI partnership announcement with VTCA being the most recent digital initiative.
Biti's firmographics
Firmographics- Name
- Biti's
- Legal name
- Công Ty TNHH Sản Xuất Hàng Tiêu Dùng Bình Tiên
- Website
- https://bitis.com.vn
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Biti's is a vertically integrated Vietnamese footwear and accessories manufacturer-retailer, founded in 1982, operating 5 factories and 100+ retail stores across all 63 Vietnamese provinces. It sells 1,841+ products under sub-brands including Biti's Hunter, Gosto, ÊMbrace, and Helio through DTC, e-commerce, B2B enterprise sales, and export to 40+ countries.
- Ownership category
- akta.pro rank
Biti's industry classification
Industry- Product category
- Footwear Manufacturing
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162), Footwear Merchant Wholesalers (424340), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.) (CRAAADAJ)
- akta.pro secondary industries
- Tennis & Court Footwear & Apparel Retail (CRAMACAG), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)
Keywords
Where Biti's is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices6 records
Markets served
Biti's business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales (Direct-to-Consumer): Revenue from selling footwear and accessories directly to consumers through owned retail stores and e-commerce website. Products include shoes, sandals, bags, wallets, and accessories across multiple brands (Biti's, Hunter, Gosto, Embrace, Helio).
- B2B Enterprise Sales: Corporate sales of uniforms, work footwear, hotel/resort amenities, and gift vouchers to enterprise clients. Includes custom logo printing for bulk orders.
- Dealer/Wholesale Distribution: Revenue from authorized dealers who purchase products in bulk at wholesale prices for retail sale. Minimum order requirements apply (120 million VND for cities, 80 million VND for provinces).
- Gift Voucher Sales: Sale of gift vouchers (phiếu quà tặng) in denominations of 200,000 VND, 300,000 VND, 500,000 VND, and 1,000,000 VND. Minimum order of 5,000,000 VND for B2B purchases.
- Loyalty Program Revenue: Revenue indirect from loyalty program that drives customer retention and repeat purchases through points accumulation (1 point per 10,000 VND spent) redeemable for discount coupons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Biti's main brand - Casual and sports footwear |
| Unit Pricing | Pay-as-you-go | Gosto premium women's brand - Fashion footwear and accessories |
| Unit Pricing | Pay-as-you-go | Hunter performance brand - Sports and outdoor footwear |
| Unit Pricing | Multi-year contract | Enterprise B2B gift vouchers |
| Unit Pricing | Pay-as-you-go | Promotional pricing campaigns |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
Biti's product offering
Product offeringCore offering
Biti's manufactures and sells footwear and accessories in Vietnam, directly and through retail. The product range covers sports shoes, sneakers, sandals, dress shoes, heels, ballet flats, slippers, children's first-walker shoes, plus bags, backpacks, wallets, and shoe care accessories, sold under sub-brands Biti's (core), Biti's Hunter, Gosto, Helio, and ÊMbrace. Distribution is through 100+ owned retail stores across all 63 provinces, the bitis.com.vn e-commerce site, a B2B portal, marketplace partnerships, and a dealer network.
Product overview
Biti's is a Vietnamese footwear and accessories company operating primarily as a product brand rather than a software platform. The core product portfolio consists of footwear (sneakers, sandals, dress shoes, heels, flats, children's shoes, slippers) and accessories (bags, backpacks, wallets, socks) across multiple sub-brands. The main sub-brands are Biti's Hunter (premium sneakers/athletic), Biti's Gosto (women's fashion footwear and leather accessories), Helio by Biti's (teen/youth fashion), and ÊMbrace (women's fashion sandals). The company also operates a B2B platform (b2b.bitis.com.vn) for corporate uniform footwear procurement and gift voucher sales, and a Biti's Loyalty mobile app for the consumer loyalty program. The core brand Biti's serves all segments (men, women, teens, children) with the widest product range. All sub-brands and product categories are sold through the same e-commerce website and store network, with each sub-brand targeting a distinct market segment.
