About Us

Feetunique | Started back in 2011 – The Vision

It’s simple. We believe that quality comes first. For any business to survive it needs satisfied customers – we sell shoelaces in all fabrics, shapes, colours and lengths, and we’ve been doing so since 2011. Since the beginning we’ve been determined to not just be another mediocre shoelace supplier in it to make a quick buck. Instead, the vision has always been about providing more value than our customers expect. Finding the best quality shoelaces possible at the best price, providing a level of service beyond what is expected, making sure each customer is 100% satisfied. To have a shop we can be proud of.

Where it all started…

Far up north, in a small corner of Europe, hides a place crowned the happiest country in the world, famed for its kingdom and home and birthplace of LEGO®. This small country is called Denmark and that’s where our journey began.

The idea…

In 2012 two childhood friends, me (Claus) and Christian, wanted to take on the world. We had a dream of starting a company for ourselves. We knew we wanted to sell something related to clothing, because we always searched for unique clothing ourselves, but we had no idea what it would be. We discussed obsessively for weeks and searched the market for any possible branch where the items offered fell short of the demand and one day we “suddenly” got what (we believed) was the perfect idea: Shoelaces! Of course!

Climbing the mountain…

We were both bubbling with excitement, and immediately started planning every possible detail of the project (It is safe to say we had too many “awesome ideas” we liked and we had to boil it down to the very core). Our parents thought we were crazy, (and they were probably right), and so did our friends. Comments like “No one buys shoelaces”, “You can’t sell that”, “There’s no money in that” and “I really think you should stick with your day job” was common. Sometimes they even burst out laughing when they heard the idea. It wasn’t easy to hear but because we were already determined to do it, it somehow it ended up just reaffirming that we had to do it and prove them all wrong. We got started and I have to be honest, things were tough, sales were non-existent and it was an uphill battle all the way. We did, however, grow every year: in our eyes it was a marathon not a sprint.

5 years and still growing…

Now 5 years later, we are now selling shoelaces online in 8 countries and more are coming up! We currently sell shoelaces in the following countries: USA, Denmark, France, Sweden, Spain, Netherlands, Italy, United Kingdom, Belgium, Finland, Austria.