VIVAIA

Founded in 2020 by Marina Chen, VIVAIA built its initial market position through DTC e-commerce as a sustainable women’s footwear brand using recycled plastic bottle yarn, similar in materials-narrative to Rothy’s but with distinct product positioning, price-point strategy, and a stronger initial focus on the European and Asian markets. The brand expanded internationally through digital marketing before initiating physical retail in 2025.

The product range covers women’s flats, mules, sneakers, sandals, and a small handbag collection, all manufactured around the brand’s recycled-plastic-bottle-yarn 3D-knit construction. Annual revenue is estimated in the $80 to $150 million range, with the company maintaining private status under Chen’s ongoing leadership. The first VIVAIA standalone store in the United States opened in Q2 2025 in SoHo, Manhattan, marking the brand’s transition from pure DTC distribution to omnichannel scale and signaling broader US retail rollout. The SoHo flagship was preceded by selective pop-up activations in major markets during 2023 and 2024, providing measured retail market entry before owned-store commitment. The brand’s global digital marketing has built particularly strong recognition in European and Asian markets, with continuing international rollout planned across major fashion capitals through 2026 and 2027.

VIVAIA operates the SoHo flagship as its first US standalone store, complementing the brand’s established DTC e-commerce distribution across more than 90 countries and select pop-up activations in international markets. The typical VIVAIA store at the SoHo flagship occupies approximately 1,500 to 2,500 square feet, with the format integrating the brand’s sustainability storytelling, in-store product trial, and selfie-friendly retail experience design. For mall operators, VIVAIA is a Class A specialty sustainable-footwear tenant for lifestyle centers and premium regional malls in major US urban markets, typically positioned alongside Rothy’s, Allbirds, and other contemporary sustainable footwear and apparel brands. The brand’s continued international DTC strength supports a multi-region retail rollout strategy that landlords in select markets are tracking for portfolio addition.