Alohas segments its offering to grow in men's footwear

Madrid – Following the path already taken by other fashion and footwear brands that began by championing a 'fluid' and genderless product model, the Barcelona-based brand Alohas, which specialises in footwear and accessories, is segmenting its offering with the creation of 'For Him'. This new section on its e-commerce platform will now feature all its men's-sized styles.

Founded in Barcelona around 2016 by entrepreneur Alejandro Porras, founder and chief executive officer of Alohas, the Spanish brand began its journey with two fundamental objectives. The first was to promote a production model tailored to demand. This allows for the efficient use of resources and raw materials, preventing waste and dead stock. The second objective was to simultaneously challenge traditional product categories by designing, producing and marketing feminine models with distinctly 'genderless' lines. These two identifying variables of the Alohas business model, being so unique and disruptive in the market, have proven to be a clear challenge in the brand's ongoing development and scaling efforts as it has grown and attracted an increasingly global customer base.

Regarding the promotion of its on-demand production model, the brand has evolved to adopt a more dynamic system. Today, Alohas continues to sell its designs on-demand through its online store and its growing network of physical points-of-sale, both its own and multi-brand, but now also offers a base of models in stock for immediate availability. This is reserved only for its most popular designs, for which it has continued to prioritise fluid and genderless lines. However, concerning the second issue, it has become evident that maintaining a profile outside traditional product categories was a significant challenge for the brand. This hindered its ability to unlock its full growth potential and connect more intimately with its male audience. The company has now decided to resolve these tensions by segmenting its offering and launching a new 'For Him' section in its online store.

To grow in men's footwear and accessories

While originally created with a fluid commercial offering, its designs were primarily aimed at a female audience. Alohas emphasises that the new division of its commercial range is a natural evolution of the brand. It reflects its intention to better meet the needs of its growing community of male customers. This increasingly significant part of its audience will not have a separate collection. Instead, the brand has decided to create a dedicated section to feature all its models suitable for men. Alohas also notes its intention to expand this selection with more new trainer and loafer styles, which are expected to drive the brand's growth in men's footwear.

“Born as a brand primarily focused on women, Alohas now incorporates a selection of designs for men and presents 'For Him', a new section on its website that brings together its styles available in men's sizes,” states the Barcelona-based footwear brand. With this segmentation, however, Alohas “is not creating a separate men's collection, but rather expanding its universe so that an ever-growing selection of its designs can also reach a male audience,” defends the Spanish company. It describes this segmentation as “a natural evolution of the brand,” through which Alohas will continue to demonstrate “how its aesthetic codes and footwear proposal transcend traditional categories.”

With diversification and retail as levers for growth

According to the latest known financial data on the brand's market performance, Alohas closed its 2025 financial year with a +32 percent increase in turnover, reaching 45 million euros. The Barcelona-based company is working to replicate this outstanding performance year after year, focusing on diversification and retail expansion as its main growth drivers.

In this regard, the brand has already discontinued its clothing line. This was a strategic decision to emphasise its nature as a specialist in footwear and accessories. In 2026, they are aiming to highlight this profile not only through the segmentation of their footwear offering to unlock growth in men's footwear, but also with the launch of a new handbag line and the creation of a separate new section for 'barefoot' models. These three initiatives currently represent the main diversification strategies that Alohas has decided to implement. It now remains to be seen how they will evolve and contribute to its future growth.

To support this growth, the Barcelona-based brand is determined to continue expanding its retail network. These points-of-sale are primarily conceived by Alohas as experiential locations to support its on-demand production model. They are spaces where customers can try on different styles and then have their chosen product delivered to their address once it is produced. This experience is complemented, in some cases, by a very limited stock available in-store. The brand currently offers this in its stores in Madrid; Barcelona; Milan; Amsterdam; New York (Elizabeth St. and Bleecker St.); Paris; London; Copenhagen; and Los Angeles, where it has had a pop-up store since May with no official closing date yet. Alohas is scheduled to add its first store in Austria, in the capital Vienna, to these 'experiential' points-of-sale this August.