We are excited to introduce a new series, Brand in Focus, where we showcase the awesome brands and the people behind them whose products are available for dropshipping at Hertwill. In this post, we feature our second brand: Kira Sustainable, founded by Sirli Ratasepp and songwriter Liis Hainla.
Kira Sustainable is an Estonian footwear brand dedicated to making shoes with a minimal ecological footprint—true to their slogan, “Leave no trace!”—while maintaining high standards of durability and comfort. We’re thrilled that Kira’s shoes are available for dropshipping and have been so warmly received by online stores.
Interview with Sirli Ratasepp, Founder of Kira Sustainable
What has been the most difficult aspect of building your brand and business for you?
The most challenging aspect has been managing production and planning. My strengths lie in the creatives, such as developing concepts from scratch, storytelling, and crafting compelling visuals and text. While I thrive in the creative domain, handling large-scale production, managing technical details, and navigating constant obstacles have taught me invaluable lessons.
What is your favorite product from your own collection?
My favorite product is the KIRA 2.0 boots, an improved version of our original KIRA 1.0. I’ve worn these boots in extreme conditions, from the harsh winter cold of Lapland, where temperatures drop below -20 degrees Celsius, to the warm mountains of Spain. This versatility is the essence of KIRA: embracing the ‘less is more’ philosophy, where all you need are a few high-quality, practical pieces.
Which song would best describe the Kira Sustainable brand?
There are several songs that resonate with the essence of the KIRA brand, but “Tightrope” by Michelle Williams comes to mind. The lyrics, especially lines like “Some people long for a life that is simple and planned, tied with a ribbon / Some people won’t sail the sea ’cause they’re safer on land / To follow what’s written / But I …,” reflect our adventurous spirit and willingness to explore the unknown.
What is an unusual habit or an absurd thing you love about your work?
An unusual habit I have is checking our online store analytics on a daily basis and comparing them to the previous year’s data. I also enjoy working with Excel to play with margins. I probably should have started using this tool much sooner, as it could have helped me avoid many mistakes.
Why did you decide to try Hertwill with your brand?
To be honest, I initially didn’t have much faith in trying Hertwill, as our main channel is our online store and they specialize solely in e-commerce. However, sealing the deal with them turned out to be one of the best decisions we’ve ever made. None of our physical stores have come close to matching Hertwill’s performance. An added bonus is the unique insights we gain from their perspective, which has been incredibly valuable.
What’s the best investment you’ve made in your brand?
Investing in high-quality visuals has been one of the best investments for our brand, especially in the e-commerce space. It’s crucial to present our products in the best possible light, and updating the visuals to reflect the changing seasons keeps our content fresh and engaging.
What advice would you give to people who are thinking of starting their own brand but haven’t made the jump yet?
Just do it! I often hear people making excuses to delay starting their own brand, waiting for the perfect moment or for everything to be just right. While aiming for perfection is important, the reality is that you can never be fully prepared for everything. The key is to find something you’re passionate about and start the journey.
Thanks to Sirli for the fun interview.
Hertwill is a premium dropshipping platform offering high-quality products from European brands like Kira Sustainable and many others. Start with Hertwill here.