From Humble Beginnings to Global Recognition: The Santoni Story

Santoni shoes rank among the world’s most exquisite luxury footwear brands. The brand’s remarkable journey owes much to the efforts of Giuseppe’s father, Andrea, who established the company in 1975 and passed down his legacy to his son. Despite emerging from a humble background, the Santoni family steadfastly pursued their vision, marked by technical excellence, passion, dedication, and a deep reverence for both people and quality.

The company has had an outstanding growth since its modest inception in the 1970s, when it was based out of the garage of their family home – and to this day, it remains dedicated to crafting each shoe meticulously at its headquarters in Corridonia, nestled in the heart of Italy’s Marche region.

In a conversation with Gazetta, Giuseppe Santoni delves into the dynamism of the Santoni women’s collection, the brand’s global expansion and the inauguration of their new store in Kuwait.

FV: After Covid, Santoni has shown no signs of slowing down: every international celebrity is seen adorning a pair of Santoni’s. How was the post-COVID journey and what’s the brand’s current global impact?

GS: Despite the intense period, we never faltered. During Covid we worked hard to support the healthcare facilities and at the same time to fulfill our corporate objectives.

Our workforce never stopped and this brought the results we were aiming for. After Covid, we thought of structuring the company internally in a more advanced way, to be able to do even better. We are growing more and more globally but there is still a long way to go.

FV: You stepped back as CEO, a position you have held since 1990, and took on the role of Chairman and Executive President in 2023 with the aim of expanding the brand’s women’s business. In one of your interviews, you emphasized that women’s collections account for 30 percent of your overall business, with men’s collections comprising the remaining 70 percent. Could you elaborate on Santoni’s vision and objectives for serving the female demographic?

GS: As we pursue our growth strategy within the women’s market, our female clientele is experiencing robust expansion, seeking the same blend of elegance, sophistication and craftsmanship found in Santoni’s men’s collections. In the coming years, we will intensify our focus on international advancement, foreseeing unprecedented growth of the Donna Santoni, both in its footwear and accessories offerings.

Santoni Women’s Collection Spring/Summer 2024

Santoni Men’s Collection Spring/Summer 2024

FV: There are several strong women’s shoe brands in the world, presenting a significant challenge to enter such a competitive market segment. How do you envision Santoni carving out its share of the market within this realm? Moreover, what distinguishes the Santoni women’s collection of Spring/Summer 2024 and beyond, making it a compelling choice for every woman to consider?

GS: Today more than ever, I believe that a woman’s relationship with footwear is strongly linked to the quality of the product and the way it is conceived. We’re prioritizing the female demographic, ensuring timely attention not just to design but to overall targeting. Santoni has long been distinguished by the exceptional quality and craftsmanship of its offerings.

Our Spring/Summer 2024 women’s collection is particularly noteworthy, offering sophistication suitable for everyday wear. We carefully consider elements appreciated by women – design, color, and materials – while also aiming to evoke a sense of sensuality and desirability in those who wear our products.

FV: We met in February at the Vogue Ball of Arabia, where you graced the event alongside a longstanding friend of the brand, Carla Bruni, making a resounding statement for Santoni in the Middle East. Can we anticipate more Middle Eastern celebrities embracing Santoni in the future?

GS: We are doing a great job with celebrities, a very important segment for the brand nowadays. We have numerous loyal supporters in the Middle East market who love the Santoni product and with whom we are looking for continuity.

My attendance at the Vogue Ball of Arabia provided an opportunity to reinforce these connections. Undoubtedly, we will persist in our investments in this market to attire more Middle Eastern celebrities.

FV: What are your thoughts on Middle Eastern women and their preferences when it comes to footwear?

GS: I see Middle Eastern women embracing fashion as a means of expressing their identity. They exhibit keen perception and have a refined taste, favouring elegance and sophistication. They seek brands that offer both style and quality. At Santoni, our research and innovation strive to meet these demands. Our collections feature handcrafted shoes crafted from premium materials, boasting distinctive designs that enhance both functionality and silhouette for any occasion. This is what Middle Eastern women discover at our brand: luxurious footwear that epitomizes the exceptional craftsmanship of ‘Made in Italy’.

FV: You currently operate four retail stores in the US. We’ve heard about your stunning store in the Dubai Mall, and there’s buzz about the opening of a new store in Kuwait. Are you considering expanding your presence to other GCC countries, where there’s a thriving community of fashion enthusiasts who are passionate about indulging in and investing in footwear?

GS: We actually opened in Kuwait at the beginning of 2024.  The area is becoming very important for the brand, where Santoni is considered as a symbol of timeless elegance but at the same time a contemporary artwork, capable of living with fashion temporary trends without being subjected to them. As for the future, we have focused on expanding our retail presence and have plans to open multiple stores.

FV: What’s your dream for Santoni as a brand?

GS: My vision for Santoni increasingly positions it as a global benchmark in the luxury sector: digitalization and a consumer-centric vision are the strengths for a successful boost in this direction. We are heavily investing in integrating new technologies into our daily business model. While this may not seem revolutionary, it’s an important initiative for a company like Santoni, where everything is crafted by hand in-house. We’re committed to preserving our artisanal savoir-faire while simultaneously evolving and innovating to meet the demands of the modern market.

As Santoni strides into the future, the fusion of tradition and innovation propels it to new heights of success. In a world where heritage meets modernity, Santoni stands as a beacon of excellence, paving the way for the next chapter in luxury footwear.