What Should You Really Consider Before Producing Your First Shoe Collection?

200 Pairs or 1,000 Pairs? What Should You Really Consider Before Producing Your First Shoe Collection?

One question we often hear from new footwear brands is:

"We have our own design. Can we start with just 200 or 300 pairs?"

My answer is: Possibly, yes. But before deciding on the quantity, let's look at what really affects your shoe cost.

For a new brand, starting with a smaller order makes sense. You want to test the market, understand customer feedback, and avoid tying up too much cash in inventory.

But in custom footwear manufacturing, the quantity you order is only part of the cost equation.

Here are four things worth considering before placing your first production order.

1. Your Material Choices Matter More Than You Might Think

Imagine you want a running shoe with a custom-colored mesh upper, a specific EVA midsole, and your own logo details.

Some materials are readily available, while others require special purchasing quantities, custom colors, or additional processing.

If your order is small, the factory may need to purchase more material than your production actually requires. That extra cost can affect your unit price.

💡 A practical tip: If this is your first collection, ask your manufacturer which existing materials and colors could work for your design without compromising the overall look and function.

2. Custom Tooling Can Change the Numbers

Do you need a completely new outsole, or could an existing outsole work for your design?

Developing a new outsole can involve mold costs, technical adjustments, and sample testing. These expenses are generally incurred before mass production begins, regardless of whether your first order is 200 or 2,000 pairs.

For a new brand, using an existing outsole may be worth considering if it meets your design and performance requirements.

Of course, if a distinctive outsole is central to your brand identity, custom tooling may still be the right investment.

3. Production Efficiency Affects Your Unit Price

Setting up a production line takes time. Depending on the shoe construction, the factory may need to prepare equipment, organize materials, adjust processes, and coordinate workers before production begins.

These costs do not necessarily increase in proportion to the order quantity.

When the setup cost is spread across a small number of pairs, it can have a greater impact on the cost per pair.

This is one reason why two orders for the same shoe design can have noticeably different unit prices at different quantities.

4. Don't Look at the Factory Price Alone

Let's say you receive a quotation that seems reasonable.

Have you also considered shipping, import duties where applicable, packaging, marketing, warehousing, and your expected retail margin?

A lower production cost does not automatically guarantee a profitable product. Equally, placing a larger order simply to obtain a lower unit price can create unnecessary inventory risk if demand has not been tested.

The goal is not to order as many pairs as possible. It is to find a quantity that makes sense for both your budget and your business plan.

So, what would I recommend to a new footwear brand?

Before finalizing your design and order quantity, discuss these questions with your manufacturer:

✔ Can any existing materials or outsoles be used?

✔ What is the MOQ per style and per color?

✔ Are there additional costs for custom materials, logos, or molds?

✔ How would the unit price change at 200, 500, and 1,000 pairs?

✔ Which costs are one-time development expenses, and which are included in the production price?

At Mychonly, we work with overseas brands on OEM footwear development, from sample making to bulk production.

We understand that every brand has a different starting point. Our aim is to help customers understand their options and make informed decisions before committing to production.

Because a successful footwear project is not just about making a good-looking shoe. It is also about finding a production plan that works for your business.

A question for footwear brand owners and designers:

When launching a new shoe style, would you prefer to start with a smaller quantity to test the market, or invest in a larger order to achieve a more competitive unit price?

I'd love to hear your experience in the comments.

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