Sustainability Focus Fulton emphasizes sustainable materials in its modernized arch support insoles, aligning with consumer demand for eco-friendly products, which presents an opportunity to market to environmentally conscious customers and expand brand loyalty.

Market Niche Operating within the orthopedic and comfort footwear space, Fulton can target health-conscious and wellness-oriented segments, collaborating with retailers and wellness brands to increase product visibility.

Tech-Savvy Approach With a technology stack including React and Snowplow for data management, Fulton can leverage its digital presence to enhance e-commerce capabilities and gather customer insights for targeted marketing strategies.

Growth Potential Although currently generating up to $10 million in revenue with a small team, Fulton has room to scale by exploring strategic partnerships, marketing, and product line expansion within the sustainable footwear market.

Competitive Positioning Fulton's focus on comfort and sustainability positions it against competitors like Allbirds and Rothy's; approaching similar customer bases with tailored messaging could help capture a larger share of the eco-friendly footwear segment.