Pitas Steps into U.S. Market Online as it Aims for €15 Million Turnover by 2025

Pitas is growing up. With the celebration of its tenth anniversary just around the corner, the Spanish family-owned footwear company has surpassed double-digit turnover. The company reached this milestone with the close of 2024, when it ended the year with a turnover of €10.4 million, and now plans to accelerate its growth by another 25%, to €13 million.

“We are growing and exceeding the objectives we had for the coming years, always maintaining profitability levels,“ explained Francisco Rojo, co-founder of the company, to Modaes. If the sales pace of this year is maintained, in fact, the executive expects to exceed the target and close 2025 with an even higher turnover of €13.4 million.

Pitas was originally born as Walkingpitas in 2016, from the hand of Paco and Juan Rojo, cousins and part of atraditional footwear family. Next year, therefore, the company will celebrate its tenth anniversary, in which it also expects to reach a new milestone and turnover fifteen million euros. To this end, Rojo, in charge of the product area, is confident in the development of the online business, together with the expansion into new markets. Juan Rojo also remains within the company, in his case leading the commercial part of Pitas.

Pitas has just landed in the United States, for the time being, in the online channel

With 1,500 multi-brand clients worldwide, of which around 400 clients operate in Spain, Pitas operates in international markets directly with its own agents in the closest countries, such as Portugal, France, Italy and Germany, among others. In other more distant markets, both European countries such as Poland and others in the Middle East, the company also distributes in the multi-brand channel but through distributors.

Among its plans last year, Pitas launched its entry into the United States, which for the moment has been limited to the online channel, “We are still fighting to start operating, but tariffs have made it difficult for us, so we are going to go slower than expected,“ explains Rojo. Given its low penetration in the U.S. market, however, the company has no plans to modify its production and sourcing, which is mainly carried out in Asia.

In addition to the United States, Pitas’ other major plan is to enter Latin America, where its gateway will be Chile. The executive has especially valued the stability of the Chilean economy within the territory as a whole, although he also admits that the door was opened when he received a proposal from a distributor.

The company maintains its headquarters in Asturias, with a staff of 18 workers, and for the moment, Rojo has ruled out the possibility of an external investor taking a stake in the company. Along with boosting the physical business, Pitas, which changed its name last year to make it “simpler and cleaner”, will also bet on the growth of the online channel. Internet sales of the companies already account for 20% (compared to 15% last year), both through its website and its presence in marketplaces.