Vivobarefoot & Maersk Collaborate for Responsible Logistics

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Vivobarefoot has partnered with Maersk to align sustainable goals with strategic growth (Credit: Vivobarefoot)
Vivobarefoot partners with Maersk to align sustainable goals with strategic growth - pursuing decarbonisation, innovation and responsible logistics

Balancing sustainability with profitability is at the core of Vivobarefoot’s approach. This philosophy led the footwear retailer to form a ground-breaking partnership with logistics giant Maersk.

Together, they are striving to build a supply chain that not only supports business growth but also actively contributes to a sustainable future.

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Vivobarefoot is a certified B Corp and is committed to environmental and social responsibility.

The company was founded in 2012 by two cobblers who believed in the regenerative benefits of barefoot movement. Their vision extended beyond creating biomechanically supportive footwear to making their products and operations as sustainable as possible.

“Sustainability is at the heart of Vivobarefoot," says Charlotte Pumford, the company's Head of Sustainability. "From how we choose materials to our operations and business decisions."

Charlotte Pumford, Head of Sustainability at Vivobarefoot

Yet, Vivobarefoot acknowledges it has further to go: “We don’t make sustainable footwear…yet. But we’re working hard to make that a reality, and then go one step further,” Charlotte adds.

The company’s strategy for achieving this is built on three pillars: business, product and community.

As Vivobarefoot expands, it aims to correct industry wrongs, embrace regenerative practices and grow responsibly.

Head of Logistics, Nick Weekes, highlights the challenge: “We’re growing quickly, and we need to be able to manage it.”

Partnering for sustainable logistics

Vivobarefoot’s rapid growth in the USA presented logistical challenges. With its main warehouse in the Netherlands, delivery lead times stretched to 14 days, hindering their ability to meet rising demand.

Seeking a solution, the company chose Maersk to manage its US warehousing and e-fulfilment operations.

“Maersk were a cut above the rest because they manage supply chain integration for you,” adds Nick. This comprehensive support extends from sourcing and shipping to final-mile delivery and returns. 

Nick Weekes, Head of Logistics at Vivobarefoot

“Our tender had a whole section on sustainability. We didn’t pick Maersk because of price, but because they had the credentials and the same vision about making our corners of the world a better place,” Nick explains.

In February 2024, Maersk assumed responsibility for Vivobarefoot’s US operations. This included managing a new warehouse that ensures faster delivery times down to just one or two days – and handling product returns sustainably.

“Our shoes don’t go to landfill; they are repaired or recycled. Maersk manages that too,” says Nick.

This success has set the stage for global expansion, with new facilities being developed in Germany and plans for further growth in Asia and additional markets. Decarbonisation remains a priority and Maersk ensures all warehouses align with its goal of achieving net-zero emissions by 2040.

“There is a big element of decarbonisation in the new warehouse,” adds Charlotte. “Utilising these technologies forms part of our B Corp requirements, so the scope of what could be achieved was really well aligned.”

Vivobarefoot are looking at 3D-printed, compostable and recycled footwear in the future

A shared vision for the future

Beyond warehousing, Vivobarefoot entrusted Maersk with all its ocean freight in 2024, leveraging Maersk ECO Delivery. The programme allocates lower-GHG fuels to reduce the carbon footprint of cargo transportation.

“ECO Delivery was a really good step for us," Charlotte shares. "We’re willing to pay extra to really demonstrate what can be done in decarbonisation." This marks a stepping stone toward using Maersk’s fleet of methanol-enabled vessels, which offer even lower emissions.

Vivobarefoot is also developing innovative sustainability initiatives, such as 3D-printed, compostable footwear and the VMatrix, a tool to assess the sustainability of each product. The company relies on partners such as Maersk to help realise these ambitions.

“Circularity drives everything we do,” continues Charlotte. “We’re looking at how to better track emissions across the supply chain and improve every step of the process.”

For both organisations, the journey toward sustainability is ongoing. “We want to demonstrate that sustainability can support ROI, not harm it. No one has cracked that balance yet, but we’re up for the challenge,” Charlotte concludes.

Reflecting on the partnership, Nick adds: “We have an open dialogue with Maersk. No relationship is perfect, but as long as you work together to get around obstacles, you’re going in the right direction.”


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