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O&B shoes credits influencers, partnerships for its rapid success

Despite being relatively new in the market, Thailand’s footwear brand O&B has built a strong presence in the competitive fashion and e-commerce sector. 

In just eight years it has grown from a specialist maker of ballerina shoes to a broad brand of women’s footwear with its own flagship in Bangkok and growing international business via e-commerce.

O&B launched in 2012 with its first collection of 50 shades of soft ballerina shoes made from lambskin.

Since then it has tapped the influencers and complementary brands, collaborating with names including Anna Dello Russo, Aimee Song, and famous Japanese cartoon character Sailor Moon.

The Thai company also featured in Anna Dello Russo’s fashion show during Milan Fashion Week SS18 and top magazines, including Cosmopolitan, Elle, Vogue and L’Officiel. 

Founded by Rarin Thongma, a celebrity within the fashion industry in her own right, O&B now has more than 1 million followers across its social-media platforms. 

Thongma completed a master degree in Fashion Marketing & Retail Management at Istituto Europeo di Design in Milan, Italy.

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