Vessi, a Vancouver-based footwear brand known for waterproof knit shoes, is significantly expanding its retail presence across Canada. Originally a digital-only brand focused on direct-to-consumer (D2C) sales, Vessi has quickly become a favourite among Canadians who need comfortable, weatherproof footwear.
Co-Founder and CEO Andy Wang shared insights with Retail Insider on Vessi’s expansion strategy, revealing the brand’s plans to operate three permanent stores by the end of 2024, plus a pop-up location in downtown Toronto.
Since its debut in 2018, Vessi has aimed to revolutionize how people experience rainy days, combining style and function in waterproof footwear. Its retail expansion includes locations at Metropolis at Metrotown in Vancouver (which opened in 2022), Square One in Mississauga, and a new pop-up at CF Toronto Eaton Centre. Last week, a fourth store opened to huge crowds at CF Richmond Centre near Vancouver.
Each store gives customers an immersive experience, bringing the brand’s Dyma-Tex waterproofing technology to life. Wang explained that retail offers a unique opportunity for brand connection and consumer trust.
“Seeing customers try on a pair of Vessis and step into a water bucket, only to realize their shoes are still dry—that experience has been incredibly rewarding,” Wang said. “It’s one thing to read about waterproof shoes online, but it’s another to feel the difference firsthand.”
Engaging In-Store Experience and Interactive Elements
Each Vessi store is designed to embody the brand’s mission of “embracing happiness in the rain.” The Square One location, for example, will offer a preview of the brand’s upcoming rebrand by showcasing vibrant yet sophisticated aesthetics that emphasize comfort in wet weather. Interactive displays demonstrate the shoes’ waterproof capabilities, while water buckets in the stores offer shoppers a hands-on experience of Vessi’s technology. “Trying on our shoes and stepping into water is a ‘wow’ moment for customers,” Wang noted.
The expansion into retail marks a shift in Vessi’s revenue model, with brick-and-mortar sales now contributing 10-15% of the brand’s total revenue. “Our first store at Metrotown in Vancouver was a test, but it showed us that retail can work for Vessi,” Wang said. Vessi’s Canadian expansion is led by David Garbuz of Oberfeld Snowcap, supporting Vessi’s strategy to reach key Canadian shopping centres with high foot traffic.
Sustainability at the Core of Vessi’s Design
Vessi’s approach to sustainability is integral to its identity, from the materials it uses to its community-focused initiatives. Its signature Dyma-Tex material minimizes environmental impact by reducing waste, a key advantage over conventional footwear production methods that often generate significant material waste. “Compared to leather or canvas, where there’s a lot of waste, our Dyma-Tex knit is low-waste and water-efficient,” said Wang.
Vessi’s commitment to environmental responsibility extends beyond its products. The brand established a community fund during the pandemic, initially to help frontline workers. Since then, the fund has expanded to support water conservation and access projects globally. Vessi has helped construct 50 to 70 wells in water-scarce regions worldwide and has partnered with organizations to improve access to clean water. “Our community fund began as a way to give back, but it has grown into a central part of our brand,” Wang said.
Growing into the U.S. Market and Expanding Wholesale
While Vessi has built a strong Canadian presence, the brand is now setting its sights on the U.S. Currently, 60% of Vessi’s sales come from American customers who shop exclusively online. Wang sees opportunities for retail locations in U.S. cities that align with Vessi’s brand values and climate, such as Seattle. “The U.S. offers huge potential, especially in cities where we already see demand,” Wang said.
Vessi’s growth strategy also includes exploring wholesale partnerships in the U.S., with initial plans for 2025. “We’ve been a D2C brand from the start, but partnerships and retail stores will help us reach customers where they are,” Wang shared. Wang anticipates double-digit revenue growth as new products and retail locations are introduced, aiming to bring Vessi to more customers both online and in-store.
Vessi’s approach to retail offers valuable consumer insights, as shoppers interact with the brand’s products and story directly. From waterproof displays to knowledgeable team members, Vessi’s stores provide a unique experience, bringing the brand’s values to life.
“Our stores serve as a marketing channel, where our team engages with customers, demonstrating our commitment to rain-ready comfort and everyday waterproofing,” Wang said.
Expanding Product Range and Building Multi-Generational Appeal
Since its early days, Vessi’s product line has expanded to appeal to a broader audience. The range now includes athletic-inspired sneakers, casual slip-ons, and high-top winter boots, catering to various styles and needs. The brand has even introduced children’s sizes, which Wang notes are particularly popular among young customers. “Our younger customers are some of our biggest fans,” he shared.
Vessi’s new products also reflect its commitment to sustainability, with ongoing development of eco-friendly materials and designs. As Vessi grows in both Canada and the U.S., Wang anticipates continued innovation in design, ensuring the brand meets customers’ needs while staying true to its sustainable mission.
Vessi’s journey from a Kickstarter launch to one of North America’s fastest-growing footwear brands illustrates the power of innovation in Canada’s retail landscape. With new stores, a brand refresh, and sustainable practices at its core, Vessi is setting the stage for further expansion in both the Canadian and U.S. markets.
