Viani Milano
Viani Milano is a Miami-based DTC footwear brand selling handmade Italian Friulane slippers, Mary Janes, ballet flats, sneakers, and boat shoes to fashion-conscious women globally, produced by a 40-artisan workshop in Friuli Venezia Giulia, Italy, via its Shopify storefront.
- Company typePrivate
- Founded2020
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viani Milano does
Viani Milano is a privately held direct-to-consumer footwear brand founded in 2020 by Sofia Lombardi and headquartered in Miami, Florida. The company designs and sells handmade Italian footwear — centered on the traditional Friulane silhouette and extending into Mary Janes, ballet flats, boat shoes, and sneakers — produced by a contracted family-owned workshop of 40 artisans in Friuli Venezia Giulia, Italy. Each pair is hand-stitched using traditional techniques dating to the 1800s, with upcycled bicycle tire rubber soles, and passes through 15-20 artisans' hands over more than three hours of craft time.
Viani Milano firmographics
Firmographics- Name
- Viani Milano
- Legal name
- Viani Milano
- Website
- https://vianimilano.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Viani Milano is a Miami-based DTC footwear brand selling handmade Italian Friulane slippers, Mary Janes, ballet flats, sneakers, and boat shoes to fashion-conscious women globally, produced by a 40-artisan workshop in Friuli Venezia Giulia, Italy, via its Shopify storefront.
- Ownership category
- akta.pro rank
Viani Milano industry classification
Industry- Product category
- Handmade Italian Footwear
- NAICS
- Footwear Manufacturing (316210), Shoe Retailers (45821)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Casual & Lifestyle Footwear (CRAAACAB)
Keywords
Where Viani Milano is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Viani Milano business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for handmade Italian footwear including Friulane slippers, Mary Janes, ballet flats, boat shoes, and sneakers. Products range from approximately $128 to $310 USD. E-commerce sales through owned Shopify storefront.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Handmade Italian Friulane Slippers |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Viani Milano product offering
Product offeringCore offering
Viani Milano designs, produces, and sells handmade Italian footwear through a direct-to-consumer e-commerce model. Its core product is the Friulane slipper, extended into Mary Janes, ballet flats, boat shoes, and the Corsa sneaker, all crafted by a 40-artisan family workshop in Friuli Venezia Giulia, Italy using traditional techniques and upcycled bicycle tire rubber soles. The brand operates from Miami, FL and ships globally.
Product overview
Viani Milano is a direct-to-consumer fashion brand specializing in artisanal Italian footwear. The core product is the handmade Friulane slipper, a Venetian-inspired shoe crafted in Friuli, Italy using traditional techniques dating back to the 1800s. The product portfolio centers on variations of the friulane silhouette including Mary Janes (single and double-strap), ballet flats, sneakers (The Corsa), and boat shoes (Scarpa da Barca). All styles feature signature upcycled bicycle tire rubber soles and hand-stitched detailing. The brand operates through seasonal collections (High Summer, La Primavera) and limited-edition collaborations with personalities and brands including Lilly Sisto, Ciao Lucia, and Timeless Pearly. A preorder model underpins production, allowing intentional manufacturing to minimize waste. The brand offers women's, men's, and children's sizing across its product lines.
Differentiator
Problem solved
Functional benefit
Products and services
- Friulane Slippers
- The Mary Jane
Quantifiable outcome
- Each pair crafted by 15-20 artisans in 3+ hours
- +1 more outcomes
Companies that use Viani Milano
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Viani Milano technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Viani Milano partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Lilly SistocorePR & Creative Consultant Lilly Sisto collaboration on limited-edition capsule collections. Multiple rounds of collaboration including striped Mary Janes, crochet flats, and eyelet designs. Product checkout managed through Viani Milano website with specific return policies for collaboration items.
- Ciao LuciacoreItalian collaboration featuring embroidered mesh flats and printed silk Charmeuse Mary Janes using fabrics from Ciao Lucia ready-to-wear collection. Products sold through Ciao Lucia website with their shipping and return policies.
