Greetings from Finland, where VIBAe was born!
"During May Day week in 2014, the couple opened a 16-square-meter pop-up shop on Mikonkatu in Helsinki and sold all the shoes. Hobby Hall did the same.
"That's where it all started. At our peak, we had 120 resellers in Finland, and we grew Otz to the point where we sold the most in the world."
According to the Gummerus´s, the only drawbacks of Otz were related to their origins: the American company was sold to South Korea, and the shoes were manufactured in China.
"However, that motivated us to create a similar but even more comfortable shoe with European production."
Through the Otz collaboration, the Gummerus´s got to know celebrated footwear designer Ludo Malmoux.
"We became good friends, and we contacted him with our idea. Ludo and his wife Tammy became partners. In addition, online marketing expert Hannu Salminen came onboard," says Kalle Gummerus.
In September 2019, the Malmoux´s came to Finland. The couples spent time at the Gummerus´s summer home in Uusikaupunki, travelled in a camper van to Lapland, and leaned into the wind on top of Saana Mountain. During these miles travelled together, VIBAe took shape, and already in October, they went to Portugal to explore potential production partners.
VIBAe emphasizes a personal touch.
"We work in the store ourselves. Customers become friends."
It's also, in a way, the couples goal: to create a community around the shoes.
"Usually, brands target a specific demographic, but for us, it's a way of life. A skateboarder and a ninety-year-old can wear the same shoes," explains Minna Gummerus.
Community is also emphasized in business: Kalle's sister handles VIBAe's customer service and, along with her husband, manages the Barcelona flagship store, while Kalle's retired mother takes care of the Helsinki flagship store on Saturdays.
Meanwhile, Minna's father is welding additional shelves for the store for the upcoming shoe models."
This is so true, and we are glad the reporter captured this - we are all about family and community!
It's difficult to believe that our story is only three years old – just a toddler!
The first VIBAe shoes to be born were the linen Zuma shoes, named after Zuma Beach near Ludo and Tammy´s home and flagship store in Malibu. We have them for toddlers now too! :)
Take care and remember – happiness starts with your feet!
Photos from the Kauppalehti article by Outi Järvinen.
