From 401K to $3M Orders: How Marina Larroudé Built LaRudé Into a Disruptive Luxury Footwear Brand

In 2020, the pandemic upended lives. For fashion veteran Marina Larroudé and her husband Ricardo, it meant two jobs lost, two kids at home—and a decision most would consider reckless: cashing out their retirement savings to launch a shoe company.

But that leap of faith, powered by instinct, experience, and relentless work ethic, would become LaRudé, one of fashion’s fastest-growing footwear brands. In less than five years, Marina has scaled the company from a self-designed PowerPoint website to winning Footwear News’ Brand of the Year—alongside On Running—and employing 550+ people across two vertically integrated factories in Brazil.

In a conversation with Vivian Tu on Net Worth and Chill, Marina opened up about everything from pricing psychology to manufacturing ethics, and how she knew when her startup had finally “made it.”

The 401K Bet: “We Were Unemployed... This Was On Us”

“We scraped our 401Ks,” Marina shares bluntly. “That’s your retirement money. But we believed in it. We had worked for others for 40 combined years, and we said, this is on us now”.

The couple's initial investment was just $100,000—rolled out carefully over time. Marina built the e-commerce site herself in PowerPoint and hired a developer for $4,000. Ricardo took on a second job. Every dollar earned was reinvested.

“We didn’t take money out. We built a factory. Then another. Now we have 550 people on payroll. That’s our proudest achievement.”

Lessons from Vogue, Barneys & Teen Vogue

Marina’s career was anything but random. She held senior positions at Style.com, Teen Vogue, and Barneys, each one sharpening a different edge of her entrepreneurial skill set.

• At Style.com: she learned digital storytelling at speed.
• At Teen Vogue: she managed large teams and complex operations.
• At Barneys: she studied customer behavior firsthand.

“I spent hours on the shoe floor watching women pick up the pink boot, love it, and put it back because it was too expensive. There was a disconnect between what customers wanted and what the industry offered”.

Why the Shoe Market Was Ripe for Disruption

LaRudé’s value prop is clear: designer quality at a third of the price. But Marina didn’t just undercut on price—she built better.

Most footwear brands operate through a long chain of agents, middlemen, and wholesalers, each one adding cost but not value. LaRudé cut them all out.

“We’re vertically integrated. We make everything ourselves. That means we can afford better materials, better craftsmanship—and still offer a better price.”

And the product speaks for itself. Each shoe is hand-fitted and obsessively prototyped by Marina herself. “I’m the fit model,” she says. “Every sample goes through me.”

From $5K Months to $3M Orders

The lowest low? February 2021.

“We sold $5,000 that month. I was like, how are we going to pay rent?”

The highest high? A $3 million wholesale order, roughly 18 months later.

“I cried. Then I had to figure out how to actually produce it.”

But with scale came new challenges—like $250K in returned merchandise from a major wholesaler who backed out of a reorder. It was a harsh lesson in risk and negotiation.

“Live and learn. But you have to put in the work. There’s no magic. Just work.”

A Business Built with Integrity

LaRudé isn’t just a luxury brand—it’s a statement on ethical manufacturing.

By owning their Brazilian factories, Marina and Ricardo made a choice: pay 30% more than the industry average, provide health insurance, and offer English classes and stock options.

“We didn’t want one factory owner getting rich. We wanted 300 workers building a better life.”

Even local politicians took notice. “We disrupted the entire region,” Marina admits. “Other factory owners were complaining because our wages were too high.”

The Power (and Pressure) of Working with Your Spouse

Founding a company with your partner isn't for the faint of heart.

“It’s intense,” Marina says. “We’re always working—on vacation, on walks, at dinner. The kids are like, can we talk about something else?”

Still, the division is clear: Ricardo is CEO. Marina is Creative Director. And they’ve made it work for over 20 years.

“He’s the person I trust most. He’s coached me my whole career.”

Final Advice for Founders: Learn on Someone Else’s Dime

Marina’s biggest piece of advice for wantrepreneurs?

“Learn from the best—on someone else’s dime. Build your network first. Don’t jump straight out of school with a PowerPoint deck asking for a SAFE.”

Her second piece of advice? Ask for what you’re worth.

“I worked my ass off for $10 an hour in fashion. I should’ve asked for more. Women need to advocate for themselves—early and often.”

What’s Next for LaRudé?

Marina’s ambitions are big. She wants to become “the biggest fashion footwear brand in the world”, taking cues from companies like On Running and Luxottica.

“We’re bringing other creatives into the fold—like Jonathan Cohen and Joseph Altuzarra. We’re building the Luxottica of shoes.”

And even in tough economic times, she remains confident.

“People are more educated now. They know a $2,000 shoe doesn’t cost that to make. Our product is as good—or better—for a third of the price. That’s how we win.”

💡 Key Takeaways for Entrepreneurs

• Bootstrap if you must—but know what you're betting on.
• Cut out the middleman, not the product quality.
• Watch your customers. They’ll tell you what the market wants.
• If you co-found with your spouse, set clear boundaries and roles.
• Use corporate jobs as a paid MBA. Then build.