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    Hettas Update
    Copied!
    Dec 10
    2025
    Hettas Q4 and FY25 Wrap Up

    Hello everyone!


    FY25 was a foundational year for Hettas, setting us up for success in FY26! Highlights from FY26 include:

    • Pelcanus Investments Ltd. committed additional funding of $350K USD starting in January 2026
    • Secured and transferred sampling and production to new factory in China - one of Sketchers top 4 factories; 18% reduction in cost per unit
    • Secured European agency to launch Hettas in April of 2026
    • Development of 2 new shoes (see attached image) launching in 2026
    • Opened US warehouse in response to end of deminimus and tariff
    • Engaged Bicom PR firm and two very successful campaigns in Canada
    • Ran over 100 community events
    • Web sales up over 110% for the year, and notably 400% in September and early October, until we started running low in inventory
    • First research paper with SFU published - garnered international recognition
    • Hettas featured on CBC, Global and CTV - with the CBC TikTok going viral - posted yesterday (currently at 671K views, 19.9K shares)
    • Women of the year won - BC Business and Glory Media


    REQUEST


    We have 5 days left on FrontFundr where we have raised $120K CAD to date. Minimum investment is $250 and I would greatly appreciate it if you could share with your networks. Our aim was $250K, however, I think we were too early for this type of campaign with our community not large enough. If you are are able to share, I would great appreciate it. 


    Note: You must be a Canadian resident to invest via FrontFundr. 


    FINANCING

    • The Pelecanus investment of $350K USD gives us cash runway until September
    • We are looking to secure an additional $500K to $1M USD for 18 to 24 months runway


    TRACTION

    • Instagram
    • 722K views in the last 90 days; reaching 30% more accounts than the past 90 days
    • New followers up 22% - gaining 1342 new followers
    • Web
    • On limited inventory (sizes 6 to 7.5, 9 and some stragglers in other sizes) - sales grew 110% the past 90 days
    • Web sessions are up 33%
    • Press
    • CBC, CTV, Global placements
    • Upcoming Globe and Mail article


    UPCOMING


    2026 focus is on DTC sales, product and marketing (including paid digital)


    • New colours for Alma - Launch March 2026
    • European Launch - EU, UK and Switzerland - DTC with limited wholesale. Launch is April 2026
    • New shoe 2 launches - Cambie (half plated) and Jericho (no plate)
    • These styles are on track for in-market 2026, late H1 to H2. We are aiming for a price point of $178 USD and a price point of $158 USD.
    • Note: Deanne Schweitzer, formerly design at Lululemon, is part of our design and colour review committee.
    • 2026 Marketing support - emphasis right now is building marketing capability and reach. We have extended our contractor with extensive experience in both brand and publication development to help build and nuture our affiliate program and boost 2026 sales. Additionally, we will be extending our social media intern who will focus on creating and growing Instagram content, as well as exploring TikTok opportunities. 
    • PR - We will be continuing with Bicom for Canada and will explore US once we garner additional investment


    SFU RESEARCH 


    • Publication of our second research project with SFU (final article attached) in October
    • Menstrual cycle and lower body biomechanics - completed
    • Durability of foams based on female runners - upcoming
    • Application for new NSERC grant in progress


    As always, please don't hesitate to reach out with any questions. Thank you for your continued support!



    Lindsay

    Lindsay
    CEO & Founder