An interview with Lina Björkskog about the Widetoes journey.

In just a few years, Widetoes has grown from a small home-based project in Jakobstad to one of the largest players in the Nordic region within barefoot and wide-toe box shoes. Behind the company are spouses Lina Björkskog and Jonathan Björkskog – an entrepreneurial couple with a shared vision of changing how we think about footwear.

When we meet Lina, it’s clear that this journey has not only been about building a business – but about conviction.

“It started with a feeling that something wasn’t right”

Lina explains that her background in health has always shaped how she views the body. As a physiotherapist, personal trainer, and nutrition advisor, she has long taken a holistic approach to well-being.

At the same time, shoes have always held a special place in her life.

– I’ve always been interested in shoes. When I traveled, I would almost always bring home a pair as a souvenir.

Still, it was in everyday life that everything fell into place.

– It really started when we were buying shoes for our children. I noticed how many shoes restricted the natural movement of the foot. It didn’t make sense.

Her curiosity quickly turned into something more.

– The more I learned about barefoot shoes, the clearer it became. I truly felt a calling – that this was something I was meant to do. I started reading research in the field, and the results were clear. Shoes need to give the toes enough space so they’re not compressed, as that can lead to misalignment in the foot and, over time, various issues in the body.

At the same time, much of the research showed that the thinner and more flexible the sole, the more naturally the foot can function. This improves mobility and strengthens the feet – which in turn forms an important foundation for the entire body.

– That said, there are also situations where a more cushioned sole can be beneficial, for example if your feet are weak or if you spend a lot of time walking on hard surfaces.

From the kitchen floor to growing demand

In 2021, Lina took the step and launched an online store from her home in Jakobstad. She quickly realized that the demand was greater than she had expected, especially from Sweden.

– I packed orders on the kitchen floor, often with the kids around me.

At first, Lina used Be Lenka’s warehouse and let them handle shipping directly to customers. Over time, more brands were added, increasing the need for her own storage.

What began as a few return boxes on the living room floor quickly grew – soon the entire sauna building in the yard was filled to the brim with shoes. At the same time, customers began reaching out, wanting to visit and try on shoes, and demand continued to grow steadily.

After the birth of the family’s third son, the warehouse was moved to a proper facility in Jakobstad. During her maternity leave, Lina hired Hanna to manage the day-to-day operations.

As the company continued to grow, the next step came naturally. In 2022, the business evolved into Widetoes, and Jonathan Björkskog joined as a co-owner. With his background in growth marketing and experience from his agency Genero, Jonathan plays a key role in developing strategies to scale the e-commerce business.

At the same time, a physical store was opened in Jakobstad, and several employees were hired to manage both order fulfillment and in-store customers.

– That’s when we really started building the company together, with a long-term perspective.

“A good shoe should tick all the boxes”

Today, Widetoes is an established player in its niche – but the philosophy remains the same.

– Health is the foundation of everything we do. But it’s not enough. The shoes also need to look good and be reasonably priced. A good shoe should tick all the boxes.

At the same time, they never compromise on fit.

– We measure every single model ourselves. It’s a lot of work, but it allows us to truly help our customers find the right fit. We want to make it easy to order the right model online as well.

A large warehouse in Jakobstad – and growing across the Nordics

What started small has grown into a substantial operation.

Widetoes now runs a 460-square-meter physical store in Jakobstad, alongside a large warehouse, as well as additional storage in southern Sweden.

– Today, we have the largest warehouse for barefoot and wide-toe box shoes in the Nordics. We’ve built it up gradually, adapting it to the seasons and continuously adding new brands, says Lina.

The company now ships to customers across much of Europe and has built a team handling everything from purchasing to logistics and customer service.

An evolving industry

The industry is developing rapidly – something Lina finds both exciting and inspiring.

– There’s so much happening right now. More large brands have started producing barefoot and wider models, which is really exciting to see.

The growing supply creates new opportunities.

– We want to stay at the forefront and continuously find new models for our customers.

Looking ahead – with the same drive

Despite the rapid growth, the core of Widetoes remains unchanged.

– For us, it’s about making it easy for people to choose better shoes. Combining function, style, and accessibility.

The journey from a kitchen floor to a Nordic-scale warehouse is already impressive – but according to Lina, this is just the beginning.

– There are still many people who don’t know that narrow shoes can be harmful to their health. We want to continue spreading our message: Your feet are wonderfully made – preserve the perfection.