Differentiator
Problem solved
Functional benefit
Brands
- Biti's Hunter: Main sneaker and sports footwear brand for men and women
- Gosto
- ÊMBRACE
- HELIO BY BITIS
Products and services
- Biti's Hunter Sneaker Line Premium sneaker and athletic sub-brand for men and women featuring EZ Fit cushioning, Nosew seamless construction, and contemporary styling; positioned as a higher-priced, innovation-led line above the core Biti's brand.
- Biti's Gosto Women's Fashion Footwear and Leather Accessories Contemporary women's fashion sub-brand offering stylish footwear (sandals, heels, dress shoes, flats) and leather accessories (bags, wallets) using premium materials including 100% genuine leather with proprietary finishing.
- Helio by Biti's Teen Footwear Youth and teen-focused sub-brand targeting teen customers (primarily female) with trendy, fashion-forward footwear at accessible price points featuring contemporary designs with playful aesthetics.
- ÊMbrace by Biti's Women's Fashion Sandals Women's fashion sub-brand offering stylish sandals and heeled footwear with refined design details and chain accessories, targeting fashion-conscious women seeking elegant everyday options.
- Biti's Hunter 4All Sandal Versatile all-gender sandal under the Hunter sub-brand with durable materials priced at 515,000 VND, designed for multiple occasions.
- Biti's B2B Enterprise Platform Dedicated B2B e-commerce platform at b2b.bitis.com.vn serving enterprise customers for bulk purchasing of uniform footwear, occupational shoes, hotel/resort slippers, gift vouchers, and custom logo imprinting, with direct sales representative support.
- Biti's Loyalty App Mobile loyalty application enabling customers to earn points on purchases (1 point per 10,000 VND), redeem discount coupons, track purchase history, receive birthday promotions, and scan QR codes at point-of-sale for instant point accumulation.
- Biti's Gift Vouchers Prepaid gift vouchers in denominations of 200,000 VND, 300,000 VND, 500,000 VND and 1,000,000 VND redeemable across the Biti's store and website network with 3-6 month validity; available for purchase through the B2B platform with a minimum order of 5,000,000 VND for corporate gifting.
- Biti's Esoft Clog and Platform Footwear Women's clog and platform footwear sub-line featuring EVA foam soles with elevated height designs, comfort-focused platform soles and contemporary styling.
Quantifiable outcome
- Products exported to 40+ countries worldwide
- +2 more outcomes
Companies that use Biti's
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles2 records
Biti's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Biti's partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered minor and core.
- Best Western InternationalminorPartnership for hotel management and operations. Biti's invested in Sapaly Hotel Lao Cai (4-star hotel) which is managed by Best Western. This represents diversification beyond core footwear business.
- Honda VietnamcoreB2B corporate client for uniform and work footwear procurement. Honda Vietnam purchases footwear for employee uniforms and work shoes.
- Yamaha Motor VietnamcoreB2B corporate client for uniform and work footwear procurement.
- VietinbankcoreB2B corporate client for employee uniform footwear.
- PepsiCo VietnamcoreB2B corporate client for employee uniform footwear.
- Panasonic VietnamcoreB2B corporate client for employee uniform footwear.
- VinpearlcoreMajor hospitality partner for hotel amenity slippers and guest footwear supply.
- InterContinental SaigoncoreHotel amenity slippers and guest footwear supply partner.
- VTCA (Vietnam Technology Communications Association)minorPartnership announced in 2025 for AI technology collaboration - 'BITI'S x VTCA | CÙNG NHAU MỞ CÁNH CỬA AI' (Together Opening the Door to AI).
- HTV (Đài Truyền hình TP.HCM)minorMedia partnership for brand visibility and content distribution.
- Kenh14minorYouth media channel partnership for content marketing and brand awareness.
- Decathlon VietnamminorStrategic partnership in sports footwear market.
- TikicoreE-commerce marketplace distribution partnership for online sales.
- Lazada VietnamcoreE-commerce marketplace distribution partnership for online sales.
- Lotte VietnamminorDistribution partnership through Lotte's retail network.
- Co-opMartminorDistribution partnership through Co-opMart supermarket chain.
- Aeon VietnamminorDistribution partnership through Aeon mall retail network.
- ClarksminorInternational footwear brand partnership for technology exchange and market insights.
