Inside Vivobarefoot's Sustainable Supply Chain Vision

Balancing sustainability with profitability drives Vivobarefoot’s mission. The footwear brand, renowned for promoting barefoot movement, has partnered with logistics leader Maersk to transform its supply chain. Its shared goal is ambitious: to fuel business growth while actively reducing environmental impact.
Founded in 2012, Vivobarefoot’s roots lie in more than making supportive footwear. The company embraces its status as a certified B Corp, a designation recognising businesses committed to social and environmental accountability.
Yet, its ambition stretches far beyond certification, as Charlotte Pumford, Head of Sustainability, explains, “Sustainability is at the heart of Vivobarefoot. From how we choose materials to our operations and business decisions.”
Vivobarefoot’s expansion, particularly in the USA, has been swift. With its main warehouse based in the Netherlands, transatlantic deliveries to American customers could take up to 14 days. This posed a logistical hurdle in meeting rising demand while maintaining a commitment to sustainable practices.
Seeking a robust solution, the company chose Maersk to handle its US warehousing and e-fulfilment operations.
“Maersk were a cut above the rest because they manage supply chain integration for you,” notes Nick Weekes, Vivobarefoot’s Head of Logistics. This partnership addresses the company’s logistical complexities while aligning with its vision for sustainability.
In February 2024, Maersk took over Vivobarefoot’s US logistics, including a new warehouse that reduced delivery times to just one or two days. Maersk also manages product returns, ensuring no shoes end up in landfill. Instead, they are repaired, recycled, or repurposed.
“Our tender had a whole section on sustainability,” Nick explains. “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.”
Tackling Scope 3 emissions through innovation
Central to this collaboration is addressing Scope 3 emissions and Maersk’s eco-friendly logistics solutions, including its ECO Delivery programme, are pivotal.
ECO Delivery uses lower-GHG fuels for cargo transport, cutting emissions significantly. Charlotte describes it as “a really good step for us. We’re willing to pay extra to really demonstrate what can be done in decarbonisation.”
Looking ahead, Vivobarefoot aims to leverage Maersk’s methanol-powered vessels, which provide even greater emissions reductions. Additionally, Maersk ensures its warehouses align with its 2040 net-zero goals.
Charlotte notes: “There is a big element of decarbonisation in the new warehouse. Utilising these technologies forms part of our B Corp requirements, so the scope of what could be achieved was really well aligned.”
A circular approach
Vivobarefoot’s sustainability strategy extends beyond logistics. The company focuses on circularity – designing products and systems to minimise waste and maximise resource reuse. This philosophy influences every stage of its operations, from material selection to product lifecycle management.
Innovative projects, such as 3D-printed, compostable footwear and the VMatrix tool for assessing product sustainability, underscore the company’s commitment.
“Circularity drives everything we do,” Charlotte explains. “We’re looking at how to better track emissions across the supply chain and improve every step of the process.”
The partnership with Maersk enables Vivobarefoot to expand globally while staying true to its values. New facilities are planned in Germany and Asia, each designed with decarbonisation at the forefront.
This collaboration not only supports Vivobarefoot’s operational goals but also demonstrates how sustainability and profitability can coexist.
Collaboration for a sustainable future
Both organisations acknowledge that achieving their goals requires ongoing effort and innovation.
“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,” says Charlotte.
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.”
By tackling logistical challenges and prioritising environmental stewardship, Vivobarefoot and Maersk are setting a compelling example of how businesses can innovate and grow while addressing their environmental impact.
Their journey serves as a reminder that achieving sustainability requires investment in partnerships, shared vision and a willingness to invest in meaningful change.
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