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Giacomin, Valeria;Wadhwani, R. Daniel
Apparel industry;Direct to consumer e-commerce;Retail and consumer goods;Retail trade
Italian entrepreneurs Enrico Casati and Jacopo Sebastio, just out of college, founded Velasca, a men''s shoes e-commerce retailer in 2013. In less than 8 years, Velasca grew from an online shop offering moderately-priced, handcrafted shoes into an omni-channel brand with ambitions to become a "total-look" men''s brand. We see the pivotal decisions that Casati and Sebastio made to ensure continuous growth while navigating the illiquid venture finance ecosystem of Milan, Italy. The founders aim to continue the expansion into brick-and-mortar retail and international markets even as they assess the long-term implications of the COVID-19 pandemic.
Branding;Entrepreneurship;Financing;Scaling entrepreneurial ventures;Start-ups;Venture capital
Case Teaching Note, (SCG891), 11p, by Valeria Giacomin, R. Daniel Wadhwani