Copenhagen, Denmark, São Paulo, Brazil, and Los Angeles, United States – Veja, the acclaimed French sustainable sneaker brand, is significantly expanding its international retail presence with the strategic inauguration of three new flagship stores across key global cities. Founded twenty years ago by Sébastien Kopp and François-Ghislain Morillion, the brand is cementing its commitment to direct consumer engagement and market penetration.
Global Expansion Underway
The simultaneous focus on Europe, South America, and North America underscores Veja’s ambition to strengthen its identity and reach in diverse markets. These new locations – Copenhagen, Denmark; São Paulo, Brazil; and Los Angeles, United States – represent pivotal points in the brand’s global strategy, reflecting its growing influence and demand for sustainably produced footwear.
A Return to Roots in São Paulo
The São Paulo boutique, which officially opened its doors on June 11th, holds particular symbolic significance for Veja. Brazil is central to the brand’s operational ethos, serving as the primary source for crucial raw materials like organic cotton and Amazon rubber. Furthermore, a significant portion of Veja’s manufacturing is conducted in Brazil under stringent fair trade principles. The new store in São Paulo, a vibrant economic and cultural hub, not only provides a direct retail touchpoint but also reinforces the deep connection Veja maintains with the country that is fundamental to its sustainable supply chain.
Establishing a West Coast Foothold in Los Angeles
Further expanding its presence in the vital North American market, Veja has also just inaugurated its first store on the United States West Coast. Located at 1108C Abbot Kinney Boulevard within the popular Venice district of Los Angeles, the choice of location was deliberate. The founders noted Venice as a neighborhood where a pedestrian culture still thrives, aligning with the brand’s focus on practicality and everyday wear. The minimalist boutique, uniquely situated in a structure that was formerly a dairy, features a clean design that highlights the footwear. Notably, the Los Angeles store also includes a dedicated shoe-making workshop, offering customers insight into the craftsmanship behind each pair.
Entering the Scandinavian Market in Copenhagen
Looking ahead, Veja is poised to make its debut in Scandinavia. The brand will soon open its first boutique in the region, situated in central Copenhagen at 40B Pilestræde. This forthcoming opening in the Danish capital signals Veja’s strategic move to capture the discerning Scandinavian market, known for its appreciation of design, quality, and sustainability – values deeply embedded in the Veja brand.
Financial Strength and Strategic Distribution
Veja’s expansion comes on the heels of robust financial performance. The brand successfully surpassed the 200 million euro sales milestone in 2023 and projected even stronger growth, reaching 245 million euros in 2024. Despite this rapid growth, Veja proudly remains 100% owned by its founders, Sébastien Kopp and François-Ghislain Morillion, a testament to their independent vision and control over the brand’s direction and values. While expanding its own retail footprint, Veja maintains a broad distribution network, selling products through nearly 3,000 retailers globally. The brand’s 2024 sales split illustrates a diversified strategy: 70% wholesale, 20% e-commerce, and 10% own boutiques, indicating that the new stores are part of a broader, multi-channel approach rather than a sole focus on direct retail.
Innovation in Sustainable Footwear
Beyond retail expansion, Veja continues to innovate its product line with sustainable materials. In May, the brand launched its first dedicated sandal, named “Etna“. This new footwear offering features a sole made from Amazonian rubber, directly tying into the brand’s supply chain connections in Brazil. The sandal also incorporates an EVA green insole derived from sugar cane, highlighting Veja’s ongoing efforts to explore and utilize bio-based and recycled materials in its products. The introduction of the “Etna” sandal diversifies Veja’s offering while reinforcing its core commitment to ecological responsibility.
This wave of international store openings in Copenhagen, São Paulo, and Los Angeles signifies a dynamic phase for Veja as it translates its sustainable mission into tangible retail experiences across continents, backed by solid financial health and a consistent commitment to ethical sourcing and production.
