Jonak: it's all about timing.

Today we’re taking a closer look at Jonak, the shoe brand that boasts:

• 100 boutiques
  
• 12 countries
  
• €1,111,400 in revenue for 2024
  
• 250 employees

More Than a Family Business

You could say Lisa Nakam truly found the perfect fit with Jonak. Shoes have been part of her life since childhood.

• Her grandfather opened the first Jonak shop in Paris in 1964.
  
• Sixty years later, Lisa launched the most recent store in Hong Kong.

Every new location is chosen with a long‑term view: Jonak never opens at a loss.

From selling on the shop floor at Galeries Lafayette to stints in the warehouse, IT systems and factories, Lisa explored every corner of the company before taking over as CEO—14 years ago—alongside her brother, who runs retail. Jonak has since grown into a 100‑store brand.

Always One Step Ahead

On Thursday, 5 December, we welcomed Lisa to our traditional Meet Founders—boots polished for the occasion. She literally kicked off her shoes before explaining how the company has grown and how her sharp, digitally driven retail vision keeps Jonak ahead of the curve.

In fashion, a great product is no longer enough; you must anticipate trends to win.

• Ethical sourcing. Jonak has always refused to manufacture in Asia, opposing poor labour conditions. Instead, the brand produces close to home, in large volumes, to offset its slim 4 % margin.
  
• Embodied values. Jonak is a company for women, led by a woman—still a rarity in the sector. It also designs for real bodies, offering boots in multiple calf widths.

Standing Firm

Growth at Jonak is deliberately measured: patience and caution are guiding principles. Lisa avoids reckless spending, relying on her in‑house team and surgical data analysis to maximise profitability.

International expansion is next. Before entering a new country, Jonak first runs a media campaign to build awareness and desirability.

Jonak studies the best players, questions itself constantly—and now strides out in higher heels, ready to challenge the giants.

A Sprint in Progress

Fashion brands often sue one another. Recently, Chanel sued Jonak for “parasitism” over a beige‑and‑black shoe. Jonak lost the case—but sales of the model sky‑rocketed, turning courtroom drama into good buzz.

Challenges ahead

• Sustainability. Jonak aims to launch more responsible lines and revive the habit of taking shoes to the cobbler for longer life.
  
  
• Loyalty & product range. No loyalty card or men’s line is planned—men’s shoes require different machines and messaging. Instead, top clients enjoy personalised perks, such as invitations to exclusive events, keeping Jonak anchored in premium while cherishing its regular shoppers.
  
  

Finding the right people and the right model took 30 years. Managing growth is a long game—but patience pays off. For Lisa Nakam, success or failure is all about timing.

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