From Orthopedic to Feel-Good
Where Solidus once started as a supplier of orthopedic shoes, the brand has now evolved into a premium feel-good label. Toon explains: “We’ve always stayed true to our focus on fit and comfort, but now we combine that with contemporary design.” With seven different width and size options, as well as half English lengths, Solidus offers a solution for virtually every type of foot.“Every model comes with a removable footbed, allowing for custom adjustments. That’s our strength.”
A Younger Look and Stronger Brand Experience
In recent years, Solidus has made a clear effort to rejuvenate its brand. “Our target audience has shifted from 55+ to consumers starting at age 45. But even the older customer today has a younger mindset,” Toon notes. The marketing team plays a key role in this transformation: younger models, dynamic imagery, and a fresh, modern look help the brand appeal to a broader audience.“It’s all about experience. Sometimes visuals say more than words, and that’s something you clearly see in our campaigns.”
Trends and Bestsellers
Sneakers are the standout favorites in the collection—especially sporty models with platform soles and functional zippers. “We work closely with our dealers and retailers to respond to the preferences of Dutch consumers,” Toon explains. “Our inspiration doesn’t just come from the fashion world, but also from international trends and even other industries like interior design.”
Challenges and the Road Ahead
Like many in the industry, Solidus and its partners face staffing shortages.
“We place extra emphasis on supporting and training retail staff,” says Toon. He believes that the right mix of full-time employees and part-timers will be key to future success. “We’ll keep investing in innovation and customer focus. That’s the only way to further strengthen our position as a leading comfort brand.”
The Golden Shoe
On February 10, Solidus received the coveted Golden Shoe award. “This is the reward for years of hard work and teamwork,” says Toon proudly. The family business has been firmly established under his leadership since 1999. Toon emphasizes: “The success of Solidus is thanks to the strong collaboration within our team—and with our dealers in the Benelux. Achievements like this are only possible together.”
