A multibillion-dollar rival pressured a major retailer to drop Xero Shoes
Steven Sashen · Xero Shoes: Steven Sashen and Lena Phoenix · Mar 13, 2023 · at 1:07:59
Steven Sashen, co-founder of Xero Shoes, explains how incumbent footwear giants responded to early retail competition from Xero Shoes.
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“When we were first trying to get into retail, we had a significant order that was supposed to get placed one day by a major, major retailer. And at the end of the day, the order didn't come through, and we called and said, what happened? And from investigating, what we were told is that one of our multi-billion dollar company coincidentally had reached out and said, we don't want that product in your store, because they had been tracking sort of a Iconic store in Boulder that they used to see, you know, what's happening where we started outselling them.”
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