This Podiatrist Closed The $30 Million Gap Between Orthopedic And Fashion-Forward Footwear

In 2008, Podiatrist, Anna Baird, was predominantly treating young women and athletes but often struggled to find shoes that provided the right combination of support and style for her patients. Most options available lacked adequate support and cushioning, which is crucial for maintaining proper foot mechanics, especially for active individuals. Seeing a clear gap in the market, Baird began designing flats that provided the proper support without looking like the traditional orthopedic shoe which eventually turned into, Bared Footwear. Bared has now scaled to over $30 million in sales and has become Australia’s first B Corp-certified footwear brand, the iconic label is known for its commitment to sustainability, innovative bio-based materials, and fair wages for workers. The line boasts an extensive men’s and women’s range, with each shoe features a unique biomechanical footbed and hidden support features that enable all-day support with every perfectly shaped contour. Bared has amassed a cult-like following in its native country, delivering customer service beyond expectations.

“At the time, the limited supportive footwear options were designed for an older demographic, and as someone who wouldn’t wear them myself, I didn’t want to have to recommend them to my patients. The most common pain points people experience with shoes are a lack of arch support and cushioning. Many shoes also feature narrow or ill-fitting designs, often with narrow toe boxes, leading to issues like bunions, calluses, and general discomfort. Additionally, styles such as slides, mules, and flip-flops cause the toes to claw in order to keep the shoe on, which alters your gait biomechanics and can result in pain in the feet, lower limbs, and even the lower back,” explained Baird on why she created Bared Footwear. “Setting out to create a comfortable yet fashionable shoe was far from smooth sailing in the beginning. With my background in podiatry, I knew the features necessary to improve foot health, but when it came to design and manufacturing, I was completely clueless! Looking back, those initial designs were far from perfect. However, by listening to my customers and learning along the way, both the comfort and aesthetics of the shoes have greatly improved. Sixteen years on, we are thankfully worlds away from that first range!”

All Bared shoes feature a unique biomechanical footbed that include a metatarsal dome, cuboid notch, midfoot arch support and heel cup that can accommodate narrow feet, wide feet and even custom orthotics. In many styles, like boots, sneakers, and select ballet flats, these footbeds are removable, and each pair comes with a complimentary “Fit Kit” in the box, allowing you to customize the fit. For wider feet, the standard footbed can be swapped for a thinner option to create more room. For narrower feet, additional padding can be added under the front of the footbed to reduce excess space, ensuring a snug, comfortable fit. Even Bared’s heels are as comfortable as running shoes. This customizability paired with fashion forward style and a customer success team that is dedicated to helping consumers find the perfect fit, has propelled the growth of Bared.

Over the past five years alone, Bared’s revenue has grown by 3x to over $30 Million. “In the last six months, we have had a real focus on growing our online business into the US. In the last 6 months, our year on year revenue growth into the US has grown by 3.4 times (10% of our total business), and we expect strong growth rates to continue.We bootstrapped the business from day one. My husband and I poured all our savings into it, borrowed from family, sold our house, and racked up credit card debt just to keep things afloat in the early days. Thankfully, my husband Andrew, who is now our CFO, had a stable job as an accountant, which allowed us to keep food on the table and continue pushing forward. Despite the financial strain, there were always enough green shoots to keep us motivated and encourage us to double down, even during the toughest times. By 2014 the business was profitable and growing strongly. In 2019 we made the decision to sell part of our shareholding to Brett Blundy’s BBRC Private Equity. They are amazing partners, they bring fantastic retail experience and we share the same cultural values,” shared Baird on Bared’s growth.

When Baird started the business in 2008, her focus was on filling a gap in the market for great-looking shoes that were also good for your feet. Sustainability wasn’t at the forefront of her mind at the time. Six years ago, Baird had a wake-up call and realized how the fashion industry is one of the world’s most polluting industries. “I quickly realized that the biggest opportunity for change lay in the materials we use. Most shoes are made from petroleum-based components, so we’re on a mission to replace those with 100% biobased alternatives. Through our partnership with Natural Fibre Welding (NFW), we’re transitioning 90% of our total range to Pliant by mid 2025, a zero-plastic outsole. We’re also collaborating with innovators and universities worldwide to develop 100% biobased materials. We’ve put our money where our mouth is, because waiting for others to lead could take far too long,” explained Baird on Bared’s sustainability initiatives. “We’re incredibly proud to have led the way in becoming Australia’s first B-Corp certified footwear brand in March 2021. It was a significant milestone but truly just the beginning of our sustainability journey. Alongside this, we’re committed to giving back. Over the next five years, we’re raising $1.5 million to fund community projects in Malawi, helping those in need. This ties into our core mission—not just to create great shoes, but also to make a meaningful global impact.”

As Bared has expanded into the US this past, the focus has been allowing new customers to experience and feel their styles. Bared’s first U.S. store opened in New York City, marking the brand’s inaugural brick-and-mortar location outside of Australia, a major milestone in the brand’s growth trajectory as it seeks to expand its global retail footprint. Bared Footwear currently operates five flagship brick-and-mortar stores in Australia, with New York bringing the total to six. In July, the brand opened its first retail location in New Zealand, bringing the total to seven.

Looking ahead, Baird is focusing on expanding growth and sustainability, “We’re focused on several key areas. First, we’re expanding our online presence, with e-commerce continuing to drive the majority of our sales, especially with fast-growing traction in the USA. We’re also considering opening a few more flagship stores, though we’ll remain selective with physical locations to ensure the customer experience stays intimate and well-curated. Another core focus remains on leading in sustainable footwear, where our goal is to create shoes that are not only fashion-forward but also have a minimal environmental footprint. Lastly, we’ll continue our commitment to exceptional customer service and product innovation, ensuring both our loyal customers and new ones keep loving and choosing our shoes.”