In less than a year, VIVAIA opened multiple stores across Metro Manila, starting with a pop-up at Power Plant Mall in January 2025. CEO Eira Peña attributes the success to the demand for comfortable, sustainable shoes that resonate with Filipinas. The brand uses recycled materials to deliver quality and style.
In January 2025, VIVAIA launched its first pop-up store at Power Plant Mall in Rockwell, drawing long lines due to high interest. The team did not anticipate such a response, said Eira Peña, CEO of VIVAIA PH under the AMAVI business group. This led to permanent stores at Shangri-La Plaza, SM Megamall, Glorietta, Power Plant, and SM Mall of Asia, with more locations planned.
AMAVI, derived from the Latin 'Veni, Vidi, Amavi,' only introduces brands its team personally uses. 'It was the first brand we felt fully confident in, not only because of its strong sustainability mission, but because we saw a real gap in the local market,' Peña said. VIVAIA shoes are made from recycled PET, sugarcane EVA, repurposed faux fur, rice husks, herbal insoles, natural rubber, and recycled packaging. Founded to make heels as comfortable as sneakers, the brand operates in 61 countries and has recycled over 36 million plastic bottles.
Using knit-to-shape technology, it reduces production waste by over 30%, and many styles are machine washable. 'The response to our messaging has been really positive,' Peña noted. 'Many customers are amazed that with every pair, they help recycle six plastic bottles.' Priced from P6,000 to P10,000, it challenges the market, but 'it's about striking the right balance between durability and value,' she added.
Starting from a 14-square-meter pop-up, it now has four permanent stores. The team focuses on customer feedback for upgrades like the Margot 2.0. Future plans include more Metro Manila sites, then Visayas and Mindanao, positively impacting Filipinas' daily lives.
