Greats Raises $1.5M to Disrupt Men’s Footwear Market with Direct-to-Consumer Model
In an era where quality and affordability rarely go hand-in-hand, Brooklyn-based footwear brand Greats is changing the game. The company recently closed a $1.5 million seed round led by Resolute Ventures, with participation from High Peaks Venture Partners, Mark Gerson (Gerson Lehrman Group), NFL star Adrian Wilson, and other investors.
The Greats Vision: Premium Shoes Without the Premium Price
Founded in August 2013 by footwear industry veterans Ryan Babenzien and Jon Buscemi (with 20+ years combined experience), Greats eliminates traditional retail markups by:
- Designing in-house
- Manufacturing directly
- Selling exclusively online
This direct-to-consumer approach allows them to offer premium-quality men’s shoes starting at just $59—a fraction of traditional luxury footwear prices.
Why Investors Are Betting on Greats
The seed funding follows a successful $500K angel round and comes as the company:
- Consistently sells out inventory
- Gains traction among style-conscious consumers
- Expands its team and operations
“This capital lets us refresh inventory, grow our team, and strategically build our brand,” explains Babenzien. “We’re focused on sustainable growth rather than quick expansion.”
Strategic Focus: Quality Over Quantity
While consumers have requested international shipping and women’s styles, Greats remains strategically focused:
- No immediate plans for international sales despite global demand
- Men’s footwear remains the sole focus for brand development
“Building an authentic brand takes precedence over chasing every revenue opportunity,” Babenzien states. “Once we’ve perfected our core offering, we’ll consider expansion.”
The Future of Footwear
With its unique value proposition and growing investor confidence, Greats exemplifies how digital-native brands are reshaping traditional industries. By combining quality craftsmanship with disruptive pricing, they’re proving that great style doesn’t require retail middlemen—or exorbitant price tags.
Learn more about Greats’ innovative approach at their official website.
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