Carmina Shoemaker expands globally after reaching €20 million in 2024, with new stores in Luxembourg and London

Founded in 1866 by Matías Pujadas in Mallorca, Carmina Shoemaker has evolved into a globally recognized artisanal footwear brand. Now in its sixth generation, the family-led business reached €20 million in revenue in 2024. “We are five siblings, a family business, and we want to keep it that way,” says commercial director Sandro Albadalejo. Looking ahead to 2025, Carmina is gearing up for key expansions, with new stores set to open in Luxembourg and London—moves expected to drive annual revenue growth of up to 15%.

The Balearic brand maintains a balanced distribution strategy across its sales channels. Wholesale accounts for one-third of its revenue, with Carmina products available in 50 to 70 retail locations across Asia, Europe, and the United States. “We are not investing in wholesale; we prefer to focus on our own channels, where we have more control. That said, wholesalers give us access to luxury stores and high-value brands,” says Albadalejo.

Another third of sales comes from its global online platform, while the final third is generated through its retail network. Carmina currently operates seven boutiques, with locations in Palma, Madrid and Barcelona in Spain, as well as Paris, two in New York, and San Francisco—its latest addition, which opened in May 2024. “Between May and June, we will open a store in Luxembourg, and we are also finalizing a deal for a location in Mayfair, London, which will likely open before summer,” Albadalejo reveals. “We are also looking at Munich or Hamburg, as well as Tokyo, with openings planned between late 2025 and early 2026.”

The United States remains Carmina’s strongest market, followed by Spain and Germany, which ranks second in online sales after the US. Given the American market’s significant role in Carmina Shoemaker’s revenue, how does the company navigate tariff concerns? “This is the reality for us and all manufacturers today. The shoes we make here, which American customers demand, are not produced locally, so in that sense, we have some protection. However, if a 20% tariff is imposed, we will have to adjust our prices accordingly, which we understand could slow down demand,” explains the commercial director.

Since establishing as a footwear brand in 1997, Carmina has remained dedicated to traditional craftsmanship. The company operates two factories in Mallorca, where up to 100 artisans are involved in the production process. While primarily known for men’s footwear, its women’s collection now represents 25% of its catalog. “We have two in-house factories and produce 300 pairs daily—about 60,000 a year. Our facilities could increase production by 25% to 30%, but our focus is on high-end products rather than volume at lower prices,” says Albadalejo.

Carmina employs around 200 people and has subsidiaries in the United States, the United Kingdom, Japan, and France. The family’s holding company, Alta Zapatería Balear, fully owns these divisions.

With its deep-rooted heritage in bespoke shoemaking, Carmina Shoemaker has made personalization a core part of its identity. Customers can “design” their own shoes by selecting materials, finishes, and details such as buckles. The brand has also introduced a foot-scanning service—currently available in its New York and San Francisco stores—that creates a custom wooden last for each client, ensuring a perfect fit. “A bespoke pair of shoes in the UK can cost around £10,000. With our process, a similar product could be made for approximately €2,000,” says Albadalejo. The company plans to roll out this service gradually across its retail network.