FitFlop shoes

FitFlop is a global lifestyle brand founded in 2007 by Marcia Kilgore, a Canadian entrepreneur who also created Bliss Spa and Soap & Glory. The brand differentiates itself through biomechanically engineered footwear, utilizing technologies such as Microwobbleboard™ midsoles which were developed in collaboration with human performance experts at universities in the United Kingdom.

While the brand's design and engineering headquarters are located in London, the manufacturing takes place in specialized footwear factories across Asia, primarily in Vietnam, China, and Cambodia. The brand transitioned from a founder-led private company to receiving significant institutional backing to fuel its international expansion and digital-first retail strategy.

Today, FitFlop distributes its products to over 60 countries. In 2023, the brand secured substantial funding from investors like Hannam & Partners to further its growth in the wellness-footwear intersection, solidifying its position as a major player in the global comfort-shoe market.