Geox
Geox S.p.A. (controlled by LIR, Moretti Polegato family) · Italy
Geox is an Italian footwear and apparel company founded in 1995 in Montebelluna by Mario Moretti Polegato. It is listed in Milan and controlled by the Moretti Polegato family holding LIR. Geox built its brand on a patented breathable sole that lets moisture out while keeping water out.
| Founded | 1995, Montebelluna |
|---|---|
| Founder and chairman | Mario Moretti Polegato |
| Owner | Geox S.p.A., listed on Borsa Italiana; controlled by LIR |
| Headquarters | Montebelluna, Italy |
| Chief executive | Enrico Mistron (since 2024) |
| Website | geox.com |
What is Geox?
Geox is an Italian brand of shoes and clothing built on the idea of breathability. Its website headlines Geox Respira, breathable footwear and clothing, combining urban-inspired design with technologies such as Spherica, Nebula and Aerantis. The company, Geox S.p.A., is headquartered in Montebelluna, in the province of Treviso, a historic shoemaking district.
History
Geox was founded in 1995 by entrepreneur Mario Moretti Polegato, who remains chairman. The name combines the Greek geo, earth, with an x for technology. The company listed on the Milan stock exchange in December 2004. According to Italian Wikipedia, Moretti Polegato controls about 71 per cent through the family holding LIR. Through LIR he also acquired the sports brand Diadora in 2009.
Geox has seen several management changes; Enrico Mistron, previously at Luxottica, became chief executive in 2024.
Products and positioning
Geox is positioned in the mid-market. Its core innovation is a rubber sole with micro-holes and a membrane that lets perspiration escape while keeping water out, protected by a large portfolio of patents. The range includes:
- Casual and formal shoes for women and men
- Children's footwear
- Trainers with branded comfort technologies
- Outerwear and clothing using breathable systems
Business model and distribution
Geox sells through a network of Geox-branded stores, both directly operated and franchised, as well as multibrand retailers and its own e-commerce. Its website includes dedicated franchise and B2B areas. Most production takes place in Asia, and exports account for the majority of revenue, with Europe as the largest market.
Why it matters
Geox is one of the best-known examples of an Italian fashion company built on a patented technical feature rather than on design alone. Its story shows both the strength of a clear functional promise and the challenge of keeping a technology-led brand fresh as competitors adopt similar comfort features.
Frequently asked questions
Who owns Geox?
Geox S.p.A. is listed on the Milan stock exchange and controlled by LIR, the holding of founder Mario Moretti Polegato and his family, which holds about 71 per cent.
Why are Geox shoes called breathable?
Geox soles use micro-holes combined with a waterproof, breathable membrane. This lets moisture escape from inside the shoe while keeping water from getting in.