Panam: 60 Years of Quality and 100% Mexican Logistics
Estimated reading time: 8 Min
Talking about Panam: quality and 100% Mexican logistics means talking about national pride turned into a brand. A story that began more than six decades ago and that today still walks, literally, through the streets of all of Mexico, proving that local talent, quality, and innovation can compete with any international giant.
Since 1962, Panam has been a symbol of urban identity, authentic style, and Mexican roots. Its iconic sneakers have accompanied three generations, but today the brand takes an even bigger step: conquering e-commerce and expanding beyond our borders, carrying its "made in Mexico" DNA to the United States and soon to all of Latin America.
Behind this new stage there is a key factor: modern, efficient logistics fully aligned with its growth vision, powered together with Cubbo, its strategic partner to deliver every pair, and now every garment, to the right destination with precision and speed.
In the following lines you will learn how Panam managed to reinvent itself without losing its essence, what makes it a cult brand, and how integration with Cubbo has boosted its e-commerce and international expansion.
Because Panam doesn't just manufacture products, it manufactures history, community, and Mexican pride. And its success is living proof that when quality, logistics, and local passion come together, no border can stop a brand.
Cult and Urban
Frank: Tell me a bit about the history of Panam, because I understand you've been in the Mexican market for many years, right?
Karla: Yes. Our company was founded in 1962; this year we celebrated our 60th anniversary. Everything started with footwear, and three years ago we entered the clothing and accessories category, where we've also had great success.
Frank: And what characteristics do you think define Panam?
Karla: Our brand is characterized as urban and cult. Those are the main values that Mexicans have recognized in Panam, and I think that's precisely why the user who consumes this product is 100% loyal to the brand. Precisely because it connects deeply with our Mexican roots and because the consumer notices that it is a 100% Mexican product of high quality.
And when I say 100% Mexican, I mean both the hands that make it and the material it's made with.
Frank: Why do you say it's a cult brand?
Karla: We are strongly identified with products that make sense in their everyday life, and that has a lot to do with music, with day-to-day life, with their way of living. And when I mention cult, I also mean that the people who buy from us have given value to our sneakers and our garments as collectibles. A product that is also very close to their heart.
And they have recognized the effort we've made to reinvent our products.
Frank: What difficulties have you had? Because surely not everything has gone perfectly all the time.
Karla: No. Well, in the 90s we had our biggest challenge, which was when international brands began arriving in Mexico and became direct competition for us. But regardless of that, we managed to turn things around and we've had deep brand recognition both in the Mexican market and in the Latin American market. It's been incredible.
We acquire our raw materials in León and the plant is in Cuautitlán Izcalli; it's a 100% Mexican product manufactured 100% in Mexico.
Frank: And when did the first pair of sneakers, Panam sneakers, hit the streets of Mexico?
Karla: The first pair of sneakers came out on August 2, 1962, and that first model became our iconic and winning model: the 084. That is the product that has been and will continue to be the top of our collections. Currently we've developed new sneaker designs to reach new and younger markets, new generations who want to try high-quality Mexican products with our DNA.
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New Products, New Markets and New Partners
Frank: When did you decide to expand from sneakers into the rest of the fashion world?
Karla: It was a gradual process. Precisely when international brands began arriving, we realized we had to evolve, and in 2017 we bet on the fact that our sneaker users needed to complete their outfit. That's when the need and the idea arose to create a clothing and accessories collection for the brand that maintained the urban, cult look that characterizes us.
Frank: How many collections have you launched?
Karla: Today we've already launched four collections and they've worked very well for us. These collections were launched in our points of sale, and we currently have more than 200 throughout Mexico.
Frank: These points of sale, I understand they are physical stores. Are they all company-owned?
Karla: No. About 33 are company-owned stores and the rest are franchises we have around the country.
Frank: And when did you decide to launch and build your e-commerce? What logic is behind that?
Karla: In 2019 we started with the idea of having an e-commerce site. We wanted to be part of the e-commerce world, and it was just one year before Covid. Which was great. Our first website, I must admit, was quite small in terms of product and catalog because we didn't know much about the e-commerce world. And well, just as you can imagine, it took off during the pandemic.
Frank: And how did you find Cubbo?
Karla: And speaking specifically about Cubbo, I found them by chance. We needed to completely overhaul the website because we knew it wasn't optimized for the market and that consumer needs had shifted from buying footwear in physical channels to looking for it on a website.
And it was precisely while browsing online that I found Cubbo, specifically Josu, whom I contacted from the beginning, and we convinced ourselves that it was the ideal project and the ideal logistics to achieve the goals for Panam's e-commerce.
52% of the people who go to physical stores don't follow us on social media or buy from us on e-commerce. So we still have a very important market there, driven by Panam's tradition and recognition.
Frank: But the website is growing a lot too, right?
Karla: Yes. The growth the online site is showing is quite strong; in fact, we grew 114% from 2020 to 2021.
