Filling pieces about shoe production for third parties

The Dutch fashion brand Filling Pieces has conquered a firm position in the fashion landscape in 15 years. The brand is known for its sneakers and streetwear. What is less known, however, is that it also produces shoes for and with other brands. However, founder Guillaume Philibert and Chief Executive Officer (CEO) Boris Hilberdink see opportunities here.

Filling Pieces produces co-branded shoes for KLM and Mr Marvis. This actually started by accident. Several of Philibert’s aunts are flight attendants at KLM. Filling Pieces was also in the right place at the right time, namely at a KLM sustainability challenge. The company then turned to the brand, says CEO Boris Hilberdink. “They had a high rate of sickness because people were getting ankle and back problems from the heels, among other things.” Flight attendants spend eight to twelve hours wearing high heels or ballerina flats on long flights. “As a good employer, they wanted to find a solution for this. In addition, their marketing team expressed a desire for a more contemporary appearance.”

“Then we started thinking about how we could use Filling Pieces’ expertise and the comfort of the shoes,” says Philibert. The joint product was then developed in collaboration with the HR team, the marketing team and the management of the cabin crew. “We designed shoes that were color coordinated with her and applied some co-branding.” The tests with the samples received positive feedback, which gave the collaboration the green light.

That was the beginning of thinking about how Filling Pieces could make a contribution to other brands. “In the area of ​​expertise and style, without cannibalizing our own business,” explains Philibert. Hilberdink adds that Filling Pieces has realized that it is not only a product specialist, but also a branding specialist. “We are now aware of the knowledge we have internally. We know how we can apply it to larger companies that have a need. Whether it’s ergonomic shoes, comfort, employee satisfaction and pride or the impact on the end consumer. We can think along.”

Mr Marvis: From the idea to a complete range of shoes

While KLM’s shoes are not available to consumers, Mr Marvis’s are. “I found Mr Marvis really interesting as a company,” says Philibert enthusiastically. “They make collections that don’t go out of style. They don’t have seasonal items or sales. I thought it was a great company that appeals to a broad target group.” Philibert came into contact with one of the three founders of Mr Marvis, “and we just clicked straight away”.

“They had been thinking about adding one type of shoe to their range for a long time, but it was a big change for them to create an entire shoe department.” Understandably, that wasn’t her top priority. “At Filling Pieces we thought: ‘We already have everything. How can we make this so that it is interesting for both sides?'”

What started with a few models in the characteristic Mr Marvis colors has now developed into a complete range of shoes. “Mr Marvis by Filling Pieces” is written on the heel, making the connection to the streetwear brand clear. This co-branding has another advantage, adds Hilberdink. “For example, if a brand specializes in clothing, the introduction of shoes is not always successful. How are consumers supposed to know that they are high quality shoes? Mr Marvis shoes say ‘Mr Marvis by Filling Pieces’ on the back and inside the shoe. This is immediate confirmation that they are made by a brand with shoe expertise.”

Why Filling Pieces keeps the white label option open

Collaboration with third parties has now become a separate business area: Filling Pieces Professional. Hilberdink explains that different employees work in this area than in the other departments at Filling Pieces. “We view this as an area alongside wholesale, e-commerce and retail.” This business area relieves business customers of as much work as possible. “You come with a wish and we take care of everything from design to production to sales.”

Although so far only co-creations have taken place with brands such as Heineken, IWC, Bacardi as well as Charlotte de Witte and Klabu, CEO Hilberdink is open to white label. But in the Filling Pieces way. “A higher level than the average white label product.”

“We want to be able to use our knowledge and skills as well as our design and our style,” says Philibert. “For example, when the W Hotel says, ‘We want to develop a shoe for our bouncers.’ We see that as a cool challenge and it’s a brand that suits us.” The challenge is to take the needs of employees into account and create something that suits the hotel chain. Philibert emphasizes that this is a beautiful but also serious part of Filling Pieces.

A serious but selective line of business

The founder also believes that brands want to work with Filling Pieces precisely because of the relevance of the brand, in addition to the knowledge and skills. Philibert protects the Filling Pieces brand, “which we have worked on with love and passion for so long”. But he also sees opportunities for business cooperation. By designing correctly and taking customer needs into account, Filling Pieces’ own products are not cannibalized.

A dream scenario? When technology company Apple calls Filling Pieces to develop a shoe for store staff. “It has to fit the brand, be easy to clean and meet the needs of employees in an Apple Store.” If Philibert continues to dream, Porsche will also come into play. “If Porsche asked us to develop an alternative for employees in the factories who wear steel-toed shoes that are neither beautiful nor comfortable. That would be great too.”