Search:

Marshoes is one of Spain’s top women’s shoe manufacturers. It is based in Elche, Alicante, the home of the Spanish footwear industry.

Marshoes operates three different brands: Ras, Alima and Jocomomola. Each has its own identity and a highly skilled team. A good eye for business, innovative design and carefully honed advertising are some of the secrets of the firm’s success.

The three friends behind the company form a solid partnership, sharing common ideals and enthusiasm. General manager Antonio Medina told us more about the trio’s work and revealed what makes Marshoes tick.

How did Marshoes begin. Is it a family business?

The firm was initially created by José Morán [sales and marketing director], Rafa Boix [designer and creative director] and myself [general manager and financial director]. Apart from dealing with the financial side, I also coordinate the different departments. As to whether we’re a family firm, I’d definitely say yes. Although we’re not related in any way, we’re a small company and that in itself gives us a family feel. When we started in 1995 our aim was to create an international brand based on design and creativity. We wanted to do something a bit different from the rest, something more global in the mid- to high-end segment. The three of us complement one another very well and I think that’s why it worked right from the start. We were able to provide the three basic ingredients any organisation needs: creativity, a good product and marketing.

Tell us more about the Marshoes brands

We have two of our own. Ras is the main one and the one we started out with. Alima is the brainchild of Italian designer Franca Carrazo. She’s also a partner in the firm and is in charge of the brand’s creative management. Our youngest brand and latest addition to the group is Jocomomola by Sybilla, the Spanish couturier. Rafa, our creative director, had the good fortune to meet Sybilla early on, so when she created her younger fashion line, she came straight to us for the footwear. Today we are licensed to sell Jocomomola all over the world, except in Japan.

They are all women’s footwear labels. How do they differ?

Alima is perhaps the most sophisticated line, for special occasions. Ras is striking for its innovative, trendy designs, ideal for a woman who likes to look a bit different from the rest. Jocomomola is a young, casual, less conventional line with something of the hippy about it.

The materials you use are highly original and have created quite a stir. They have included printed patterns, raffia, embroidered fabrics, cork and wool. Where do source them?

We mainly get them in Spain. But we import from all over the world, particularly from Italy, but also from India and Brazil. We buy a lot of wood from Brazil and we get accessories and sequin appliqué from India. But Spain is still our main supplier.

Is your summer or winter collection stronger?

Like most footwear manufacturers in Spain, we make two collections a year. We sometimes produce something for the Christmas festivities too. Our designs are so different; we can’t follow fashion and produce something ready-to-wear that’s out in the shops tomorrow. In any case, that’s not our aim. When we started out with Ras, the spring/summer season was much bigger. The colourful, youthful collections were more in keeping with a summery style. But a huge effort has gone into our latest autumn/winter designs. Rafa has used highly innovative materials and we’ve produced really attractive collections. Today, we try to strike the right balance, but summer is always that bit stronger. For Alima, both collections are roughly the same size, whereas for Jocomomola, the summer range is again rather wider.

How does the Marshoes design team operate?

It’s headed by Rafa. He’s a magnificent footwear designer and is great at putting ideas into practice. I never cease to be amazed when I see him at work, sprawled out on the ground or huddled in intense debate with his team. I sometimes look at a drawing and wonder how on earth we are going to do it. But there’s never a doubt in Rafa’s mind. He calls his technicians around him and the product gradually takes shape. Each label has its own very special design process. The only thing they have in common is Rafa, who directs the teams. Then each label has its own product managers and its own development team. All the designs are included on our IT system with their respective drawings, photos and components. We like to have it all computerised, so we’re quicker off the mark when it comes to ordering the raw materials.