Frank: And has Cubbo helped you with that?
Karla: Of course, the work Cubbo has done has been key: being able to count on dedicated customer service for us, delivering products to all customers inside and outside Mexico—that has been the added value of our e-commerce to amplify our brand.
We have the first contact with the customer through our e-commerce site built on Shopify. But Cubbo already has the plug-in for a direct connection, and after the customer places the order, Cubbo handles everything.
Also read: Grisi and Cubbo, making a difference in e-commerce in Mexico
Female Empowerment
85% of the workers at the Panam factory are women. The company has always bet on female employment. And the company protects work-life balance for the women who make Panam products.
Frank: And why did you choose Shopify?
Karla: We chose Shopify because at first we didn't have much knowledge of the e-commerce world, and we worked with another company that handled sales and delivery. There we lost a lot of important customer information because we didn't know the user, what they liked, or what they were looking for.
That's why we decided to move to Shopify to control that customer data, and also because integration with Cubbo is excellent.
Frank: Has Cubbo been honest with you at the operational level? Because that's usually key.
Karla: Yes, precisely Cubbo has had incredible transparency and connection with us to build all the synergy we need for Panam.
Frank: Describe the integration with Cubbo so someone who doesn't know about this can understand why it works and what it brings.
Karla: Sure. A user buys on our e-commerce site; I receive the information, their data, and the order. At the same time, Cubbo is already integrated with our online store and receives the order information and address, as well as the shipping method the user selected. This is all automated. And that advantage is ideal. I have to say this was a development that Cubbo made and didn't have at the beginning, and it has now turned Cubbo into a super complete platform.
After that, Cubbo's customer service team talks directly with the user if there's a problem with delivery, if the postal code is incorrect, or if something else happens.
Cubbo handles and provides full follow-up on logistics and stays attentive until the customer confirms they have the product in hand and are completely satisfied.
Frank: Where do you currently sell?
Karla: Our shipments reach all of Mexico and the United States. We're already planning expansion to the rest of Latin America because we've had many requests.
Frank: And for the United States, how do you handle fulfillment?
Karla: Cubbo handles everything from its center in Mexico City. And it ships directly from here to the United States. This was achieved through negotiations between Cubbo, international carriers, and Panam.
Hybrid Growth and Expansion Across Latin America
The heart of Panam is being an urban, cult brand. A concept that resonates strongly with all of Latin American youth. That's why the brand is actively seeking to expand across the continent in the coming years.
A complex challenge in which Panam combines growth in physical stores with strengthening its e-commerce.
Frank: What plans do you have for the next 3 to 5 years?
Karla: The goal in e-commerce for 2022 is to double the sales achieved from 2020 to 2021. For physical stores, what's vital for us is to add at least 10 more stores in Mexico City.
Frank How did you create the hybrid model between franchise and company-owned stores?
Karla: As company-owned stores, it was sometimes difficult to expand to so many places. That's where the dynamic of having a franchisee, a partner who can replicate the store elsewhere, came into play, and that has been an important boost.
Frank: What has been the hardest part?
Karla: What's been hardest for us is accessories, precisely because many sneaker companies have the same concept of expanding into fashion and accessories. In that sense, backpacks have been the toughest, also because with the pandemic there wasn't a normal school season. But in the end we've also managed to make the backpack well received.
Frank: What advice would you give a Mexican entrepreneur who wants to launch their brand?
Karla: They have to be clear about what they want, consistent in what they need, and have absolute confidence both in their project and in the country where they're building it. Things always happen, but they take time.
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Preguntas Frecuentes (FAQs)
When a customer buys on Panam's Shopify store, the order information and shipping method are sent automatically to Cubbo through a direct plug-in integration. Cubbo then handles fulfillment, logistics follow-up, and customer service until delivery is confirmed.
Yes. Panam ships throughout Mexico and to the United States through Cubbo's Mexico City fulfillment center, with international carriers coordinated through negotiations between Cubbo, the carriers, and Panam.
Panam's online store grew 114% from 2020 to 2021. Cubbo's dedicated customer service and ability to deliver products to customers inside and outside Mexico were key to scaling the brand's e-commerce operation.
Panam moved to Shopify to regain control of customer data and because of its excellent integration with Cubbo. With the previous provider, Panam lost valuable customer information since it didn't own the user relationship.
Panam is identified with products that connect to customers' everyday lives—music, urban culture, and Mexican identity. Its sneakers and garments are seen as collectibles, and buyers are highly loyal because they recognize the brand as 100% Mexican and high quality.
Panam operates about 33 company-owned stores and the rest as franchises across Mexico—more than 200 points of sale in total. This hybrid model lets the brand expand faster while maintaining its urban, cult identity in physical retail alongside e-commerce growth.
Panam already ships to Mexico and the United States and is planning expansion to the rest of Latin America due to strong demand. The brand's urban, cult concept resonates with Latin American youth, making international e-commerce a strategic priority.
