i Presented this for my MOI course - Ethiopian Innovative company.

1. MANAGEMENT OF INNOVATION
SOLREBL
BEZAWIT MEKONNEN,JAN2020

2. SOLREBEL COMPANY
 SOLE REBEL is Ethiopian Shoe Brand company
 Bethlehem Tilahun Alemu founded SoleRebels .
 She started with only five employees in 2005
 Inspired by a recycled car tire soled shoe that has existed in
Ethiopia for a long time called Berbaso.
 uniquely original footwear, driven by the ethos of ethical
production, sustainable materials, and maximum comfort.
 100% artisan Handcrafted Unique shoesmakes shoes for men and
women in a variety of styles and Slip-ons, flats, sneakers, boots,
and sandals.
 70,000 pairs of shoes exported every year ,maximum sale of
123,000 in 2016.

3. UNIQUE FEATURES
 Custom design for Comfort and Sizing – the wearer gives their foot
measurement so that their shoes are made for their specific fit.
 ALL materials locally produced, thereby creating an export product
from 100% local inputs.
 the company sets it a standard practice in Ethiopia, and old tyres is not
looked at as recycling but rather the normal lifecycle of rubber tires.
 The Shoes costs are from $40-$100 and are exported to 55 countries
and sold in more than 65 stores, main stores are in Ethiopia, Germany,
Greece, Singapore ,Spain ,Switzerland, Taiwan (5 stores) and US Silicon
Valley
 eco-sensible craft heritages and artisan talents

4. VISION , MISSION AND VALUE
 Vision - Making the world a better place, one step at a time . (the moto of the
company )
 Ethical Production
 The community, employing talented artisans, providing full
medical benefits and education funds for our employees and
their families, and offering wages 3 times the industry average.
 Each employee is using its art and skill and satisfaction is also
part of the job.
 Cultural value – it uses Cultural textures and blends of colors to each design
in modern way which promotes and creates a combination between Culture
,Art ,comfort, Unique design for the customer.
 Eco Friendly
 Local product – 100% made from local products

5. WHAT STRATEGY DOES THE COMPANY APPLIED FOR
SUCCESSFUL INNOVATION?
 The company business model focuses on -
 Eco-sensibility and community empowerment,
 It maximises local development by local supply chain
 Follows Purposeful Retail strategy
 Its the only Fair Trade-certified footwear company in the
world.
 International market coverage - worldwide by Amazon
(AMZN, Tech30), Urban Outfitters (URBN)
and Whole Foods (WFM).
 Expand stores in different countries

6. Employment for Community
Cultural ,unique products
Customized for Comfort and
Creativity Design
Eco-sensible
Local materials
International marketing
Purposeful Retailing
Motivate other innovators
Expand business
Create more employment
opportunities
FOCUS AREAS

7. FUTURE WAY OF BUSINESS- PURPOSEFUL RETAIL
 The way of business making is shifting from High
traffic and Advertisement to a Eco awareness based
and Custom or unique designed products.
 The future market will be battle for relevancy and
authenticity aligned to the brand’s purpose.
 From Programmed design and fashion selection
which provides your ‘shopping list’ to automated
subscriptions which allows the expert or designer to
choose for you Moving to Eco conscious shopping .

8. “… the needle I am constantly attempting to thread:
building exciting brands around our unique cultures, brands
that become ubiquitous and impactful.”
Bethlehem Tilahun Alemu, founder of soleRebels
PROMOTING FOR SUSTAINABLE GROWTH

9. THANK YOU