Vietnamese footwear brand Saado eyes US expansion after Southeast Asian success

Vietnamese startup footwear brand Saado plans to expand its retail network into the US after successful launch in Laos, Cambodia and Myanmar within just a year – all without a single store. 

Last month, Saado launched its products on Amazon in the US, using the tagline “US Brand, Vietnam Soul”.

“By applying for a US trademark, our brand is able to protect our products while enabling us to sell the sandals at a more competitive prices” said Le Lam Hai Phung, CEO at Saado. 

Despite successful growth in four countries, Phung added he had no intention to set up physical outlets and planned to focus on a direct-to-consumer “Uber in Retail” business model instead. 


Founded in January last year, Saado has partnered with 40 stores throughout Vietnam as well as selling direct online and through marketplace platforms like Shopee. The company plans to enter three other Asian markets by the end of next year. 

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