Hi friends, and Happy New Year! It’s Kasia, back with another intriguing e-commerce story. This time, the What’s in Store crew found itself inside Cobbler Union, a refined shoe brand located in Atlanta’s bustling Ponce City Market. Cobbler Union sells beautiful, bespoke-inspired luxury shoes to men around the world. (“Bespoke” means custom-made, in case you weren’t sure.)

Before launching the brand, co-founders Daniel Porcelli and Santiago Pereiro spent years perfecting their craft in the world of bespoke shoemaking, including leading the expansion of a studio in Barcelona. They realized that $4,000 shoes were a luxury accessible to only a few. So, they set out to offer handcrafted shoes at a much more affordable price, without compromising on quality.

Cobbler Union has come a long way—from working out of Daniel’s garage to running offices in Spain (where they still handcraft shoes in small batches) and the U.S. Today, they operate a flagship store in Atlanta and sell shoes to customers in over 80 countries. “We are 3 years old with the mindset of a 100-year-old company,” says Daniel. “This is truly a candy store for men who love shoes.”

Why Email Marketing Became Essential

Since Cobbler Union operates on a direct-to-consumer model, email marketing plays a critical role. “Increasing email frequency has allowed us to communicate with our members [customers] in a more proactive and effective way,” Daniel says. “If I don’t knock on the door, I won’t get the customer.”

From product launches to inventory changes and promotions, members now hear from Cobbler Union 3 to 4 times a week. “Most of our growth in online sales—100% year over year—can be attributed to our email marketing strategy,” Daniel adds.

A Deeper Connection With the Customer

“What attracted us to direct-to-consumer was knowing the customer,” Daniel explains. Cobbler Union’s clientele is largely younger and appreciates the long-lasting value of luxury. When properly cared for, these shoes can last 10 to 20 years. But beyond durability, Daniel says the shoes make wearers feel taller, leaner, and more confident. “We’re in the confidence business.”

That sense of confidence has led to deep relationships with their members. Some even return to share personal milestones—like nailing a job interview while wearing Cobbler Union shoes. “We’re extremely proud of the thousands of relationships we’ve built with our members around the world,” Daniel says.

Using Inventory as a Strategic Advantage

From day one, Cobbler Union’s supply chain has been a key part of their competitive edge. By producing in small batches year-round, they’re able to fine-tune inventory, offer more models, and continuously launch new products.

“We can quickly react to what our members like and what they don’t like, and we’re never too far from making a specific shoe should we not have it in stock,” Daniel explains.

Style, Service, and Self-Expression

“We want to help as many guys as possible discover the power of style and self-expression,” Daniel says. “Customer service is huge for us. That’s non-negotiable.”