My Passion For Selling Shoes Is Divine—CEO, LarritShoeVillage

Omolara Olukotun is the Chief Executive Officer, Larritshoevillage. Tagged Naija’s Biggest Shoe Store, the amount of shoes, purses and bags in her warehouse is intimidating. You can’t blame Larrit as she is fondly called, for the heaps and heaps of shoes— she produces shoes with over 10 factories in China. This is aside her luxury labels which she gets directly from her manufacturers in Italy. Indeed, the story of her success in this chosen business of hers is better narrated by Larrit herself. She speaks to Owambevibes magazine in this interview…

Owambevibes: When did you delve into this unique business of selling shoes?

I’ve been in the shoe business for over 16 years. I was selling shoes when I was an undergraduate in Ghana, to help with my school fees. Then, I graduated in 2008 and relocated to Lagos, Nigeria where I opened a shop in Omole, Phase 1. There, I delved into business full time. I was selling shoes and gift items, perfumes and all sorts. I was also travelling to China to buy things to sell. Then, one day, I prayed to God that of all the things in my shop, I wanted something that would be in me and that I would be known for. That night, I dreamt and saw myself on heaps of shoes. It was like a fountain of shoes and I was lying on top of these shoes. When I woke up, I didn’t understand and told my mum who didn’t understand either but opined that I was selling shoes before, what again was I talking about? But then, I was selling other gift items and wanted just an item I would be selling and be known for. After the dream, I just made up my mind right there that I wanted to be selling shoes alone. So, I started giving out all that were in the shop. I started giving out all the stuff except shoes and after gathering enough money, I travelled to China and started buying shoes from there. About 10 years ago, I had an experience that turned my story around. I went to China and became a full-time manufacturer. I have about 10 different factories that make about 10 different shoes for me.

Owambevibes: That’s quite huge and consumes funds..? Yes, it’s a whole lot of work. It’s Capital-intensive and requires a lot of brainstorming. But then, I wanted to stand out and needed to make mine affordable. Along the line, I realized since I wanted good quality, I had to invest more in quality production. I wanted my peace of mind and had to go for quality but that would make it a bit expensive. With my products I always try to regulate the production to make it of good quality.

Owambevibes: When did you kick off your Italian Luxury labels? Last year, during COVID -19 lockdown, I had to relocate my shop from Admiralty way in Lekki, Lagos to Arobieke opposite Brazas plaza which is also in Lekki. It cost me a lot and by the time I was through with renovating the new shop, I needed to have an opening. I now realized that there was nothing to stock the huge shop with. First, the challenge I had was my China connection—I had already paid for a year production with my manufacturers in China. Then, there was the issue of COVID-19 with China as the epicenter! I could not import anything! Nobody could travel either because we were all locked up at home. I had products in China that couldn’t come in. It was becoming frustrating. Already, our new shop was ready and we needed goods to stock it. I had to contact an aunt who sells Italian shoes and I bought off all her stock; since she just brought in her goods. By the time we brought the goods to the shop, coupled with the China goods I had before lockdown, they weren’t still enough. I then decided to get in touch with some Italian manufacturers who I had their contacts. I contacted Louis David and told him what I want. He had stock and I paid him. For Valentina, another shoe designer/manufacturer, she gave me her quotation for production and I paid her too. Fortunately, customers were buying and we were able to make our profits. Meanwhile, I had always told my aunt who sold Italian shoes that I would not sell SACCO shoes because I don’t have customers for those shoes. To me, I thought my customers would not buy SACCO; not knowing that I underestimated myself. Therefore, I decided to test my strength and gave SACCO a try and approached SACCO himself. He spoke with me and gave me his bill. When I saw the bill, I was scared and wondered if people actually bought his shoes. He said people do buy and gave me some product photos to display and see if people would embrace it. Of course, I did and was shocked at the interest shown by many of my customers. Then, SACCO later called me and expressed surprise at my brand’s popularity. He said the number of people who munched photos of his shoes from my page and sent to him was overwhelming! At the end of the day, I chose some collections and was the amount huge? In fact, I paid what I could and he started production. Then, I started paying him (wasn’t easy because SACCO production takes like three months) By the time I started selling, I just put a certain profit margin and didn’t know those selling SACCO shoes in Nigeria sell thrice the amount they get from Italy! But then, a customer asked me if I was selling the original SACCO because that was not the price elsewhere and some have started saying I was selling copies from China. I refuted such claims and made her realize I buy directly from SACCO and would not put neck-breaking profits on my shoes.

