Peter Brezani from Be Lenka: At the beginning, they told us that it had no potential
Peter Brezani - COO Be Lenka, revealed how they managed to break through, why they decided to create a second brand Barebarics, how they use AI and technological innovations, and what challenges they had to tackle during rapid growth.
Be Lenka currently sells in 70 countries and grows by 40% annually. However, when the company was founded in 2017, analyses showed that barefoot had no potential in Slovakia. Peter Brezani, COO of Be Lenka, explained why Be Lenka was created despite this, why entering a new market sometimes succeeds only on the third attempt, and how they scale a constantly growing business. Peter revealed the tools that help them streamline work and also shared the names of books that move and inspire him.
From Ergonomic Carriers to Barefoot Shoes
Be Lenka originally started as a manufacturer of ergonomic carriers and wraps. Nothing indicated that a few years later it would be one of the fastest-growing companies in Slovakia, selling its barefoot shoes in over 70 countries worldwide.
But how did they get into barefoot shoes? The reason was simple. The founders of Be Lenka, Juraj Fehervári and Lenka Cenigová, were fans of barefoot shoes – naturally shaped, comfortable shoes that support proper walking. But when they searched for the ideal barefoot shoes for themselves, they found nothing suitable on the market.
And so the decision was made – they would start producing their own barefoot models.
How to Take Risks and Win
The beginning was very uncertain. In a small market like Slovakia, few people knew about barefoot. Juraj commissioned a Google analysis to find out what the market demand was. The result? Almost zero. "The analyst said he didn't see a business there. He didn't even want to invoice Juraj because he thought it was pointless." recalls Brezani.
But in business, it's often not about what the numbers say – it's about believing in the product and listening to your instincts.
Tip from ui42: especially when you are bringing a completely new product to the market, it is unlikely that people already know it, are looking for it, and you are the first to think of selling this product today. That's why in 2017, when Be Lenka was looking for the business potential of a new niche product, the demand analysis and KW from Google didn't look good, but it was still the right step to bring this product to the market. At that time, other metrics, other methodologies need to be introduced into market analysis, not just looking at raw data from search.
Juraj and Lenka were convinced that barefoot had potential and customers would gradually discover it. And that's exactly what happened.
The first collections sold out faster than expected. Interest grew, customers returned, and the market changed. Be Lenka became a well-known brand of barefoot shoes.
From Žilina to the World
From a local brand in Žilina, it gradually became an international player. But how to grow so that the brand lasts? Scaling an e-commerce brand is a huge challenge – too fast expansion can destroy cash flow, too slow will cost you market opportunity. Be Lenka therefore relied on a thoughtful strategy – strong online sales, brand building, and top-notch customer service, which made it famous already with carriers.
"People still remember what great service they had when buying a carrier. And that sets us apart – we want this experience to be the same with shoes," explains Brezani.
However, expansion was not always easy. "We had to open some markets on the second or third attempt," he admits. Before investing larger sums in marketing, they thoroughly tested demand and fine-tuned the strategy. This approach paid off – Be Lenka grows by 40% annually and in 2023 achieved a turnover of over 26 million euros.
The Emergence of Barebarics
Be Lenka quickly became a well-known name in the barefoot world, but over time they realized one thing – their shoes were mostly bought by women. Minimalist design, gentle lines, comfort… everything pointed to one target group.
But what about men? They were looking for something else – a sportier, urban style that would combine barefoot comfort with a bolder design. And so Barebarics was born.
"We wanted to bring barefoot sneakers to the city – more daring, modern in design. We saw a gap in the market and knew how to fill it," explains Peter Brezani.
The new brand quickly found its fans – stylish barefoot sneakers that mainly appealed to men. Today, Barebarics stands alongside Be Lenka as the second strong pillar of the brand, and together they form a dynamic duo that shows that barefoot is no longer just about health – but also about style.
Technology and Sustainability
"The most sustainable product is the one that lasts long," emphasizes Brezani. Therefore, they invest in material testing, the development of new technologies, and also collaborate with organizations like Sea Shepherd, which allow them to use recycled materials from retrieved nets.
Technologies are connected not only with production but also with marketing and customer support. AI helps them generate product photos, analyze data, and they use AI chatbots for customer support. "We strive to innovate in all directions – so that our products are not only of high quality but also environmentally friendly," adds Peter Brezani.
Marketing Strategy - a combination of In-House Team and External Experts
Some e-commerce companies manage marketing entirely on their own, others outsource it. However, Be Lenka found its own way – connecting a strong internal team with collaboration with external experts. "We don't want to close ourselves in our own bubble. Collaboration with multiple agencies gives us new perspectives and helps us grow faster," explains Peter Brezani.
What Awaits Be Lenka Next?
Be Lenka has ambitious plans. Expansion into new markets is one of the main priorities – the company wants to strengthen its presence in the USA and other strategic regions. At the same time, they are working on new collections and product categories that will expand their offer.
Technology and AI play an increasingly important role – from improving logistics to intelligent customer support. "We want to grow thoughtfully – innovate, but at the same time maintain the quality and values on which we built the company," says Peter Brezani. Be Lenka does not plan to stop – on the contrary, its goal is to bring barefoot shoes even closer to the whole world.
Peter Brezani recommends these books at the end of the podcast:
- The Almanack of Naval Ravikant – practical advice on life, business, and happiness.
- Dan Ariely – Behavioral Economy – a look at the psychology of decision-making.
- Ender's Game (Orson Scott Card) – sci-fi with psychological depth.
- author Isaac Asimov – sci-fi literature with philosophical overlap.
