What lemonjelly.com does

Lemon Jelly is a Portugal-based direct-to-consumer footwear brand, founded in 2015 and headquartered in Vila Nova De Gaia, that designs and sells vegan, water-friendly women's footwear and complementary accessories online. The company operates two owned e-commerce storefronts — lemonjelly.com for global markets and lemonjellyusa.com for North America — shipping to dozens of countries across Europe, North America, South America, Asia Pacific, the Middle East, and Africa. Its target end customer is a horizontal segment of women consumers seeking colourful, comfortable, sustainable casual footwear for everyday, beach, and rain use.

The product portfolio is anchored on women's footwear — sandals and slides (Nola, Fenix, Sunny Slides, Elise, Mare), ankle boots (Peachy, Comfy Chelsea), and boots/high boots — produced using injected EVA, PVC, and TR rubber compounds compliant with REACH European standards. Signature technical features include a lemon-scented compound in select styles, moisture-wicking yellow microfibre insoles, water-resistant construction with side elastics and zippers, and a full-injection production technique intended to reduce material waste. Accessories include handbags, beach bags, socks, ponchos, and the NYSSA 100% circular handbag, all distributed through the same e-commerce infrastructure.

Revenue is generated via one-time direct unit sales priced in EUR — approximately €40-€60 for entry-level sandals, €70-€100 for boots, and €80+ for handbags — through the owned e-commerce channels, with no third-party retail or marketplace presence indicated. The commercial model is reinforced by a 15% new-registration discount, an outlet channel with markdowns up to 60%, digital gift cards in €20-€200 denominations, and the Life In Yellow points-based loyalty programme intended to drive repeat purchases. Limited-edition collaborations with Mint&Rose, FUTAH, and The Captain serve as content and brand-awareness vehicles rather than standalone revenue lines, and a recurring seasonal collection cadence (most recently Spring-Summer '26) underpins catalogue refresh.

Name

lemonjelly.com

Legal name

Lemon Jelly

Website

https://lemonjelly.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Lemon Jelly is a Portugal-based direct-to-consumer brand founded in 2015 that designs and sells vegan, water-friendly women's footwear — sandals, ankle boots, and boots — plus accessories online via lemonjelly.com and lemonjellyusa.com, shipping to dozens of countries worldwide.

Ownership category

akta.pro rank

Product category

Women's Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Rubber & Plastics Footwear (3021), Retail-Shoe Stores (5661)

akta.pro primary industry

Luxury & Designer Footwear (CRAAACAI)

akta.pro secondary industries

Vegan/Alternative Material Goods Manufacturing (PU/Plant-based/Mycelium) (IMAOAHAH), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Women's footwear
• Vegan sandals
• Rubber boots
• Water-friendly shoes
• Sustainable accessories

Headquarters

HQ city

Vila Nova De Gaia

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Footwear Sales: Direct sales of women's footwear including sandals, ankle boots, boots, and high boots through owned e-commerce platforms. One-time product purchases at listed retail prices.
2. Accessories Sales: Sale of complementary accessories including handbags, beach bags, socks, and ponchos through the same e-commerce channels.
3. Gift Cards: Digital gift cards sold in €20, €50, €80, and €200 denominations, valid for one year, usable across multiple orders until balance is spent.
4. Outlet/Sale Products: Discounted sales through dedicated outlet section with markdowns up to 60% off regular prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Lemon Jelly designs, manufactures, and sells vegan women's footwear and accessories primarily through direct-to-consumer e-commerce platforms (lemonjelly.com and lemonjellyusa.com). The product range includes sandals, slides, ankle boots, boots, and high boots made from EVA, PVC, and TR rubber, featuring a distinctive lemon scent in select styles, water-friendly construction, and vegan materials. The brand is headquartered in Vila Nova de Gaia, Portugal, with manufacturing in Portuguese factories (some running on renewable/solar energy) and ships to dozens of countries worldwide.

Product overview

Lemon Jelly is a Portuguese footwear brand offering women's footwear and accessories with a distinctive lemon scent. The product portfolio centers on core footwear lines including sandals (Nola, Fenix, Sunny, Elise, Mare), boots (Peachy, Comfy Chelsea), and ankle boots, complemented by accessories (handbags, beach bags, socks) and gift cards. The brand emphasizes vegan materials, water resistance, and sustainability with initiatives like the NYSSA 100% circular handbag and products made with recycled components. Multiple collaborations (x Mint&Rose, x FUTAH, x The Captain) and a loyalty program (Life In Yellow) round out the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Footwear (Sandals & Slides) Women's sandals and slides including sporty styles, flat sandals with buckles, featuring distinctive lemon scent in select styles, water-resistant properties, and vegan materials. Sold directly to women consumers via the brand's e-commerce websites.
• Women's Boots & Ankle Boots Chelsea boots, ankle boots, and rain boots for women, featuring moisture-wicking microfibre insoles, wider fit options, lemon scent in select styles, and REACH-compliant PVC. Produced in Portugal with partially renewable energy.
• Nola Collection

Quantifiable outcome

• Since 2020/21, all boots produced with partially recycled lining and black components include up to 50% recycled material.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• Mint&RoseminorStrategic or Co-development PartnerCollaboration producing limited edition 'Lemon Jelly x Mint&Rose' footwear collection, combining both brands' design aesthetics.
• FUTAHminorStrategic or Co-development PartnerSpecial edition collaboration celebrating summer themes including sun-kissed skin, water proximity, and slow-paced days. Products include beach-oriented accessories.
• The CaptainminorStrategic or Co-development PartnerLimited edition accessory collaboration with The Captain brand.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Allbirds: DTC footwear brand using natural and sustainable materials (wool, sugarcane-based EVA) with strong sustainability narrative; comparable to Lemon Jelly's vegan/sustainable positioning and DTC-led go-to-market.
• Native Shoes: EVA-based, lightweight, water-friendly casual footwear brand with vegan positioning and a colourful product range; closely comparable to Lemon Jelly's EVA-constructed sandals and slides.
• Rothy's: US-based DTC women's footwear brand known for sustainable, machine-washable flats and sneakers made from recycled materials; directly comparable to Lemon Jelly as a digitally-native, sustainability-positioned women's footwear brand.
• Vessi: Canadian DTC brand specialising in 100% waterproof knit footwear; directly comparable as a digitally-native women's and men's water-friendly footwear brand.
• Toms: DTC footwear brand with mission-driven, casual women's styles and global e-commerce; comparable to Lemon Jelly's DTC-led, design-forward women's casual footwear model.

Broad incumbents

• Crocs: Global mass-market footwear brand built on a single moulded EVA/Croslite material with colourful, water-friendly, casual positioning; overlaps with Lemon Jelly on material and use-case positioning at much larger scale.
• Teva: Water-friendly outdoor sandal and footwear brand with strong summer/beach positioning; comparable to Lemon Jelly's water-resistant sandals and outdoor-leaning women's assortment.
• Birkenstock: Heritage German footwear brand with cork/EVA footbed sandals and a strong comfort/sustainability narrative; comparable as a women's comfort footwear incumbent with similar vegan and water-friendly lines.
• Melissa: Established Brazilian footwear brand known for PVC-based, vegan, colourful designer shoes; comparable to Lemon Jelly on PVC material usage, vegan positioning, and design-led women's casual footwear.

Regional players

• Avarca Pons: Spanish (Menorca-based) sandal maker specialising in vegan, recycled-EVA women's sandals; highly comparable on material, vegan positioning, and Iberian design heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 lemonjelly.com