Spanish footwear manufacturer Genuins has signed more than 30 U.S. retail accounts in the last six months and will launch its children's collection domestically in November, president of Genuins USA Andrew MacDonald said.

The vertically integrated brand, headquartered in Elche, Spain, plans to grow through distribution partners targeting high-end department stores, sport boutiques, specialty stores and independent chains, MacDonald said. Genuins operates a Texas office and warehouse and entered the U.S. wholesale market earlier this year.

What is Genuins positioning against on shelf?

The cork-footbed specialist positions itself as a more affordable alternative to Birkenstock while competing for the same casual-clog customer. MacDonald framed the offer around immediate wearability rather than break-in time.

"It's being able to put a shoe on that is worn-in right away, and that's what we pride ourselves on," MacDonald said. "With Genuins, they're ready to go. There's no wear-in for them, and they last."

Genuins currently sells online in the U.S. through its own website and Amazon. The brand also works with micro and macro influencers. Customer mix in the U.S. runs 60/40 female to male, with some unisex styles.

How does the company regionalize product?

MacDonald said the U.S. team adjusts materials and colorways by climate and consumer. Examples include:

• College colorways near university campuses, where clogs have gained traction with students
• Full-leather Riva silhouettes built for the Hawaiian market
• Vegan constructions, including EVA styles, given priority in California

"Shoes that someone may wear up in Maine, as opposed to Alabama, may be completely different," MacDonald said. "It's making sure that we have our finger on the pulse at all times."

What does the supply chain look like?

Genuins is a fifth-generation family business and a vertical manufacturer operating two plants in Elche, widely regarded as Spain's footwear capital within the Alicante province. MacDonald said the company holds additional owned factories and warehouses it can activate as volume demands.

Sourcing and compliance claims on file:

• Cork for footbeds is sustainably harvested; Genuins also supplies cork components to brands including Birkenstock
• Leather is sourced from Leather Working Group Gold-certified tanneries
• The vegan EVA line uses recycled plastic bottles and is PETA-approved
• Production runs on 68 percent renewable energy, powered by on-site solar panels

"Our corking is provided to brands all over the world, including to one of our main competitors," MacDonald said. "Whether it's Birkenstock or [others], they're all incredible brands that have had a long history."

Who owns the business and how fast is it scaling?

The company traces back to 1942, when José Quirant and Dolores Maestre opened a rope-sole workshop in Elche. The fourth generation, siblings Asun and José Quirant Torres, began building a fashion brand in 2014 using the same factory. MacDonald said the founders have no plans to take outside investors.

A company spokesman said Genuins grew revenue 15 percent to €18.5 million in 2024 and expanded headcount to 164 from 130. The brand is sold in more than 20 countries.

The next move to watch is the November kids' launch and whether the U.S. wholesale signing pace — 30 accounts over six months — holds once department-store placement is locked in.