TRASE Footwear

TRASE Footwear is a direct-to-consumer (D2C) brand based in New Delhi, India, that specializes in stylish and comfortable footwear for women and children. The company was founded in 2016 by Jitin Goel and Dhruv Gupta. Initially bootstrapped, the brand achieved an annual recurring revenue (ARR) of Rs 18 crore by 2020. Their product line includes a variety of athletic and casual shoes such as sneakers, flat sandals, heels, and ballerinas. TRASE focuses on comfort-driven design, incorporating features like ergonomic footbeds, breathable materials, and anti-skid soles.

In 2021, the e-commerce roll-up company Upscalio acquired TRASE to expand its portfolio. However, due to a strategic shift by Upscalio to focus on home and kitchen categories, the founders reacquired the brand in April 2024. This move was followed by a $500,000 angel investment round to be used for working capital, team building, inventory, and marketing. The round was led by Deep Bajaj and Mohit Bajaj, co-founders of Sirona Hygiene, with participation from other investors.

TRASE operates on a multi-channel sales model, selling products through its own D2C website and major e-commerce marketplaces like Amazon, Flipkart, and Myntra. The company also plans to expand into offline retail by opening shop-in-shops, starting in the Delhi NCR region. As part of its social commitment, the brand aims to donate one pair of shoes for every ten pairs sold.

Keywords: D2C footwear, women's footwear, children's shoes, e-commerce, Indian footwear market, direct-to-consumer, fashion startup, online retail, comfortable footwear, casual shoes, athletic shoes, Jitin Goel, Dhruv Gupta, brand reacquisition, angel investment, phygital retail, shop-in-shop, social responsibility, fashion accessories, retail brand