BRAND FEATURE
The Art Company: Building on strong growth with colour, innovation and retail
As the company prepares to unveil its SS27 collections at Footwear & Fashion Live, we caught up with Global Sales Director, Jorge Hernandez, to discuss the brands’ recent success, the growing Barefoot category and why profitable partnerships remain at the heart of everything it does.
W
ith demand continuing to grow across both The Art Company and El Naturalista, the business has
established itself as a trusted partner for independent footwear retailers, combining distinctive design with commercial performance. A focus on quality, colour and flexibility has helped drive repeat business, while its commitment to supporting retail partners has strengthened relationships across the UK and Ireland. The brands have built a loyal following, with many customers returning to retailers to purchase additional colours or new styles. That repeat business has, in turn, created strong demand for in-season repeats, allowing retailers to maximise their investment. “Our success comes down to creating quirky,
commercial products that deliver an exceptional level of quality for the price,” explains Jorge Hernandez, the company’s Global Sales Director. “Consumers love both Art and El Naturalista
for exactly those reasons. Our retail partners know they can always rely on us for the core colours each season, but we also introduce vibrant new shades that really lift the display. Interestingly, those brighter colours often outperform the basics.” The company’s flexible ordering policy is
another advantage, with no minimum order quantities by style or colour. This enables retailers to trial fashion colours in small quantities before committing to repeat orders if demand proves strong.
42 • FOOTWEAR & FASHION TODAY • AUGUST 2026
Going Barefoot One of the biggest growth areas for El Naturalista is the expanding Barefoot footwear category. Unlike many products entering the market, the brand’s Barefoot range maintains its distinctive identity while delivering the natural movement consumers are seeking. “We’re shoemakers first,” says. “We created
El Naturalista as a sustainable brand back in 1998, and around five years ago we began incorporating Barefoot technology into our design process. “The collection still looks and feels like El
Naturalista because we design it, manufacture it in our own factories and control every stage of production. The result is an outstanding price, quality and design ratio.” With more than 400 SKUs planned for Spring/
Summer 2027, the category is expected to continue driving growth. NAME HERE also notes that many retailers achieve sales above the recommended retail price, demonstrating the value consumers place on the collections. “We continue to create quirky, commercial
styles with colour and purpose while supporting retailers with in-season repeats,” he says. “It’s never about how much they buy – it’s about how much they sell.”
Helping build profitability Mr Hernandez continues: “Independent retailers remain central to the company’s success. They’re our partners and our lifeblood.” The company’s commitment was particularly
evident during the Covid pandemic, when it introduced substantial support packages to help
independent retailers navigate an exceptionally difficult trading period. And today, the focus has shifted towards helping retailers build profitability. “Retailers aren’t simply looking for brands
that sell in volume – they’re looking for brands that deliver healthy margins. That’s where our balance of price, quality and design really makes a difference.” The company also invests in staff engagement, offering retail teams a 20 per cent wholesale discount on personal purchases!
Footwear & Fashion Live Mr Hernandez adds that Footwear & Fashion Live remains the company’s preferred platform for launching each new season in the UK and Ireland, giving UK Agent, Rob Sewell, the opportunity to present the complete collections in a relaxed buying environment. “Retailers can compare products across the market and really focus on making the right buying decisions,” he explains. “Many buyers spend both days at the event, using the opportunity to plan the majority of their seasonal purchasing. “If buyers get the buying right, it makes
the selling much easier – and ultimately more profitable.” Looking ahead to SS27, retailers can expect
collections designed to build on the company’s recent momentum. Buyers will see plenty of colour, innovation and the quirky commercial styling that has become synonymous with both the Art and El Naturalista brands.”
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