One year of Orangenkinder: David versus Goliath? Sustainable children’s shoes, handcrafted in Franconia, assert themselves in a niche market.
Oberreichenbach, January 26, 2022. Carney GmbH (Orangenkinder), a newly founded company, has been in business for a year, focusing on sustainably produced baby and toddler shoes. The small manufactory in Middle Franconia works exclusively with ecology and allergy-certified raw materials. The new models expand the portfolio in line with the trend of reduced Nordic coloring.
The track record
Since the brand was founded a year ago, the workforce has been expanded to 12 employees. 62 different shoe products have been in the range since then. The customers come mainly from Germany, increasingly also from Europe; individual orders are also received from the USA and Asia. “We know our niche market and have used and expanded it in a targeted manner. Nevertheless, the great demand has also surprised us. We continue to hire employees to cope with the increasing demand.”
The vision
“If you want sustainability and quality in shoes, you can buy from us with a clear conscience. It doesn’t just say Made in Germany on our products – we actually are.” In the eyes of company founder and managing director Verena Carney, the entire industry will have to rethink and follow her philosophy: “Producing shoes in the Far East and shipping them around the world to save a few euros is simply outdated.” Carney wants to combine the advantages: “We have the know-how, the materials, the quality, the logistics of short distances and the demand in Germany. It makes sense to invest and produce here.” In her opinion, it is only a matter of time before large manufacturers follow her thinking: “Customers are noticeably paying more attention to quality and sustainability. The shoe industry will have to change ecologically. Sometimes we feel like David taking on global corporations,” Carney grins, who has over 30 years of industry experience.
The new products have been developed for kindergarten and for little ones just starting to walk.
“Subtlety is coming,” says Carney, adding: “We have taken this trend into account in our new developments.” That’s why Orangenkinder developed models in the trendy colors of brown, beige and mauve: for example, Lina (the kitten) and Knusper (the squirrel) as well as the “Amigo” lace-up in a total of four colors. All shoe models work with restrained colors and patches. Carney: “We are noticing that customers are increasingly appreciating quality more than being flashy. The trend is towards understatement in children’s shoes.”
The company manufactures the Lina model from the “Soft” slipper range from soft material to give children’s feet room to grow and prevent any damaging constriction. In addition, a hand-sewn elastic band helps to prevent the shoe from slipping off. In the “Amigo” range, a lace-up fastener provides the necessary, individual fit for those just starting to walk instead of a Velcro fastener. It is also characterized by a rubber sole with recycled cork parts that is not glued but sewn. This means that Orangenkinder does not use any potentially harmful adhesives.
As part of the “Kiga” range, Orangenkinder developed shoes with properties that are suitable for everyday use in kindergarten or school. A damp environment is therefore not a problem for children’s feet, as water-repellent materials are used here. Orangenkinder achieves comfort with a felt insole that protects sensitive feet from cooling down.
Service must also be sustainable
“Sustainability,” says Carney, “doesn’t work with minimum order quantities. That just means people have to order more than they want. With us, retailers can also order individual pairs. And that without additional costs.” As an ecological service, the company also offers to send in worn Orangenkinder shoes for repair in order to carry the idea of sustainability beyond the purchase. Carney: “It has to be normal to repair a good shoe. You don’t scrap a car just because the tires are worn out.”
In addition, the company offers its retailers the opportunity to take a look at the production, meet the managing director in person, talk and ask questions. Carney: “Trust only comes through openness and information. We will be represented at many trade fairs in 2022, as we want to show the industry that sustainability with Made in Germany can be combined well with quality and individuality.” The next trade fair is Supreme Kids Munich from January 28th to 30th, 2022, as well as Kindermoden Nord in Hamburg from February 5th to 7th and Innatex in Hofheim am Taunus from February 25th to 27th, 2022.
Since 2002, company founder and Managing Director Verena Carney has been concerned with the question of how beautiful children’s shoes can be produced sustainably. She brings over 30 years of experience from the shoe industry to her new project Orangenkinder. The company was founded at the end of 2020 in Oberreichenbach near Erlangen in Bavaria. Orangenkinder® describes itself as a female-led company.
Press contact:
excognito
Marc Däumler
Bergmannstraße 102, 10961 Berlin
Tel: 030 88 71 02 11, marc.daeumler@excognito.de
