Softinos
Kyaia · Portugal
Softinos is a Portuguese comfort footwear brand created within the Kyaia group, the owner of Fly London. It makes soft, flexible and colourful shoes, mainly for women, produced in Portugal.
| Parent group | Kyaia |
|---|---|
| Country | Portugal |
| Main customer | Women |
| Key markets | Germany, United Kingdom, United States |
| Website | softinos.com |
What is Softinos?
Softinos is a footwear brand born within Kyaia, the Portuguese footwear group that also owns Fly London. Its shoes are produced in Portugal and are built around comfort, with a cheerful, bold and colourful look.
Products and positioning
The brand's construction relies on soft and flexible materials, thin soles, smooth leathers and soft laces. Around 90 per cent of production is aimed at women, although men's collections have been gaining importance.
- Comfort footwear with thin, flexible soles
- Smooth, soft leathers
- Fun, colourful styling that sets it apart from classic comfort shoes
Distribution
In Portugal, Softinos is sold in Fly London stores within the Foreva chain, which also belongs to Kyaia, and in other footwear retailers. Internationally the brand has been sold in more than 30 markets, with Germany, the United Kingdom and the United States as its anchor markets, and it has targeted further expansion into South America and Asia.
Why it matters
Softinos shows how a Portuguese footwear group can build a second label alongside an established brand, using shared retail and export networks to bring a distinct comfort proposition to international wholesale customers.
Frequently asked questions
Who owns Softinos?
Softinos was created within Kyaia, the Portuguese footwear group that also owns Fly London.
Where are Softinos shoes made?
Softinos shoes are produced in Portugal.