Introduction to Hari Mari
Hari Mari, the breezy flip-flop brand, is getting more traction in the footwear industry. After getting nods in trend-setting publications GQ and Oprah Daily, the Dallas-based company is looking at another year of triple-digit growth in its wholesale business and an expanding product line that could push its reach even further. The company’s key wholesale business, which serves retailers, is growing about 115% this year, according to co-founder Lila Stewart.
Background and History
Hari Mari isn’t a fledgling upstart, but a company with a history that goes back to a founding more than a decade ago with the idea that customers in the broader Southeast need more attention — and that flip-flops aren’t just for Californians and the surfer culture, even if that meant taking on some entrenched brands. The husband-and-wife team of Jeremy and Lila Stewart started Hari Mari after living for three years in Jakarta, Indonesia. The company’s name comes from Hari, which means “of the sun” in Indonesian, and Mari, which means “of the sea” in Latin.
Product and Pricing
Fans rave about the stylish and colorful flip-flops, which often sell for around $70 to $125 a pair, for their comfortable soles and straps. It’s an approach that’s showing results. The wholesale growth comes after an expansion of about 30% in recent years. It plans to match last year’s growth rate again in 2026, Lila Stewart said. In addition, the company is preparing for another 115% increase in 2026 from an inventory perspective, Stewart said. GQ rated the Hari Mari Fields leather sandals as the best overall flip-flops for men in July, and earlier this year, the company grabbed the best flip-flop designation in the “supportive sandals” category from Oprah Daily.
Hari Mari co-founders Lila and Jeremy Stewart pose for a portrait inside their office space on Thursday, Aug. 28, 2025 in Dallas.
Growth Drivers
Getting more people to find the brand has been a key effort at Hari Mari, just as it is for any burgeoning brand. Earlier this year, the company rolled out its first national television advertising campaign after the investment last year. That included advertisements on the SEC Network, which includes the University of Texas, the University of Georgia and the University of Tennessee. It put marketing spots on more home and garden programming as well. “The great thing about flip-flops — we call it a sticky product,” said Jeremy Stewart, co-founder. “So like guys, specifically, if you try something and like it, you’re probably gonna stick with it for the rest of your life, just because we’re kind of creatures of habit. But it’s really getting them to try (products) for the first time is the big, big challenge.”
Expansion and Partnerships
Hari Mari — which also has been hiring influencers to spread the word — has landed more retailers and stores for its footwear. In roughly the past year, the company has added Dick’s Sporting Goods with about 150 stores while Nordstrom went nationwide on the men’s side — and it’s getting a bump with women as well. Free People and Scheels also are new retailers, and REI (Recreational Equipment Inc.) is set for 2026. While retail is part of the wholesale business, e-commerce is the smaller piece of the company. Still, it’s expected to grow at about 12.5% this year compared to about 10% last year.
Inside Hari Mari office space, on Thursday, Aug. 28, 2025 in Dallas.
Tariffs and Opportunities
Still, like many companies in the U.S., Hari Mari is grappling with tariffs, as China is where the company makes its products. “China has been consistent and on time,” Stewart said. “The quality is there.” The company recently increased prices on its footwear by about 10% to 15%. That came after, generally speaking, no price hikes for about three years, Stewart said, while noting that some competitors had been increasing their price tags. Yet early on, the company had not seen a change in demand for its footwear, she said.
Product Expansion
While Hari Mari is known for flip-flops, it’s been seeing growing interest in closed-toe shoes with soft exteriors and fuzzy interiors that pit it against players such as Ugg and Birkenstock. Hari Mari had about 10 slipper styles last year, and when it launches the new collection this month, it will have nearly doubled the assortment. “We’re adding to it, and it’s going to be a pretty significant category for us,” Stewart said. “The market’s just wanting something new and fresh in the slipper space … It’s kind of in the same family as a flip-flop. It’s casual. It’s comfortable, and (it) also allows us to sell something in Q4, which is also important from a revenue standpoint.”
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