Nodaleto is outgrowing its big heels, according to Paris.
With the release of its first new heel form since the brand’s debut in 2019, Julia Toledano’s shoe company, which she cofounded with her boyfriend Olivier Leone, is entering its next stage of growth as she approaches her 30s.
The Angel, from the spring 2023 collection, is aimed at a more sophisticated clientele with a sensual bent and features a smaller curved heel with a geometric imprint that pays homage to Nodaleto’s iconic Bulla Babies shoe.
“The Nodaleto Girl is becoming a Nodaleto Woman,” declared Toledano, who turned 30 in April and now revealed she is expecting her first child. It is a shift that takes the past into account. Instead, it has evolved as I have as I have matured.
The company, which debuted its first location in Miami at the end of last year, plans to build a new boutique and introduce a new pillar every year between now and 2027, beginning with Paris at the end of this year and moving on to New York City and Seoul later. Additionally being developed are a purse and other accessories.
Nodaleto is ready to go beyond its highly imitated block-heeled mary jane design, memorably worn by Camille Razat in the Netflix series “Emily in Paris,” and provide a whole world of footwear after doubling the size of its staff to more than 20 employees over the last year.
“We had a solid start with a really recognisable look, but we don’t see ourselves as a popular brand. We aim to establish a classic brand that transcends fads, added Leone.
“In the medium to long term, this brand has to become a maison and a real shoe brand on par with the likes of Jimmy Choo, Christian Louboutin, and Gianvito Rossi,” he continued.
Toledano said that although the privately held firm doesn’t release its financial information, it has grown by 120% annually since its founding and generated twice as much money as was anticipated in its first four years of operation. It now has 90 places of sale worldwide, with plans to reach more than 150 by 2027, according to the source.
According to Leone, direct owned stores account for 20% and wholesale accounts for 30% of turnover, with online sales making up the remaining 25% to 30%. Nodaleto intends to increase this percentage to 50%.
The company, which manages its own online sales, launched its first warehouse in France in 2021 and plans to add more specialised facilities in the United States and Asia. At the conclusion of 2023, it also intends to begin shipping from Miami, according to Toledano.
Although sales is seasonal and driven by high-profile events like Art Basel Miami and the Formula One Grand Prix, the store there is doing somewhat better than projected.
For us, opening this store was like a laboratory, according to Leone. “We are speaking to a brand-new clientele who may not be familiar with the product.”
Beyond recognising the need to appeal to a somewhat older demographic, Nodaleto is working on two partnerships, the first of which will be with Marc Jacobs’ streetwear brand Heaven in 2021 on a capsule collection of Gen Z-friendly shoes and boots with ’90s inspiration.
While it is already well-liked by K-pop singers like Jennie of Blackpink, Toledano would want to expand into personalised looks for famous people. I genuinely want to collaborate with artists in the future, but it needs more time,” she remarked. We would like creating stage clothing.
