With decades of history behind them, ECCO’s story embodies relentless pursuit of excellence, steadfast dedication to craftsmanship, and bold innovation. Since their humble roots began in the 1960s to their current position as global leaders, ECCO has been guided by both visionary founders and passionate team members with skills.
This article delves deep into ECCO’s fascinating history and background, charting its remarkable development and key milestones from its groundbreaking founding in 1960 to global expansion during the 1990s. We explore vital moments that helped form its identity and culture. Join us as we unearth its story as a brand that blends tradition with innovation.
The 1960s: Pioneering the ECCO Legacy
Karl Toosbuy was an ambitious shoemaker who dreamed of opening his factory and creating his own business empire. Thanks to his vast experience in shoemaking, Toosbuy quickly advanced up the professional ladder until he became the factory manager in Copenhagen at a young age. However, his entrepreneurial drive yearned for more autonomy and the freedom to shape his destiny on his terms.
Karl Toosbuy and Birte Toosbuy, co-founders of ECCO, believed in 1962 that Denmark’s provinces held the untapped potential for a reliable and skilled workforce. Driven by this belief, they boldly published an eye-catching advertisement titled “Who Wants Us?” in the Jyllands-Posten newspaper to capture potential employees.
Their plea caught the attention of an enterprising group of local businessmen and farmers from Bredebro, 250 kilometers outside Copenhagen. When this unexpected group responded positively, it marked a coincidental alignment of ambition with opportunity.
On April 1, 1963, ECCO officially founded itself with an initial capital investment of 158,000 Danish kroner. It marked a critical moment in company history as it embarked on its journey with an enthusiastic team of 74 individuals committed to craftsmanship and excellence.
Initial designs created through this collaborative effort featured pointed toes and slim heels, collectively known as the Venus. The Venus line achieved great renown, garnering praise and attention for its distinct aesthetic; even the editor of Tidens Kvinder (a Danish fashion magazine) compared its designs with those by Charles Jourdan (an acclaimed French designer).
This recognition not only solidified ECCO’s growing reputation but also showcased the incredible creativity and craftsmanship fostered in Bredebro. It was a turning point in their journey toward even more outstanding achievements in shoemaking.
The 1970s: The Birth of Timeless Classics
In the late 1960s and early 1970s, fashion saw a seismic change with the introduction of synthetic fabrics. This innovation enormously affected shoe production, leading to the ECCO LongLegs knee-high boot for women made of cutting-edge synthetic materials and quickly becoming popular with contemporary fashion trends.
In 1978, ECCO took a decisive step forward by unveiling Chief Designer Ejnar Truelsen’s groundbreaking creation, the ECCO Joke. Available to both men and women alike, it presented a captivating twist on the traditional moccasin style, featuring exceptionally supple leather. This innovative design marked a turning point for the brand, establishing it as a purveyor of classic shoes renowned for their timeless elegance and exceptional comfort.
What distinguished ECCO Jokes was the revolutionary incorporation of its logo directly into the soles. By infusing their brand directly into these shoes, ECCO created a distinct branding element that left an indelible mark wherever these shoes were worn, and this innovative marketing strategy gained incredible traction, propelling their reputation to new heights.
The 1980s: Technological Marvels
Direct injection technology was an extraordinary innovation that revolutionized the mass production of footwear at an economical price point. Recognizing its vast potential, Karl Toosbuy recognized an opportunity to harness direct injection to transform high-quality shoe production using this groundbreaking innovation. By harnessing direct injection, ECCO achieved rapid production while maintaining exceptional craftsmanship and durability over its lifespan, giving them a significant competitive advantage.
In the early 1980s, ECCO revolutionized footwear technology by pioneering direct injection technology with their remarkable ECCO Soft shoe, which became the first successful application of direct injection. This cutting-edge technique involved spraying soles directly onto leather uppers, resulting in shoes with solid bonds between sole and upper that enhanced strength and durability while providing unparalleled softness and flexibility that exceeded conventional comfort levels.