- Timeless PearlyminorCollaboration with Parisian jewelry brand featuring limited-edition capsule for women and children. Includes Baby Friulane and Baby Mary Jane styles in sizes 20-30 for kids, with matching adult versions. Products include velvet dust bags doubling as handbags.
- Shopify Inc.coreE-commerce platform provider powering Viani Milano's online store. Enables online sales, payment processing, and global shipping capabilities.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Viani Milano competitors and assessment
Company assessmentBroad incumbents
- Tory Burch: Established American lifestyle brand with broad assortment including footwear, apparel, and accessories sold globally. Comparable as a broader incumbent competing in the same women's premium casual footwear space with greater scale, capital, and distribution.
- Schutz: Brazilian footwear brand offering trend-driven and classic styles at accessible premium price points through global retail and DTC. Comparable as a broader incumbent serving similar casual/dress footwear customers with broader assortment and faster scaling.
Direct peers
- Dear Frances: London-based luxury footwear brand specializing in handmade Italian-crafted shoes with sustainable materials. Comparable in DTC-led model, Italian production partnerships, sustainability narrative, and premium price positioning.
- ATP Atelier: Sweden-founded, Italian-made premium footwear brand with sustainability focus and small-batch artisanal production. Comparable in D2C-first model, made-in-Italy positioning, and minimalist aesthetic targeting fashion-conscious women.
- Brother Vellies: Artisan-driven luxury footwear brand emphasizing handmade production and global artisan partnerships. Comparable in handcraft heritage storytelling, sustainability values, and founder-led creative direction targeting fashion-forward consumers.
- Soludos: DTC casual footwear brand known for espadrilles and sustainable production in Spain. Comparable in DTC channel focus, casual lifestyle positioning, sustainability messaging, and accessible premium price points.
- Loeffler Randall: New York-based artisanal women's footwear brand offering premium-priced handmade shoes through DTC and select retail. Comparable in artisanal positioning, premium price band ($200-$500), and target customer of fashion-conscious women seeking quality over quantity.
- Aeyde: Berlin-based luxury footwear brand producing Italian-made shoes with a minimalist, timeless design philosophy. Comparable in premium DTC positioning, Italian craftsmanship sourcing, and direct-to-consumer distribution strategy.
- Manebì: Venice-based lifestyle footwear brand specializing in handcrafted Friulane and Venetian slippers made in Italy using recycled tire rubber soles. Closest direct peer to Viani Milano in product category, materials philosophy, and heritage craftsmanship positioning.
- Castañer: Spanish heritage brand specializing in handcrafted espadrilles produced by skilled artisans. Comparable in artisanal heritage positioning, small-batch production model, summer/casual footwear focus, and DTC + select retail distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Viani Milano social profiles
Digital presenceViani Milano financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viani Milano leadership team
Management profileNumber of profiles
Profiles1 record
Viani Milano funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viani Milano 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 Viani Milano
What does Viani Milano do?
Viani Milano designs, produces, and sells handmade Italian footwear through a direct-to-consumer e-commerce model. Its core product is the Friulane slipper, extended into Mary Janes, ballet flats, boat shoes, and the Corsa sneaker, all crafted by a 40-artisan family workshop in Friuli Venezia Giulia, Italy using traditional techniques and upcycled bicycle tire rubber soles. The brand operates from Miami, FL and ships globally.
Is Viani Milano a public or private company?
Viani Milano is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viani Milano founded?
Viani Milano was founded in 2020. It employs 1 to 10 people.
Where is Viani Milano based?
Viani Milano is headquartered in Miami, United States, in the North America region.
How does Viani Milano make money?
One revenue line is on record: direct Product Sales.
Who are Viani Milano's main competitors?
Broad incumbents on record are Tory Burch and Schutz. Direct peers are Dear Frances, ATP Atelier, Brother Vellies, Soludos, Loeffler Randall, Aeyde, Manebì and Castañer.
Does Viani Milano have an API?
No public API is recorded for Viani Milano.
What industry is Viani Milano in?
Viani Milano's product category is Handmade Italian Footwear. Its primary akta.pro industry code is CRAAACAB, Casual & Lifestyle Footwear. Its NAICS code is 316210 and its SIC code is 3140.