Owambevibes: Your clientele is huge..? God has been good to me and I have customers everywhere including abroad. How they are coming I don’t know, I just thank God for everything. Even some pre-order and they patiently await their orders. Owambevibes: What will be your take on Nigerian women and fashion?

Nigerians are fashionable people and they love parties. Even during COVID-19, they still had photo-shoot at home. I have customers all over the world and they buy. I am grateful to God for all patronage I’ve enjoyed from Nigerians – home and abroad. He has been faithful. Owambevibes: You started business as a young undergraduate, what will be your advice to upcoming entrepreneurs? It’s not about money but consistency. Then, I was hawking shoes and would come from Ghana to buy from Balogun, Lagos. I would pack them in Ghana-must-go bags and after lectures, I would take my bags and go from hostels to hostel selling shoes. I would always tell you even if I am meeting you for the first time that I sell shoes. There has to be a passion for what you do. Also, there should be room for patience. Even when you are not making money, you stay put. You must have passion. When it’s not profitable, it’s the passion that makes you stay with it Owambevibes: Are there challenges? Yes, there are. Initially when I started production, I almost passed out when I got a half container of shoes from China—the goods were a heap of rubbish designs! Then, I felt since I had paid, I could as well leave for Nigeria. I didn’t know I was meant to stay back and supervise my production. Of course I’ve learnt my lessons now. Owambevibes: Shoe production business is not for the faint-hearted? Not easy to sail but I stayed put. Shoes production isn’t easy. You think of designs, colours, sizes, etc. What Miss A wants is different from Miss B or Mrs X. It takes so much from you but I thank God. Owambevibes: Larrit is known as a very blunt person? I could be blunt but not rude. The problem I have with some people is that they underestimate your values because you are selling something to them and they want you to take it in without complaints. If I was rude, I would have been out of business. Ironically, some customers patronise me because of some negative things people talk about Larrit. Owambevibes: Do you sell jewellery? How did SellitoffbyLarrit start? It came about during COVID-19 when a lot of people got stuck. During COVID-19, I realized there is nothing in this life. I had stuffs I wasn’t using—jewellery, clothes and accessories. I wanted to sell and told a told a friend who advised against it. She believed that people might think I had financial challenges. That snapped me up and I opened a page on Instagram and started asking for who wants to sell their jewellery. A lot of people called in from abroad and wanted to sell. I was able to put a link between buyers and sellers.

Owambevibes: What are your plans for Larritshoevillage? I don’t plan like that. Why? We are not God. No human being should plan for tomorrow. You don’t own tomorrow and when we plan like that, it upsets God. Whatever God has planned for me is what happens to me by His guidance and will. Owambevibes: Does Larritshoevillage have young women you are mentoring? Our generation has changed and we are very unrealistic. This also comes with a sense of entitlement. I pity some because they don’t want to work and wouldn’t want to go through what you went through. But they want to be like you. In this life, be honest with yourself. Don’t look up to anybody in life because when you do, you start losing focus on your potential. I can admire and appreciate some very successful women but I will pray to God to make me prosper too. I don’t want to be like anybody. I am me. Owambevibes: What are your plans for marriage?

Not that I don’t want to be married. I am a totally loyal person. I don’t know how to double-date or pretend, and that has been a problem. Not all men put in their all into a relationship—they are cheats and normalize it. I can’t overlook that aspect because he could be sleeping with people around you. That’s disrespectful. But if it’s God’s will, I will get married soon.