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As tariffs hit its supply chain, Veja refocuses on growth

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As tariffs hit its supply chain, Veja refocuses on growth

Veja has spent two decades building a footwear supply chain in Brazil that it says it cannot simply relocate. Brazilian footwear now faces an additional 25% U.S. import tariff on top of standard footwear duties, which vary by the shoe’s materials and construction. Veja is maintaining its supplier relationships while investing in the parts of its business it can control, including distribution, stores and new products.

The French sneaker brand is now bringing its U.K. wholesale operation in-house by opening local showrooms, plus expanding its owned retail and repair networks and moving further into performance footwear. Together, the changes show how Veja intends to keep growing without loosening the supplier relationships that underpin its sustainability credentials.

“We are touched by the U.S. tariff mess,” co-founder François-Ghislain Morillion told Glossy. “We are so deeply engaged with all our partners, whether they are factories, farmers or families, that we cannot change [our] supply chains.”

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