MIM Marks a Decade With a New Anniversary Collection and a Push Into the U.S. and Europe

MIM Shoes, the Madrid founded women’s footwear brand, is marking its tenth anniversary with a targeted international expansion into the United States and key European markets, framing the push as the brand’s most significant growth move since its 2015 launch. The milestone comes alongside a commemorative SS26 collection revisiting its most recognizable designs, timed to signal both reflection and forward momentum.

Ten Years of MIM

Carlos Montojo and Sofía Vega Penichet launched MIM in Madrid in 2015, building the brand on trend driven women’s footwear at accessible price points. The brand grew its audience through social media before expanding into retail and e commerce across Europe and Latin America. Scalpers, the Spanish fashion group, took a stake in MIM in 2018, providing operational infrastructure that has supported its scale up.

CEO and Co Founder Carlos Montojo Montojo said, “We have always intended to internationalise the brand, and with Chile we did very well. But the truth is that generating international sales organically, almost without trying, made us relax when it came to pursuing several countries. Perhaps one of the mistakes we have made over these 10 years has been stalling on the international front, because we have focused on growth and on our product. That is why this year we are making a strong push for the brand’s global launch.”

The Expansion Target

MIM’s stated goal is to lift international sales from 5% to 25% of total revenue by the end of 2026. The U.S. will be approached through a direct to consumer digital strategy, supported by wholesale partnerships in the premium women’s footwear segment. In Europe, France, Germany, and the Benelux region are the primary targets, with both e commerce and physical retail distribution in scope.

DTC First Model

The strategy mirrors MIM’s Latin America playbook, in which the brand entered Chile and Mexico through a combination of local franchise partners and digital channels before expanding distribution. France already ranks among MIM’s stronger international markets, giving the brand an established base to build from in the European push.

Brand Positioning

MIM operates in the accessible premium segment, producing flat shoes, heels, and seasonal styles at price points below traditional European designer brands. The brand currently ships to more than 30 countries through mimshoes.com. Its tenth anniversary collection reinterprets its most iconic designs for SS26, serving as both a heritage moment and a commercial launch pad for the expansion phase ahead.

The U.S. move places MIM in a competitive women’s footwear market where DTC digital first entrants have seen mixed results, but the brand’s existing international shipping infrastructure and Scalpers backed operations give it more structural support than most independent labels at this stage.