NEULO is a footwear brand pursuing a global presence from its earliest days. In September, we began in-person advance sales in Japan alongside online sales in 11 countries and regions overseas. We have received orders from customers in Hong Kong, Taiwan, Singapore and elsewhere. Customers also purchased our shoes at the UK expo, as interest from overseas begins to translate into sales. Here, we share our experience of exhibiting in the UK, where interest in barefoot shoes is strong.
At the UK's barefoot shoe expo
We exhibited at The Barefoot Shoe & Foot Health Expo UK, held on October 17 and 18 at Cranmore Park near Birmingham. One of the largest barefoot footwear events in the UK, it brought together footwear and foot-health brands and specialist retailers, including British brand Vivobarefoot. Alongside opportunities to try and buy shoes, there were numerous talks and workshops.
This year, the event expanded to two days, with a venue more than twice the size of last year's. We could feel the growing interest in and demand for barefoot shoes in person.
At the NEULO booth
We brought shoes for sale with us from Japan.
We wanted to find out firsthand how people in the UK would respond to our carefully developed first model, PathOne. That was why we chose to exhibit here. Many visitors tried the shoes and shared their impressions of how they felt.
NEULOのブースと、PathOneを試着する来場者の様子
Our aim is a shoe that feels like walking barefoot on grass, even in the city. We combine a design that lets the toes move naturally and the feet feel the ground with cushioning, placing equal importance on barefoot sensation and comfort.
Some visitors were looking for shoes that let their toes move freely but found very thin soles painful underfoot. Others had avoided barefoot shoes because of their thin soles.
Throughout the two days, one word came up again and again as visitors' first reaction: “comfortable.” Each time we heard it, our confidence that the concept resonated with people grew. People in the UK appreciated the same feel that our customers in Japan have valued.
People who chose PathOne
Alongside the feel of the shoes, their understated design—easy to pair with everyday clothes—helped people decide to buy. PathOne was chosen by people of different genders and a wide range of ages.
Some customers changed into their NEULO shoes immediately after buying them and kept them on as they explored the rest of the expo.
One visitor tried PathOne and said they liked it but wanted to look at other brands. An hour later, they returned, saying, “These were the best after all,” and made a purchase. It meant a great deal to be chosen from more than 30 brands at the event.
One family chose PathOne for their child's school shoes. The school required black shoes, they told us. Within that requirement, it was the child who wanted to wear PathOne, leading the family to choose them.
What we learned, and what comes next
Our first overseas exhibition gave us confidence: people in the UK also valued the feel that NEULO aims to create.
There were also challenges specific to the local market. Foot sizes and shapes differ, and some male visitors needed a size larger than our maximum of 28 cm. In the UK's frequent light rain, we also felt stronger demand for waterproofing than in Japan. Some female visitors asked for shoes with a predominantly white colour scheme.
How can we respond to requests for more colours and waterproofing while preserving the feel of today's PathOne? We have listened to many customers in Japan as well as in the UK, hearing a wide range of opinions. We will put these valuable voices to work in future product development. We hope you will look forward to what NEULO creates next.
