Fulton
Fulton makes sustainable cork and natural foam arch support insoles designed to relieve foot, knee, and back pain. Founded in 2021 in New York City and manufactured in Portugal, the direct-to-consumer brand offers premium comfort below custom-orthotic prices.
The Story
Fulton launched in 2021 when co-founders Libby Mochan and Daniel Nelson decided there had to be a better middle ground between cheap drugstore insoles and $500 custom orthotics. They developed a sustainable arch support insole made from cork, natural foam, and vegan cactus leather, with manufacturing in Portugal.
The product is designed to mold to the wearer's foot, relieving foot, knee, and back pain without a clinic visit. Early on, the company was self-funded and intentionally kept pricing premium but well below custom-orthotic levels, making comfort accessible to more people.
Revenue grew quickly into the high seven figures, and Fulton began shifting from pure direct-to-consumer sales into mass retail. Major retail conversations followed, with Target emerging as a key potential partner and a signal that the brand was ready to step out of the wellness niche.
Today, Fulton operates from New York City while maintaining its Portuguese cork supply chain and carbon-negative manufacturing process. The team remains lean and product-focused, letting quality and sustainability drive growth as it moves toward mainstream shelf placement.
Key Facts & Metrics
Company Timeline
2021 — Founded in New York City
Libby Mochan and Daniel Nelson founded Fulton to create sustainable arch support insoles as a middle ground between cheap drugstore inserts and expensive custom orthotics.
2021 — Product Launch
Fulton launched its first cork and natural foam arch support insole, manufactured in Portugal with a carbon-negative production process.
2024 — Retail Expansion
Revenue grew into the high seven figures, and the company entered conversations with major mass-retail partners including Target to move beyond direct-to-consumer sales.
