Vivobarefoot & Maersk: Sustainable Logistics for Shoes

Balancing sustainability with profitability is a vital component of Vivobarefoot's strategy, and has led the footwear retailer to establish a groundbreaking partnership with the logistics titan, Maersk.
Together, they are dedicated to constructing a supply chain that fosters business expansion while making a substantial positive impact on the environment.
Holding a certification as a B Corp, Vivobarefoot is deeply committed to environmental and social accountability. Founded in 2012 by two experienced cobblers, the company not only aims to produce biomechanically supportive footwear but also to align its products and operational activities with robust sustainable practices.
“Sustainability is at the heart of Vivobarefoot," says Charlotte Pumford, Head of Sustainability at Vivobarefoot. "From how we choose materials to our operations and business decisions."
Yet, Vivobarefoot acknowledges it has further to go: “We don’t make sustainable footwear…yet. But we’re working hard to make that a reality, and then go one step further,” Charlotte adds.
Expanding into sustainability
Vivobarefoot's sustainable approach is structured around three main pillars:
- Business
- Product
- Community
As the company grows, it is intent on correcting industry practices, advocating for regenerative methods, and fostering responsible growth.
Head of Logistics, Nick Weekes, highlights the challenge: “We’re growing quickly, and we need to be able to manage it.”
With significant expansion in the USA, Vivobarefoot faces logistical challenges. The main warehouse located in the Netherlands had led to delivery times of up to 14 days, and this delay was becoming a barrier in meeting the increasing demand swiftly.
In search of a solution, Vivobarefoot selected Maersk to handle its warehousing and e-fulfilment operations in the US. "Maersk were a cut above the rest because they take care of the entire supply chain integration," Nick explains. This includes everything from sourcing and shipping to delivering the final mile and processing returns.
"Our tender focused significantly on sustainability. We chose Maersk not for their pricing but for their sustainability credentials and vision to enhance our impact on the world," he adds.
Enhancing sustainability in logistics
In February 2024, Maersk began overseeing Vivobarefoot's operations in the US, managing a new warehouse that slashed delivery times to just one or two days, and ensuring products are repaired or recycled instead of going to landfill. "Maersk handles that too," states Nick.
This partnership has paved the way for global expansion, including new facilities in Germany and plans for growth in Asia and other markets. A steadfast commitment to decarbonisation shapes these developments, with Maersk aiming for all warehouses to achieve net-zero emissions by 2040.
"There is a significant focus on decarbonisation in the new warehouse," Charlotte points out. "Employing these technologies aligns with our B Corp requirements, perfectly matching the scope of our ambitions."
Pioneering future sustainability
Furthering their commitment, Vivobarefoot has entrusted Maersk with all its ocean freight duties beginning in 2024, utilising Maersk ECO Delivery which employs lower-GHG fuels to reduce the carbon footprint of transporting cargo.
"ECO Delivery was a really good step for us," shares Charlotte, noting the willingness to invest more to push the boundaries of decarbonisation.
Vivobarefoot is also spearheading innovative sustainability initiatives, like 3D-printed, compostable footwear and developing the VMatrix to evaluate product sustainability, relying on Maersk's partnership to bring these concepts to fruition.
"Circularity drives everything we do. We're exploring ways to better track emissions and enhance every step of our supply chain processes," Charlotte concludes, emphasizing the ongoing nature of their sustainability journey.
Reflecting on the partnership, Nick adds, "We maintain an open dialogue with Maersk. While no relationship is perfect, as long as we collaborate to overcome challenges, we're moving in the right direction."
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand