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- 37:50 min

Interview

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How Larroudé Became a Disruptive Force in Footwear: Insights from Ricardo Larroudé

In a world where many businesses struggled to stay afloat during the pandemic, Ricardo Larroudé dared to launch a new footwear brand in 2020. Fast forward four years, and Larroudé has achieved what few brands dream of—being named “Brand of the Year” in 2024 by Footwear News. During the first episode of the second season of OFFBounds, podcast host Paula Macaggi sat down with Ricardo in São Paulo to explore the story behind this extraordinary rise. Their conversation revealed the bold strategies and innovative thinking that have set Larroudé apart in a crowded market.

From its inception, Larroudé has been laser-focused on filling a gap in the footwear industry. While most shoes sold are either budget-friendly or high-end luxury, Larroudé identified a “missing middle” where stylish, high-quality footwear could be priced affordably. “What if I created something as good as a luxury shoe but at a $300-$350 price point?” Ricardo asked. This vision became the foundation of the brand, achieved by vertically integrating their supply chain and relocating production to Brazil, a decision that significantly lowered costs without compromising quality. The result? Footwear that feels high-end but remains accessible to a broader audience.

Ricardo’s experience as an industry outsider also played a pivotal role in Larroudé’s success. Coming from a background in finance, he approached fashion with fresh eyes, questioning long-standing practices and reimagining how shoes could be designed, produced, and distributed. The brand’s direct-to-consumer model and dynamic supply chain allow them to minimize waste, respond to customer demand in real-time, and maintain competitive pricing. As Ricardo explained, “The cheapest shoe to make is the shoe that’s already sold.” This philosophy not only drives profitability but also aligns with sustainability—a value increasingly important to modern consumers.

Looking ahead, Larroudé is gearing up for an ambitious 2025, with plans for global expansion into markets like Mexico, Spain, and Colombia. They are also bringing more aspects of production in-house to maintain the brand’s agility and quality. Reflecting on his journey, Ricardo offered advice to aspiring entrepreneurs: “Start sooner, but don’t go it alone. Find partners who share your vision and complement your skills.” His story is a testament to the power of daring ideas, strategic thinking, and the importance of challenging industry norms. As Larroudé continues to grow, it stands as a model for how innovation can thrive, even in the most uncertain times.

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Dyson’s transformation wasn’t just about technology—it was about bold leadership, swift decision-making, and fostering a culture where everyone rallied behind a common goal. This mindset not only modernized Dyson’s retail systems but also set a new standard for innovation and customer experience.

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Interview

Transformation isn’t just about technology—it’s about people. Changing the way individuals and organizations think and work is the hardest part, but it’s also the most rewarding.

Greg Merrill on Transformation: Lessons from Nike’s Former Digital Leader

Transformation isn’t just about technology—it’s about people. Changing the way individuals and organizations think and work is the hardest part, but it’s also the most rewarding.

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