INTERVIEW
Left: Livio Libralesso, Geox CEO, with Mario Moretti Polegato, President and Founder
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n the early nineties, Mario Moretti Polegato patented his idea for a new piece of technology for rubber soles and created the first “shoe that breathes”, initially developing the product for the junior sector before going on to tackle shoes for men and women. Geox’s market positioning began in Italy, when Mr Moretti Polegato achieved a significant series of sales agreements and targets that allowed the group to expand its business overseas in 2000. In a short space of time the wholesale channel – controlled by a network of specialised agents spread out across different territories – was bolstered by an ambitious retail plan that led to the opening of single-brand stores in cities from Europe to Asia, turning Geox into one of the most important international players in the “lifestyle-casual” footwear sector. The technical and creative laboratory is the beating heart of the company’s research and development activities. During the course of time it has applied and patented the exclusive properties of breathability, water resistance and heat regulation offered by shoes to outerwear as well. This is how the Montebelluna-based company became one of the most representative case histories of industrial success in Italy, growing at a rapid pace and continuing to invest heavily in the development of brand- new technologies and ever- increasingly advanced products. “Looking ahead to AW2024, it’s definitely the Amphibiox Waterproof range across ladies’, men’s and kids that will be big for us,” confirms Livio Libralesso, Geox CEO, with Footwear Today. “The Junior Back to School with a contemporary uniform offer and some ladies’ styles will also become iconic for the next year.
In conversation with…
Geox was born in Italy, inspired by an idea that has led the company to become one of the world’s leading shoe manufacturers, developing technology and modern products aimed at improving people’s well-being. Faithful to this inspiration, Geox has embarked on a path towards sustainable innovation, which today represents one of the fundamental values of the company’s philosophy.
16 • FOOTWEAR TODAY • DECEMBER 2023 GEOX
“Then there’s the Spherica offer, an innovative technology recently launched that provide the best comfort not only to trainers, but also on the more formal part of the collection with the special cushioning. “Finally,” Mr Libralesso goes on, “the Baby & Junior Collection that pushes back new frontiers of creativity and technology, where the mainstays of all the collections are undoubtedly comfort and flexibility – while the footwear aesthetic varies according to the occasion: playtime, adventures in the open air with a strong focus on the uniform collection.” The Geox brand continues to grow in the UK market, and it plans to build on that next year. UK marketing will leverage more digital, social media and addressable TV during the Back to School time, but also increasing general brand awareness, especially on ladies’, and bringing back the leadership position the brand deserves.
“We will be strengthening our existing partnerships and welcoming new opportunities from the market as well,” explains Mr Libralesso. “Geox is a lifestyle brand, designed for life, an all day, everyday comfort that does not compromise on style. By selecting exclusive materials and sharp detailing with a vast range of shapes and styles, we will create a range that is bound to meet everyone’s everyday requirements.” Geox ensures that its brand message remains relevant and appealing to consumers in this tough climate. It provides the feeling of well- being securely balanced on the pillars of style, substance, comfort and durability. The company’s products have these values hardwired in to their construction, from concept design to being placed on the foot and then delivering comfort under the extreme of everyday wear. Says Mr Libralesso: “This is our recipe to attract and retain customers. The decision-making factor is more and more whether the product represents good value for money. We make sure that Geox delivers on this.”
Any new product launches coming soon? Mr Libralesso tells Footwear Today that growth drivers will be the Icons and their Evolution and the Upper Casual segment.
“The most contemporary take on formality is to be found in the Walk Pleasure range,” he adds, “that benefits from the innovative shape of the outsole with two materials of differing consistencies side-by-side, making them as comfortable as sneakers.”
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