Steve Lax, , Yaleet President, and wife Susan decided to make a major investment and buy Naot. As the owner of Yaleet, Naot's distributor in the United States,
The husband and wife team could have allowed their licensing agreement with the brand to lapse, but said that could have caused the company to shift manufacturing to China at the cost of 700 Israeli factory jobs.
“While Susan and I have done very well in our lives,” says Lax, “this is something I've worked at building for 25 years. I just didn't want to see it all go away.”
Lax believes that the Israeli characteristics of Naot are what make the brand stand out in the marketplace.
“Our shoes have soul to them. It's very unique compared to what's out there in terms of quality, comfort and design,” he said.
Steve Lax said he consider running Noat akin to heading a large family. He has no plans to take it public or sell it. He loves what he's doing, and is very hopeful for the future of the company.
The recent Naot acquisition includes two factories in Northern Israel and 60 retailer outlets. For over forty years, Naot has employed Palestinians at full Israeli wages and they will continue to do so despite the war or political situation.
Naot is one of the largest suppliers of economic opportunities for several communities on the West Bank.
“We believe that every sandal is a sandal of peace, as each one is handmade by the joint effort of Israelis and Palestinians,” states Lax.
Naot offers both men and women a variety of styles that all share a common thread: fashionable comfort. Its line features natural cork insoles that provide shock absorption for the spine, carefully structured uppers allow for unrestrained movement, and flexible soles are lightweight for a carefree stride.
