The new Haikon Hada collection treasures a tradition of high quality and craftsmanship that finds its very model in the ballerina. José Medina, owner of the brand, tells us about it.
Can you introduce us to the company?
Haikon Hada was founded in 2003 in Spain, where it can count on two production sites (in Elche and Murcia) and specializes in the production of women’s shoes in the medium-high range (80 to 90 euros to the public), particularly ballet flats made of genuine leather, with craftsmanship. After the advent of Covid, however, we also introduced a line of ballerinas and house slippers with matching dusty bag, which use natural materials, such as wool or leather for the upper and rubber for the sole. We also have a small collection of winter boots (chelsea boots and classic line ankle boots) and sneakers. But our core business is summer ballet flats. Ours is not a production characterized by large volumes, we stand at 60 thousand pairs per month.
Who are your target customers?
Small chains and boutique shoe and clothing stores in northern Europe (Austria, Switzerland, Germany). We also sell to Japan, which is particularly interested in our production of leather ballet flats. We produce about 70 percent under our own brand and the rest for private label.
What trends do you propose for the coming winter season?
The ballerina is a fashion classic, but we always try to introduce innovations in terms of lines and colors. For next season the rounded or square toe – with a more fashionable allure – which are now the most popular solutions; while in terms of materials we have proposed patent leather, metallics, velour, and very feminine details such as the flat bow on the toe. The reference colors are brown, green, but also dark blue and blue. With this season we have also launched the pocket ballerina, for travel, which rolls up on itself thanks to the super flexible sole and can be used when traveling or to keep in a handbag, as an alternative to a high heel, for example, while driving a car.
What trade shows do you participate in besides Riva del Garda, and why is Expo Riva Schuh important for your business?
In addition to ERS, we take part in Micam Milan and Gallery Shoes in Dusseldorf. Although the trade fair in Riva del Garda is mainly aimed at volume footwear, it is a very important event for us because it is an international trade fair and opens the fashion season. Here we can get in touch with the buyers of our greatest interest, who, thanks to the early timing, can preview the collection, make any requests for changes, and then proceed with orders. The fair remains an indispensable opportunity for us to meet customers and establish long-term relationships, although after Covid we developed a direct online sales channel, which still covers a very marginal part of our business.