Genuins Will Expand Footwear Brand in United States
The footwear company will debut a children's collection this November following a successful push into the U.S. wholesale market.
Updated on Sept. 30, 2026 in Retail
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Footwear brand Genuins plans to expand its U.S. presence through new wholesale partnerships and the debut of a children's collection in November 2026. The company recently secured over 30 U.S. retail partners to bolster its market entry.
Why it matters
This expansion represents a strategic pivot for the Spanish footwear brand as it seeks to scale its North American footprint beyond direct-to-consumer sales. The company tailors its product offerings to meet specific regional consumer preferences and environments.
Genuins grew its total workforce to 164 employees in 2025 and currently utilizes renewable energy for 68 percent of its production facility operations. The U.S. consumer base is comprised of 60 percent female and 40 percent male shoppers.
The players
Genuins
This footwear brand is based in Elche, Spain, and sources leather from Leather Working Group Gold-certified tanneries.
José Quirant Torres
He is a founder who began building the Genuins brand in 2014 alongside Asun Quirant Torres.
Asun Quirant Torres
She is a co-founder who helped initiate the current brand development in 2014.
The details
Genuins operates an office and warehouse in Texas to support its growth, having signed more than 30 retailers across the country in the six months leading up to September 2026. The brand currently reaches consumers through its website and Amazon, while leveraging both micro and macro influencers to target specific demographics.
Timeline
1942: José Quirant and Dolores Maestre opened a shoe store.
2014: Asun and José Quirant Torres began building the Genuins brand.
2024: The company recorded 15 percent revenue growth totaling 18.5 million euros.
2025: The company workforce expanded to 164 employees.
November 2026: The brand will launch a new children's footwear collection.
Market Landscape
Genuins follows an industry-wide pivot toward vertical integration and sustainability-focused material sourcing to maintain a competitive edge. This expansion strategy positions the company against established footwear rivals by utilizing distribution partners to reach department stores and specialty boutiques.
Shoppers can expect increased physical availability of Genuins products in local department stores and specialty boutiques as the brand expands its wholesale partnerships. This shift may also lead to a broader range of styles being accessible beyond the company's existing online and Amazon storefronts.
The takeaway
Retailers continue to diversify their supply chains by targeting brands that emphasize both regional consumer preferences and sustainable manufacturing. Consumers benefit from these expansions as niche global brands become more accessible through traditional brick-and-mortar storefronts.
What happens next
The brand is scheduled to launch its new children's footwear collection in November 2026.
Further reading
For more on the changing landscape of national brand distribution, visit the Retail section.
Source note: This article includes information reported by WWD.
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