The 1990s: Embracing the World
ECCO’s global expansion efforts involved strategically establishing new manufacturing facilities and sales subsidiaries to address various markets. Factories were built in Indonesia, Thailand, and Slovakia, enhancing production capabilities while increasing reach.
For better customer relations and regional needs, ECCO established sales subsidiaries in key markets like Hong Kong, Australia, New Zealand, Finland, Sweden, Belgium, and Poland to establish a direct presence. Doing this enabled them to better serve customers, build brand loyalty, adapt to local preferences, and find a brand presence.
Recognizing the enormous potential of the North American market, ECCO recognized its immense potential and established a dedicated sales company in the United States in 1987. This strategic move solidified their foothold and set them on their journey of expansion. Their dedication was recognized in 1994, when they received the “Footwear Company of the Year” title in the United States.
Based on their responsiveness to market demands, ECCO ventured into golf shoes in 1996 under the leadership of Karl Toosbuy and Dieter Kasprzak. Recognizing the specific needs of golfers, ECCO utilized its expertise to craft footwear that combined performance, comfort, and style, receiving overwhelming acclaim from golf enthusiasts and professionals alike upon its debut, expanding ECCO’s product range, and showing their commitment to developing innovative solutions for athletes worldwide.
The 2000s: A New Dawn
ECCO built an advanced development tannery in Dongen, Netherlands, to enhance their leather offerings and foster future developments. This cutting-edge facility became a source of creativity, allowing them to improve product quality while consistently driving innovation.
Karl Toosbuy knew ECCO would benefit significantly by expanding production facilities into China in 2003, creating production facilities to tap the vast Chinese market and capitalize on its long-term potential. By doing this, Toosbuy established itself as an iconic brand in Chinese consumers’ minds while broadening its global reach by reaching new audiences around the globe.
In 2004, the passing of Karl Toosbuy marked a profound loss for ECCO. However, his legacy lives on through his daughter Hanni Toosbuy Kasprzak continued dedication and her husband, Dieter Kasprzak, who assumed company leadership. ECCO remains proudly owned by the Toosbuy family, a testament to their enduring commitment and passion for upholding the brand’s remarkable journey.
The 2010s: Reaching New Heights
In 2012, ECCO introduced the game-changing Sculptured 65, a revolutionary high heel designed for all-day comfort. Standing at 65 mm, it redefined the boundaries of shoe fashion technology. The Sculptured line, combining direct injection technology and a sleek design, became a cornerstone of ECCO’s offerings, delivering high-heeled shoes that prioritize comfort and style.
ECCO commemorated its 50th anniversary by unveiling “Mind,” an exclusive commemorative shoe honoring its heritage through an updated moccasin design, showing its dedication to traditional craftsmanship while adding modern details.
In 2016, ECCO took high-heeled shoe innovation to new heights with their groundbreaking product, ECCO SHAPE. This cutting-edge advancement broke through design and comfort barriers for an extraordinary high-heeled experience.
ECCO also expanded its manufacturing capabilities in 2016 by opening an advanced production facility in Vietnam. This move helped them optimize their production processes and meet the growing global demand for iconic footwear.
ECCO demonstrated its dedication to leather innovation through the launch of two remarkable leather types, such as Apparition, an incredible soft transparent cowskin leather that offers extraordinary flexibility, strength, and water resistance. The brand demonstrated its commitment to pushing boundaries and setting new standards in quality and performance with this groundbreaking material.
Conclusion
The remarkable journey of ECCO is a reflection of the visionary leadership of its founders, the dedication of its skilled artisans, and the unwavering loyalty of its customers. From the introduction of game-changing products like the Sculptured 65 and ECCO SHAPE to the establishment of manufacturing facilities in strategic locations, ECCO has continuously evolved and adapted to meet the industry’s ever-changing demands. As ECCO continues to leave an indelible mark on the world of footwear, its legacy inspires aspiring brands. It reminds them that with passion and a relentless pursuit of excellence, even the humblest beginnings can lead to global recognition.
