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Wiivv

ApplicationPhoenix, AZ, United StatesFounded 2014· One of 381 Application companies tracked by AMPulse

Wiivv was a consumer technology company that produced custom-fit, 3D-printed insoles and sandals using a smartphone-based 3D scanning process.

CEO / Founder
Shamil Hargovan
Team Size
11-50
Stage
Acquired
Total Funding
$11.8M
Latest Round
Series B
Key Investors
Eclipse Ventures, Asahi Kasei Corporation, Formation 8, Real Ventures

Technology & Products

Key Products

["Custom-Fit 3D Printed Insoles","Custom-Fit 3D Printed Sandals"]

Technological Advantage

Wiivv's advantage was its vertically integrated, direct-to-consumer model for mass customization. This digital-first approach allowed for on-demand manufacturing, eliminating traditional inventory risks and making custom orthotics more affordable and accessible.

Differentiation

Value Proposition

To provide affordable and accessible custom-fit footwear, enhancing comfort and support through a convenient at-home digital scanning process and on-demand 3D printing.

How They Differentiate

Wiivv stood out due to its user-friendly, at-home smartphone scanning technology, which was more convenient and affordable than traditional orthotics or kiosk-based scanning systems. Its strong direct-to-consumer brand and successful crowdfunding campaigns also set it apart.

Market & Competition

Target Customers

Consumers seeking personalized comfort and biomechanical support in their footwear, including casual users and individuals in professions requiring long hours of standing.

Industry Verticals

["Consumer Goods","Retail","Wellness"]

Competitors

SOLS Systems; Feetz; Superfeet

Growth & Milestones

Growth Metrics

Launched two of the most successful Kickstarter campaigns for a 3D printed product. Its assets were acquired by Designer Brands Inc. in 2021.

Major Milestones

["2014: Company founded.","2016: Named to Forbes 30 Under 30.","2017: Acquired eSoles, a leader in foot-scanning technology.","2021: Assets and IP acquired by Designer Brands Inc."]

https://www.fitmyfoot.com

Why this company matters

Wiivv was a direct-to-consumer brand that brought mass customization to footwear through polymer additive manufacturing. Its core innovation was a proprietary mobile app using computer vision and photogrammetry to capture over 200 data points from a customer's feet, creating a personalized 3D model without a physical fitting. This digital-first approach eliminated inventory risk and made custom orthotics more affordable and accessible than traditional kiosk-based or clinical alternatives.

The company produced custom-fit 3D-printed insoles and sandals for consumers seeking personalized comfort and biomechanical support, including casual users and professionals who stand for long hours. Wiivv launched two of the most successful Kickstarter campaigns for a 3D-printed product and later partnered with DSW (Designer Brands Inc.) to reach a broader retail audience. Its assets and IP were acquired by Designer Brands Inc. in 2021.

Wiivv's competitive differentiation lay in its convenient at-home scanning technology versus the kiosk-based systems used by rivals like SOLS Systems and Feetz. The company raised $11.8 million from investors including Eclipse Ventures, Asahi Kasei Corporation, Formation 8, and Real Ventures. A key strategic move was the 2017 acquisition of eSoles, a foot-scanning technology firm, which strengthened its data capture capabilities. The company's ultimate exit to a major footwear retailer validated the market for digital custom footwear but also highlighted the challenge of scaling a direct-to-consumer AM model against established orthotic and footwear incumbents.