Xero Shoes has inaugurated a European e-commerce website, at www.XeroShoes.eu, starting by offering discounts of 12 to 70 percent for a while. The American brand of “natural movement” footwear produces several models in three categories: performance, casual and sandals. The performance models cover walking, road running, trail running and hiking, while the casual models include Oxfords, Chelsea boots, slip-ons, high-tops and insulated boots. All models provide what the brand calls a “barefoot feeling” and “natural movement,” with flexible, zero-drop soles and overall light weight. The new website is meant to capitalize on the brand’s purported “20 percent year-over-year growth in the European market” by expediting order fulfillment and expanding customer support. “Previously European buyers could only purchase our shoes through third-party retailers or our US site,” says Xero’s co-founder and CEO, Steven Sashen. “This expansion lets us service our European consumers faster, easier, and with significant cost savings.” Xero was founded in late 2009 and holds a patent on its FeelTrue soles. It was inspired by Sashen’s adoption of barefoot running to relieve his own running injuries. Its shoes are sold in 97 countries.

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