Widetoes: Fueling growth with flexible working capital
In short
Company: Widetoes
Industry: Footwear (online and in-store)
Treyd customer since: 2023
Number of invoices financed: 44+
Challenge: Seasonal growth and a wide product assortment required large upfront inventory investments. This created cash flow pressure that traditional banks couldn’t solve fast enough.
Outcome: Widetoes accelerated growth (116% YoY), increased purchasing power with suppliers, and maintained momentum through peak seasons without slowing down, or relying on external equity.
Surprising perk: Using Treyd enabled upfront supplier payments which unlocked supplier discounts – not just delayed payments.
Use case: Extending supplier payment terms to match sell-through cycles and financing larger pre-orders to support growth and seasonal demand.
“If services like Treyd weren’t here, we wouldn’t be able to grow at the same pace. It would be much slower.”
Footwear that follows the foot’s natural shape and is better for the body, all the while looking good. That’s the idea behind Widetoes, the fast-growing footwear company from Finland.
Founded by physiotherapist Lina Björkskog and entrepreneur Jonathan Björkskog, the married couple has found success with Widetoes across Europe. We had a talk with the founders to hear how flexible working capital has helped support their growth journey.
The background
Widetoes has been around for just a few years, quickly filling a gap in the footwear industry. Their selection of foot-shaped shoes with wide toe boxes combines comfort and design. Lina and Jonathan, have built it on research-backed insights into foot health and long-term wellbeing.
“You shouldn’t have to choose between shoes that are healthy and shoes that look good – you should be able to get both.” – Lina Björkskog, CEO and co-founder
Today, they have a strong online presence, a physical store and an online store expanding across European markets. As demand increased, so did the need for a broader assortment – and with it, larger upfront inventory commitments.
“Having a good assortment requires a lot of capital if you want to grow fast.”
– Lina Björkskog, CEO and co-founder of Widetoes
When growth outpaced the bank
As Widetoes scaled, traditional banks became a bottleneck. Loan processes were slow, inflexible, and time-consuming – especially for a seasonal, inventory-heavy business.
Treyd offered a faster, more practical alternative: the ability to extend supplier payment terms by 2–5 months and clearly connect financing to specific invoices. For Widetoes, this meant aligning payments with real sell-through instead of tying up cash upfront.
Just as importantly, the Treyd team was responsive and easy to work with – making it simple to get started and move quickly when timing mattered.
“Getting started with Treyd was straightforward as well. The team replied quickly and always had answers to our questions, so it was easy to move on in that way.”
– Lina Björkskog, CEO and co-founder of Widetoes
“With Treyd, we can be more self-assured when we buy inventory.”
– Jonathan Björkskog, Head of Growth and co-founder
Having the confidence to buy more stock
Treyd has become a core tool for Widetoes. In practice, Treyd doesn’t just smooth their cash flow, but enables better commercial decisions. Widetoes can plan more aggressively, price more competitively, and scale faster without relying on external capital or over-stretching bank facilities.
By extending payment terms, the team can:
• Buy inventory with greater confidence
• Place larger pre-orders to unlock supplier discounts
• Avoid stock shortages during peak seasons
• Maintain high growth without slowing down due to cash constraints
The impact is tangible: Widetoes grew 116% year-over-year, reaching €2.5M in revenue and targeting €5M the following year.
Designing the next steps
Widetoes is continuing to scale across multiple dimensions:
• Launching in new markets including Denmark, Norway, Estonia, and additional European regions
• Expanding language support across Europe
• Opening more physical stores outside Finland
• Introducing more brands
As growth accelerates, Treyd remains a key part of ensuring inventory, cash flow, and timing stay aligned – without sacrificing pace or control.
“If services like Treyd weren’t here, we wouldn’t be able to grow at the same pace. It would be much slower.”
– Jonathan Björkskog, Head of Growth and co-founder
