Bared It All

Bared Footwear has been kicking since 2008 and has slowly spread from it’s home base in Melbourne to New York, and now here in Auckland. The brands CEO Anna Baird took an unconventional journey from being a practicing podiatrist to successful entrepreneur after seeing a gap in the market for comfortable yet stylish shoes. Often good look shoes are killing you from the toes up, but that doesn’t need to be the case. Now, nearly two decades later, she leads a thriving company known for its innovative approach and commitment to sustainability. We spoke to Baird about her entrepreneurial journey as well as any fashion tips she can give us along the way.

I’m not sure many can say their career path started in healthcare and ended in fashion. Can you walk us through your journey?

Absolutely, it’s not the most conventional path! My journey began in podiatry, where I became increasingly frustrated with the lack of stylish footwear options that I could recommend to my patients. The shoes that were good for your feet were clearly designed for an older customer and I would never have worn them myself. I kept seeing this gap in the market, and eventually, I realized that if no one else was going to fill it, I would.

Did you bootstrap or did you find investors? Where does money go first, developing the product before figuring out how to get it out there?

My husband Andrew and I boot strapped the business. It is the typical start-up story of risking everything to keep things alive. The first few years were hard. Andrew was working full time as an accountant for the first 7 years, so we had his salary, but we put every dollar we had into the business. We sold our house and rented it back and loaded up on credit card debt. Initially we had put all of our capital into a large order of shoes that to be honest looking back now were fairly ugly and didn’t fit particularly well. I was in the store everyday so I could see what I needed to do to improve the shoes I just needed to keep it alive long enough to make the necessary changes. My primary focus was on developing shoes that I was proud of—shoes that looked great but were also biomechanically sound and comfortable. For me, the product and fantastic customer service came first. My shoes were not great my customer service was. Our customers believed in what I was trying to achieve and loyally stuck with the brand as the shoes improved. Marketing in the early days was me working out how to use photoshop and send emailers. I worked out pretty quickly that I needed to employ creative people who were really engaged and could use a camera. I did just that and some of these fantastic creative people are still with me 16 years on.

Do you find that sometimes there are compromises made when it comes to fashion? Like to look good you need to suffer a bit.

In my view, fashion shouldn’t require suffering. That old saying “beauty is pain” just doesn’t sit well with me. The whole idea behind my brand is that you shouldn’t have to choose between style and comfort. It is possible to have both, and that’s what we strive to achieve with every pair of shoes we design. Who honestly wants to ruin their day and night wearing painful shoes?

What’s the biggest mistake people seem to make when picking shoes? (You can’t say “they didn’t buy Bared”.)

The biggest mistake people seem to make when picking shoes is choosing styles that don’t offer proper support or fit securely. For example, many people opt for mules, slides, or thongs, which require your toes to grip the shoe to keep it on. This can alter your walking pattern and lead to issues like knee, hip, and lower back pain. Another common mistake is selecting shoes that are too flat, like ballet flats, which often lack a slight heel pitch and proper shank support. These features are essential for comfort and foot health. Finally, people often overlook the importance of a rigid heel counter, which provides stability and helps maintain proper alignment. By focusing on these key aspects—secure fit, heel pitch, shank support, and a firm heel counter—you can avoid discomfort and choose shoes that are better for your body.

Tell us about these PLIANT outsoles?

The PLIANT outsoles are a product of our commitment to sustainability. We partnered with NFW Natural Fibre Welding to create these 100% biobased outsoles, which are not only better for the environment but also incredibly durable and comfortable. The goal was to develop an outsole that performs just as well as traditional materials but with a significantly lower environmental impact. It’s part of our broader mission to replace every component of our shoes with the most sustainable options available.

How did you find opening up in the New York market in comparison to launching in Australia?

Opening in New York was a whole new challenge. It sometimes feels like we’re starting from scratch because, while we have a strong customer base in Australia, the US market is a different beast. However, the gap in the market that I noticed years ago in Australia exists in the US as well. New York, being such an international hub, has been a fantastic place to expose our brand to a global audience. It’s been a lot of hard work, but the response has been encouraging, and it’s exciting to see our brand grow internationally. Having the brick and mortar store definitely helps with the logistics side of our US online store and it is great to have a space to host events and get the brand out there.

And you’ve just opened up in Auckland too right? How is the launch going?

Yes, we just opened in Auckland, and the launch has been really positive. The New Zealand market has been welcoming, and it’s great to see that our focus on style and comfort resonates with customers there as well. I was confident about the store as we already have a strong online customer base in New Zealand. It’s an exciting time as we continue to expand and connect with new customers and Kiwi’s are just so friendly!

Do you have any idea where you’d open next?

While I’m always open to new opportunities, I don’t have a fixed plan for where we’ll open next. I tend to go with my gut and assess where the brand feels like it naturally fits. Right now, we’re focusing on growing our presence in the US and making sure our existing stores are thriving. That said, we’re always on the lookout for the next exciting market where our shoes could make an impact.

What is your advice to someone wanting to get off the ground and start their own business?

My advice would be to really understand the gap you’re trying to fill. Make sure there’s a genuine need for what you’re offering, and then focus on creating the best possible product or service. It’s also crucial to be patient and persistent—success doesn’t happen overnight. Don’t be afraid to take risks, trust your instincts, and be prepared to put in the hard work. Surround yourself with a supportive team who shares your vision and can help you grow.

Remember to be generous even when it is the thing that you feel least able to be at the time.

What’s the best advice you’ve ever been given?

The best advice I’ve received is to trust my gut. It’s something I’ve always relied on, whether it’s making decisions about product design, business strategy, or expanding into new markets. While it’s important to do your research and plan carefully, there’s also a lot to be said for following your intuition and being willing to take bold steps when the time feels right.