Turkish brand Vaneda on Euro Shoes
Street style, sport, outdoor, military are the main style directions of the company’s shoes from Turkey.
"Our company motto is 'Encountering nature shouldn't be a luxury,'" asserts Turkish company Vaneda, who presented their footwear collection at the February EURO SHOES exhibition. Vaneda has established itself globally as a leading Turkish manufacturer of street-style footwear, combining design, technology, and high-quality materials. Founded in 2004 in Istanbul by Kadir Yılmaz, the company focuses on producing footwear for travel and city walks. Through a commitment to innovative technology and high-quality design, Vaneda has become a dynamically developing footwear company offering high-quality products with excellent performance. The Vaneda brand is present in all segments of the footwear market, from streetwear to stylish footwear, as well as tactical boots. At the exhibition, we spoke with Vaneda's Marketing and Sales Director, Mehmet Temel.
Vaneda Marketing and Sales Director Mehmet Temel
Mr. Temel, what kind of shoes does Vaneda produce , what is the production capacity of your factory?
Our factory is located in Istanbul, the company produces 500 thousand pairs of shoes per year. These are casual, sports, outdoor shoes, there are lines of military and tactical shoes. We produce shoes for men and women. In the near future we plan to start producing children's shoes.
Which of all this is already presented on the Russian market?
There are tactical boots on the Russian market, and we are planning to introduce outdoor shoes. What we produce are waterproof, breathable models that protect feet from rain, snow and cold, in which you can take long walks in winter, can be used for sports and hiking in the forest and mountains. We are very interested in cooperation with such Russian retailers as Sportmaster, as well as with multi-brand stores, because we produce very high-quality, technologically advanced shoes that meet all the needs of Russians and the requirements of your market, the characteristics of your harsh climate. In Russia there are many lovers of active recreation, tourism, travel, fishermen, hunters - our shoes are ideal for all of them.
Where are your tactical shoes currently represented - online or in offline retail?
Currently, Russians can buy our shoes online, at Wildberries, Ozon, as well as in specialized offline retail, where they sell goods and equipment for hunting and fishing. We will also have our own online store in Russia, work on its launch is already underway.
You work in a shoe segment where it is impossible to compete on equal terms with other manufacturers without your own technologies and innovative developments. Modern sports, tactical, hiking and trekking shoes are very innovative products. Do you have your own developments?
All technological developments that we use in the creation and production of shoes are our own, and we manufacture everything in Turkey, in our factory. For example, in waterproof models we use our own technologies, one of the unique ones is the DryTex membrane.
How long have you been working in the technical footwear segment?
We have been producing tactical shoes for 22 years. Tactical boots are actively purchased and ordered by military personnel, but they are popular not only among the military, but also among lovers of tourism, hiking along difficult mountain routes, outdoor activities, fishing and hunting. We have been working on the new outdoor collection for 4 years. In 2023, Vaneda, the first Turkish brand, began cooperation with MICHELIN, signing an agreement for licensed production. We've expanded our lifestyle and urban collections with the V-Mich Free Sneakers Multicolor, a casual shoe featuring Fiberlite technology for traction, comfort, flexibility and lightness. We use our own DryTex membrane in a number of models in our Vaneda Michelin brand. The company also launched the Vaneda Eco line.
In which markets are Vaneda technical footwear available?
Germany, Portugal, Spain, Poland and Russia.
What are your impressions of working at the EURO SHOES exhibition?
We are participating in the exhibition for the second time, we are very pleased with the results of the work at the last exhibition in August 2023, and, in general, we have very positive impressions. It was possible to hold a number of important meetings, including with Russian entrepreneurs who had previously collaborated with the brand. There are already potential clients. On the first day of this exhibition, we have already held meetings with several clients, and working meetings are planned with representatives of Wildberries and Ozon. We brought our new collection to Moscow for the fall-winter 2024/25 season.
We plan to continue to participate in EURO SHOES, since the Russian market is very large, the climate in your country is cold, so our shoes will be in demand. It is also important that we have a wide range of sizes (up to size 47). In addition to shoes, we began to produce a textile line - clothing, accessories, equipment for sports and tourism.
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