Who is writing this
I was born into shoes.
My family has been in the wholesale footwear business since 1992. I grew up in it, and eventually spent fifteen years working in the industry myself, representing Vagabond, Liu Jo, NeroGiardini, BRONX, U.S. Polo Assn. and Juicy Couture across the Baltics, Nordics and markets beyond the EU.
That taught me what distribution really looks like. It is not just presenting a collection and taking an order. It is knowing what will sell in each market. Building an order that makes commercial sense. Managing logistics and exports. Explaining terms clearly. Sometimes telling a client to buy less, because you want them to sell through, make money and come back next season.
It is answering quickly when something goes wrong, and making sure clients have what they need before they have to ask for it. And behind all of that is an enormous amount of work the customer never sees.
After fifteen years of doing that work, I started building the systems I always wished I had. For the brands I used to sell.
Most software is built by people who studied the problem. We did the job first.
