Biti's

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.

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

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

• Footwear manufacturing
• Casual sports shoes
• Leather accessories
• Corporate uniform footwear
• Vietnam footwear brand

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices6 records

Markets served

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

1. 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).
2. 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.
3. 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).
4. 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.
5. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core 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

Named customers11 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

19 partnerships are on record, tiered minor and core.

• Best Western InternationalminorStrategic or Co-development PartnerPartnership 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 VietnamcoreChannel Partner/ Reseller/ DistributorB2B corporate client for uniform and work footwear procurement. Honda Vietnam purchases footwear for employee uniforms and work shoes.
• Yamaha Motor VietnamcoreChannel Partner/ Reseller/ DistributorB2B corporate client for uniform and work footwear procurement.
• VietinbankcoreChannel Partner/ Reseller/ DistributorB2B corporate client for employee uniform footwear.
• PepsiCo VietnamcoreChannel Partner/ Reseller/ DistributorB2B corporate client for employee uniform footwear.
• Panasonic VietnamcoreChannel Partner/ Reseller/ DistributorB2B corporate client for employee uniform footwear.
• VinpearlcoreChannel Partner/ Reseller/ DistributorMajor hospitality partner for hotel amenity slippers and guest footwear supply.
• InterContinental SaigoncoreChannel Partner/ Reseller/ DistributorHotel amenity slippers and guest footwear supply partner.
• VTCA (Vietnam Technology Communications Association)minorStrategic or Co-development PartnerPartnership 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)minorGTM or Marketing PartnerMedia partnership for brand visibility and content distribution.
• Kenh14minorGTM or Marketing PartnerYouth media channel partnership for content marketing and brand awareness.
• Decathlon VietnamminorStrategic or Co-development PartnerStrategic partnership in sports footwear market.
• TikicoreChannel Partner/ Reseller/ DistributorE-commerce marketplace distribution partnership for online sales.
• Lazada VietnamcoreChannel Partner/ Reseller/ DistributorE-commerce marketplace distribution partnership for online sales.
• Lotte VietnamminorChannel Partner/ Reseller/ DistributorDistribution partnership through Lotte's retail network.
• Co-opMartminorChannel Partner/ Reseller/ DistributorDistribution partnership through Co-opMart supermarket chain.
• Aeon VietnamminorChannel Partner/ Reseller/ DistributorDistribution partnership through Aeon mall retail network.
• ClarksminorStrategic or Co-development PartnerInternational footwear brand partnership for technology exchange and market insights.
• SpeedominorStrategic or Co-development PartnerInternational sports footwear and apparel partnership for sports market collaboration.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Broad 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

• Facebookfacebook.com/profile.php

Compliance6 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 Biti's