March 28, 2023

Saapavabrik offers durable footwear from suppliers with long traditions

Saapavabrik is Hertwill's first partner store offering leather boots, sandals, slippers and hiking boots, and it was launched in 2020. It focuses on high-quality shoes from Samelin and OmaKing, both in the industry for over 75 years.

The military leather boots of Samelin are trusted by NATO armies and are certified with NATO-AQAP 2110 standards, but they are also perfect for work or casual wear. Sandals and slippers are crafted in OmaKing, a family-owned business in southern Estonia, where comfort and long-term experience are combined. The hiking boots, made also by Samelin, are meant for outdoor enthusiasts who demand comfort and durability. Whether you are a seasoned hiker or a beginner, investing in a good pair of boots will make a big difference on the trail while keeping your feet safe and comfortable. The shoes also have a Vibram outsole that provides excellent traction and durability.

The newest addition to Saapavabrik's family is vegan boots from small Estonian brand Kira Sustainable.

Want to add the shoes and boots to your online store's product selection? Contact us at

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What is Hertwill?

Hertwill is a plug-and-play solution for online stores that enables them to sell products of independent European brands. Our solution includes sourcing, warehousing and order fulfillment. We handle all the logistics of getting the products from brands to the online stores' customers, so the stores can focus on marketing and selling the products.

Hertwill is an Estonian startup founded by former employees of Pipedrive, Single.Earth and Omniva, and is backed by one of the most well-known Finnish VCs. You can read more about our story.

What kind of products do you offer?

Currently, we are working with more than 50 independent European brands and manufacturers, but new products are added to our catalog daily. We focus on brands that are still relatively unknown but whose products are of excellent quality. None of the products we provide are available on Amazon or Aliexpress. The main categories we focus on at the moment are clothing, shoes, bags, home decor and jewelry. Our special attention is on sustainable goods - for example, we work with a jewelry brand that is upcycling materials left over from aircraft manufacturing.

Do you offer integrations for online stores?

Our API enables seamless integration with your store, so you don't have to manually insert product information or manage your orders. Currently, we provide plugins for WooCommerce and Shopify.

In which regions is Hertwill available?

Hertwill is available for online stores and brands in the European Union.

How can I start selling Hertwill products in my online store?

It's relatively easy. Sign up and choose products from our catalog, sync them to your online store and start selling.

How much time per week does running an online store as a side business take?

It depends on your area of expertise and ambitions. For example, if you have run an online store before, it might be a couple of hours a week. But if this is your first time and you don't have a digital marketing or e-commerce background, it might be 3-6x more. In general, building an international store requires even more time.

Usually, most work hours are put in at the beginning when trying to get the store up and running. After that, the amount of work usually decreases over time, and ultimately, if you outsource customer support, the store might become a source of passive income. We recommend running the store together with someone as it's more fun, you get things done faster, and you have a higher chance of success.

How much does an online store, on average, make selling products provided by Hertwill?

The average store makes about 40 000€ per year selling our products. The most successful makes about 200 000€, and the least successful has made 400€.