Jo Mercer

What Jo Mercer does

Jo Mercer is an Australian premium women's footwear and accessories brand founded in 1998 and operated by Solesbury Pty Ltd. The company designs and retails leather and suede footwear across boots, sandals, flats, heels, and loafers, complemented by a leather bags line (shoulder, cross body, clutches, totes), shoe care products, and gift cards priced from $50 to $1,000. Product prices are positioned in the premium segment, ranging from approximately $144 for flats to $429.95 for boots, with periodic 30% storewide promotions and free standard shipping on orders over $140.

The business runs a hybrid direct-to-consumer model: a network of Australian boutique storefronts provides in-person retail, while a Shopify-based e-commerce storefront supports international sales to 16 countries across Oceania, North America, Europe, and the Middle East, with multi-currency localization in AUD, USD, EUR, GBP, CAD, and NZD. Checkout is enabled through Visa, Mastercard, American Express, PayPal, Shop Pay, and three buy-now-pay-later providers (Afterpay, Klarna, Zip). Click-and-collect within two hours is available at stores.

Jo Mercer's go-to-market is concentrated on fashion-conscious women aged 25-55 seeking quality leather footwear that combines style with craftsmanship, segmented horizontally rather than by use case. Marketing relies on Instagram (@jomercershoes), email with a 10% first-order incentive, organic SEO, and paid digital campaigns. The company is privately held with no disclosed parent, institutional investor, or public listing, and operates with a headcount in the 101-250 range.

Name

Jo Mercer

Legal name

Solesbury Pty Ltd

Website

https://jomercer.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Jo Mercer is an Australian premium women's leather footwear and accessories brand founded in 1998, selling boots, sandals, flats, heels, loafers, and bags through Australian boutiques and a Shopify DTC storefront shipping to 16 countries, targeting fashion-conscious women aged 25-55.

Ownership category

akta.pro rank

Product category

Women's Premium Footwear and Accessories

NAICS

Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Luxury & Designer Footwear Retail (CRAAADAH)

akta.pro secondary industries

Luxury & Designer Footwear (CRAAACAI), Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Luxury Footwear (CRAAAFAC)

Keywords

• Premium women's footwear
• Leather shoes retail
• Fashion accessories
• Australian fashion brand
• Direct-to-consumer apparel

Headquarters

HQ city

South Yarra, VIC

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time purchase of footwear and accessories including boots, sandals, flats, heels, loafers, and bags. Products are sold at full retail price with periodic promotional discounts (30% off storewide). Customers can purchase in-store or online with international shipping available.
2. Gift Cards: Jo Mercer Gift Cards available in denominations of $50-$1000, valid for 3 years from issue date. Sold both in-store and online as e-gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Jo Mercer designs and sells premium leather and suede women's footwear — including boots, sandals, flats, heels, and loafers — alongside a leather bags collection (shoulder bags, cross body bags, clutches, totes), shoe care products, and gift cards. The brand is delivered through Australian boutique stores and an own-brand Shopify e-commerce storefront that ships internationally to 16 countries, targeting fashion-conscious women seeking quality craftsmanship and timeless Australian design.

Product overview

Jo Mercer is an Australian fashion footwear and accessories brand founded in 1998, operating as a Shopify-based e-commerce platform with physical retail boutiques. The product portfolio centers on premium leather and suede women's footwear comprising boots, sandals, flats, heels, and loafers, complemented by a leather bags collection including shoulder bags, cross body bags, clutches, and totes. The offering is rounded out by shoe care products and gift cards. The brand positions itself around quality craftsmanship, timeless design, and modern luxury targeting fashion-forward women.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Boots Premium leather and suede boots for women including flat boots, ankle boots, mid ankle boots, high boots, and long boots offered in various colors, targeted at fashion-conscious women aged 25-55.
• Women's Sandals Seasonal women's sandals in leather and suede including thongs, slides, flat sandals, mid sandals, high sandals, and wedges for women seeking premium summer footwear.
• Women's Flats Comfortable women's flat footwear including ballet flats, dress flats, casual flats, sneakers, and loafers in various finishes, for everyday and dress wear.
• Women's Heels Heeled women's footwear including low heels, mid heels, high heels, mules, and wedges in various materials and colors, for events and evening wear.
• Women's Loafers Classic women's leather loafers and lace-up styles in black and various colors, offering a tailored casual footwear option.
• Women's Bags Leather accessory collection of women's bags including shoulder bags, cross body bags, clutches, and totes, complementing the brand's footwear range.
• Shoe Care Products Specialized care products for maintaining leather and suede footwear and accessories purchased from Jo Mercer.
• Jo Mercer Gift Cards Digital and physical Jo Mercer gift cards available in denominations from AUD 50 to AUD 1000, valid for 3 years from the issue date, usable in-store and online.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Steve Madden: Steve Madden is a large global fashion footwear brand with an Australian storefront presence and broad women's assortment across boots, sandals, and heels. It competes with Jo Mercer for similar customers at slightly lower price points and far larger scale.
• Nine West: Nine West is a long-established global women's fashion footwear and accessories brand. While at a lower price point than Jo Mercer, it competes for the same customer's footwear dollars across heels, boots, flats, and bags in international markets where Jo Mercer ships.
• RM Williams: RM Williams is a heritage Australian leather goods and footwear brand with a much larger footprint and broader category mix (boots, apparel, accessories). It competes for premium leather footwear dollars and shares Jo Mercer's positioning around Australian craftsmanship and quality materials.
• Jimmy Choo: Jimmy Choo is a global luxury designer footwear and accessories house. While positioned higher than Jo Mercer, it anchors the upper bound of the women's premium footwear category and competes for the same aspirational customer in international markets.
• Sam Edelman: Sam Edelman is a US-based contemporary women's footwear and handbag brand with international e-commerce. It targets a comparable premium-contemporary female customer and competes for share of wallet with Jo Mercer in boots, sandals, heels, and bags.

Direct peers

• Bared Footwear: Bared Footwear is an Australian-designed premium women's and men's footwear brand with boutiques and e-commerce. It competes directly in leather boots, sandals, and flats within the same price band and customer segment as Jo Mercer.
• Wittner: Wittner is an Australian premium women's footwear brand with a similarly elevated price architecture and DTC + boutique presence. It competes directly with Jo Mercer for the same fashion-conscious Australian customer seeking leather boots, heels, and flats.
• Tony Bianco: Tony Bianco is an Australian fashion footwear brand focused on on-trend women's heels, boots, and sandals at premium price points. It targets the same 25–55 female demographic and operates a comparable omnichannel retail and e-commerce model across Australia and internationally.
• Mollini: Mollini is an Australian women's footwear retailer offering premium leather boots, heels, and sandals across boutiques and online. It overlaps heavily with Jo Mercer's product mix and target customer, making it a close comparable for premium positioning analysis.

Emerging players

• Marc Jacobs (footwear line): Marc Jacobs offers premium fashion footwear and handbags through global DTC channels and competes for fashion-forward women in the same price band as Jo Mercer. It represents an aspirational global competitor that intersects with Jo Mercer's bags and footwear crossover.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/jomercershoes
• LinkedInlinkedin.com/company/jo-mercer

Revenue estimate

Valuation estimate

Number of profiles

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 Jo Mercer