Chris Wichert didn’t set out to build just another sneaker brand. He and his co-founder wanted to take real Italian craftsmanship and make it accessible, modern, and wearable for everyday life. So they went to Italy, knocked on factory doors, launched pop-ups in New York, and slowly built Koio from the ground up.

For a while, things moved fast. Retail stores opened. The team grew. The brand expanded into more styles. Then everything tightened up. Stores closed during COVID. Online ads got expensive. Investors became more careful. And Koio had to take a hard look at itself.

Chris talks about that stretch without dressing it up. Cutting back product lines. Letting people go. Admitting the brand had drifted. Getting back to what customers actually cared about. It was uncomfortable, but it forced clarity.

This episode feels like a real look at what building a brand actually requires once the early momentum wears off.

Connect with us:

• Chris Wichert on LinkedIn
• Jennifer DiMotta on LinkedIn
• Mark Hasebroock on LinkedIn

About Dundee Growth Partners

Dundee Growth Partners provides E-commerce leaders with the strategy, systems, and tools they need to face growth challenges and scale with confidence. With deep industry experience and AI-powered platforms, we help leadership teams scale in a sustainable way. Interested in learning more? Click the link below to get started.

• Visit the Dundee Growth Partners website