- SpeedominorInternational sports footwear and apparel partnership for sports market collaboration.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Biti's competitors and assessment
Company assessmentBroad incumbents
- Anta Sports: Largest Chinese sportswear brand with multi-brand portfolio (Anta, FILA, Descente), integrated manufacturing, and pan-Asian retail footprint. Comparable as a broader incumbent in Asia footwear and a model for Biti's potential scale.
- Pou Sheng International: Major Asian footwear manufacturer-distributor and operator of sports retail banners across Greater China and Southeast Asia. Comparable as a vertically integrated footwear manufacturer with retail scale across Asia.
- Li-Ning: Leading Chinese sportswear and footwear company with national-brand positioning similar to Biti's role in Vietnam. Comparable as a regional mass-market incumbent operating across athletic and casual footwear categories.
Direct peers
- Havaianas: Iconic sandal and casual footwear brand with strong value-tier brand equity, single-product focus, and global expansion success. Comparable to Biti's Dép (flip-flop/slipper) and Hunter sandal lines in category and positioning.
- Clarks: Long-heritage footwear brand focused on comfort and casual shoes at mid-tier pricing. Listed as a Biti's partnership reference, and comparable in category mix (comfort, dress, casual) to Biti's core and Gosto lines.
- Bata: Bata is a global mass-market footwear manufacturer and retailer with similar long heritage, vertically integrated production, multi-brand portfolio, and value-tier positioning across emerging markets. Closest like-for-like peer for Biti's in business model and customer profile.
- Geox: Italian footwear brand with proprietary comfort/breathability technology and broad casual/dress range. Comparable to Biti's Gosto and core lines in mid-tier positioning and emphasis on functional comfort technology.
- Decathlon: Global sporting goods and footwear retailer with private-label manufacturing and value pricing across athletic categories. Already named in Biti's partnership data, signaling direct overlap in sports-footwear consumer base in Vietnam.
- Skechers: Mass-market athletic and comfort footwear brand with broad retail distribution and value-to-mid-tier pricing. Directly comparable to Biti's Hunter sub-brand in target customer (everyday comfort and casual athletic footwear).
Regional players
- Liberty Shoes: Long-established Indian mass-market footwear manufacturer-retailer with multi-brand portfolio and nationwide retail presence. Highly comparable to Biti's in heritage, ownership structure, vertical integration, and emerging-market value positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Biti's social profiles
Digital presenceBiti's compliance and trust
Trust signalCompliance6 records
Biti's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biti's leadership team
Management profileNumber of profiles
Profiles1 record
Biti's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biti's 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 Biti's
What does Biti's do?
Biti's manufactures and sells footwear and accessories in Vietnam, directly and through retail. The product range covers sports shoes, sneakers, sandals, dress shoes, heels, ballet flats, slippers, children's first-walker shoes, plus bags, backpacks, wallets, and shoe care accessories, sold under sub-brands Biti's (core), Biti's Hunter, Gosto, Helio, and ÊMbrace. Distribution is through 100+ owned retail stores across all 63 provinces, the bitis.com.vn e-commerce site, a B2B portal, marketplace partnerships, and a dealer network.
Is Biti's a public or private company?
Biti's is a private company. It is classified as family owned and is currently operating.
When was Biti's founded?
Biti's was founded in 1982. It employs 5,001 to 10,000 people.
Where is Biti's based?
Biti's is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Biti's make money?
Five revenue lines are on record. Retail Sales (Direct-to-Consumer) is the primary driver. The others are B2B Enterprise Sales, dealer/Wholesale Distribution, gift Voucher Sales and loyalty Program Revenue.
Who are Biti's's main competitors?
Broad incumbents on record are Anta Sports, Pou Sheng International and Li-Ning. Direct peers are Havaianas, Clarks, Bata, Geox, Decathlon and Skechers. Liberty Shoes is listed as a regional player.
Does Biti's have an API?
No public API is recorded for Biti's.
What industry is Biti's in?
Biti's's product category is Footwear Manufacturing. Its primary akta.pro industry code is CRAAADAJ, Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.), with a secondary code of CRAMACAG, Tennis & Court Footwear & Apparel Retail. Its NAICS code is 45821 and its SIC code is 5661.