Foot

What Foot does

Foot (legal name Foten, trading as Foten.se) is a privately-held Swedish specialty retailer and orthopedic clinic operator headquartered in Tranås, Sweden. Founded over 20 years ago, the company combines four physical clinic-stores in Tranås, Kalmar, Linköping, and Jönköping with a direct-to-consumer e-commerce webshop. Its core offering is a foot analysis service (digital scanning, gait and pressure assessment) that feeds an in-house orthopedic workshop producing custom 1-, 2-, and 3-component insoles, paired with a curated catalog of comfortable and orthopedic shoes from brands such as Gabor, Saucony, New Balance, Hoka, Brooks, and Clarks. The company reports treating approximately 2,500 patients annually across a broad set of conditions including Hallux Valgus, heel spurs, overpronation, fallen arches, diabetic and rheumatic foot, and sports-related injuries.

The underlying technology stack is centered on digital foot scanning and 3D imaging used to design and manufacture custom orthotics in-house with a roughly two-week lead time, supported by a TimeCenter appointment booking system and a Shopify-based e-commerce platform with Klarna and major card/wallet payment integrations. The company also sells shoe care accessories and offers condition-specific sub-lines (Hallux Valgus shoes, heel spur shoes, extra-wide fits). The business is bootstrapped and owner-operated under CEO/owner Joacim Golander, with no disclosed external funding, and was recognized as Branchvinnare 2023 (Industry Winner 2023) in the orthopedic shoe retail category.

Foten's revenue model is unit-priced retail plus a professional services component: insole sales at SEK 2,000–2,100 per pair, shoes at SEK 300–3,500 per pair, and foot analysis as a paid service typically bundled with downstream product purchases. Customer segments are B2C and fall into four primary use-cases: orthopedic foot patients, comfort/health-conscious shoe buyers, special medical-need customers (diabetic, rheumatic), and active/walking enthusiasts. The company operates exclusively in Sweden, with a 4-store regional footprint that doubles as a clinical service network, and a webshop that supports both home delivery and in-store pickup.

Name

Foot

Legal name

Foten

Website

https://foten.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Foot (Foten) is a Swedish specialty retailer and orthopedic clinic that operates four clinic-stores and an e-commerce site, providing foot analysis, custom-made orthopedic insoles manufactured in-house, and a curated catalog of comfort and orthopedic shoes to roughly 2,500 patients annually across Sweden.

Ownership category

akta.pro rank

Product category

Orthopedic Footwear & Custom Insoles

NAICS

Shoe Retailers (45821), Footwear Manufacturing (3162), Offices of Podiatrists (621391)

SIC

Retail-Shoe Stores (5661), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Footwear, (No Rubber) (3140)

akta.pro primary industry

Comfort, Orthopedic & Medical Footwear (CRAAACAG)

akta.pro secondary industries

Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG), Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom) (IMAOAIAI), Foot & Ankle (HLAKALAG)

Keywords

• Orthopedic footwear retail
• Custom orthopedic insoles
• Foot analysis services
• Comfortable walking shoes
• Orthopedic clinic services

Headquarters

HQ city

Tranås

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Orthopedic Insoles: Production and sale of individually customized orthopedic insoles. Options include 1-component, 2-component, and 3-component insoles with different hardness grades. Insoles are made for each person's individual needs with right and left foot made separately.
2. Orthopedic and Comfortable Shoes: Sale of wide range of comfortable and orthopedic shoes for both women and men. Products include walking shoes, running shoes, sandals, dress shoes, and shoes for specific conditions like Hallux Valgus and heel spurs. Prices range from budget options to premium brands.
3. Foot Analysis Services: Professional foot analysis service that includes digital scanning, gait analysis, and consultation. Analysis takes approximately 1 hour and leads to recommendations for custom insoles or appropriate footwear.
4. Shoe Accessories: Sale of shoe care products including shoe cream, brushes, heel grips, and protective products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Foot (Foten) is a Swedish orthopedic clinic and shoe retailer that provides professional foot analysis using digital scanning and 3D imaging, manufactures custom orthopedic insoles in its own orthopedic technical workshop, and sells a curated range of comfortable and orthopedic shoes for men and women. The company combines in-person consultations at four Swedish clinic-stores with an e-commerce storefront, treating approximately 2,500 customers annually across conditions such as Hallux Valgus, heel spurs, pronation, fallen arches, and diabetes/rheumatism-related foot needs.

Product overview

Foten is a Swedish orthopedic shoe retailer and clinic that combines a physical and online shoe store with an orthopedic analysis service. The core offering consists of custom-made orthopedic insoles (Ortopediska Inlägg) manufactured in their own orthopedic technical workshop, paired with professional foot analysis services (Fotanalys). The product portfolio centers on a wide range of comfortable and orthopedic shoes for both women (Damskor) and men (Herrskor), organized into sub-categories including Walking, Running, Sandals, Orthopedic, Formal (Dressat), Casual (Fritid), Extra Wide, and specialized lines for conditions like Hallux Valgus and heel spurs. The company also offers shoe care accessories. All shoes feature removable insoles to accommodate their custom orthotics, and the business operates both online and through physical clinics in Kalmar, Linköping, Jönköping, and Tranås.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Orthopedic Insoles (Ortopediska Inlägg)

Quantifiable outcome

• Approximately 2,500 customers treated annually with orthopedic problems
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Good Feet Store: Specialty retail chain focused on custom-fitted arch supports and comfort/orthopedic footwear, with in-store foot measurement and assessment. Operates a similar 'analysis + custom insole + shoe' customer journey as Foten.
• Lucky Feet Shoes: US comfort and orthopedic footwear retailer that pairs professional foot assessments with custom orthotics and a multi-brand comfort shoe assortment, operating physical stores comparable in scope to Foten's clinic-retail format.
• Foot Solutions: US-based franchise chain offering professional foot analysis and custom-fit comfort orthotics combined with multi-brand comfort shoe retail — closely mirrors Foten's integrated clinic-plus-store model, but at franchise scale across North America.
• Healthy Feet Store: Online specialty retailer focused on orthopedic, diabetic, and comfort footwear — competes with Foten's e-commerce channel in the same product categories (Hallux Valgus shoes, heel spur shoes, extra-wide footwear).

Emerging players

• Orthofeet: DTC orthopedic comfort shoe brand specializing in diabetic, arthritic, and biomechanically engineered footwear — overlaps directly with Foten's medical-footwear subcategories (Hallux Valgus, heel spurs, extra-wide) and competes primarily on price and convenience.
• KURU Footwear: Direct-to-consumer orthopedic comfort footwear brand with patented heel technology — targets the same foot pain, plantar fasciitis, and Hallux Valgus customers Foten serves, but via a digital-first model that bypasses the clinic-retail layer.

Regional players

• Gabor: German premium comfort footwear brand heavily stocked by Foten. Comparable as a regional European comfort shoe brand; could compete with Foten's retail proposition if it deepens DTC channels in Scandinavia.
• Waldläufer: German heritage orthopedic comfort footwear brand that Foten retails in its stores. As a brand-supplier with strong European brand equity, Waldläufer represents both a key product partner and a potential regional competitor if it expands its own Nordic retail presence.

Broad incumbents

• Aetrex Worldwide: Established comfort footwear brand with proprietary foot-scanning and orthotic technology and its own retail presence — competes with Foten both as a supplier alternative and as a vertically integrated orthopedic footwear brand.
• Clarks: Global incumbent comfort footwear brand with a wide retail footprint and own-store presence across Europe — competes with Foten for comfort-shoe consumer dollars and benefits from significantly greater brand awareness and scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/foten.se

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 Foot