By centralizing fulfillment, distribution, and operational visibility in a single infrastructure, Hawkers optimized inventory, reduced delivery times, and gained greater control over its regional expansion.
60 years of Mexican history and a leap into international ecommerce with Cubbo
Panam is a Mexican brand founded in 1962, synonymous with cult urban footwear made 100% in Mexico, materials from León, production in Cuautitlán Izcalli. Three generations of loyal consumers endorse its iconic tennis shoe, the 084 model, and in the last three years the brand has expanded its catalog with clothing and accessories, opening its e-commerce channel with a view to conquering the US and LATAM.
Ecommerce/DTC
+200
Mexico (Cuautitlán Izcalli)
After six decades operating in traditional retail, the leap to ecommerce and international expansion required a modern logistics infrastructure that maintained the promise of quality and brand identity, without compromising 100% Mexican production.
Competing with international giants that already dominated the digital channel, while building a direct customer base (D2C), required a logistics partner that understood the pace and ambitions of a brand with a global vocation.
Cubbo became Panam's logistics ally for its ecommerce channel, providing the brand with the necessary operational capacity to deliver with precision and speed throughout Mexico and begin its expansion to the US. The result: logistics aligned with the 60 years of quality demands that Panam represents.
- Active ecommerce channel in Mexico with distribution to the US.
- Modern logistics aligned with 60 years of quality standards
- Expanded catalog: footwear + clothing + accessories in the last 3 years
- 100% Mexican product brought to the international market
Estimated reading time: 8 Min
Talking about Panam means talking about 100% Mexican quality and logistics. It means talking about national pride turned into a brand.
It is a story that began more than six decades ago and continues to walk, literally, through the streets 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 is taking an even bigger step: conquering ecommerce and expanding beyond Mexico, bringing its “made in Mexico” DNA to the United States and soon to all of Latin America.
Behind this new stage is a key factor: modern, efficient logistics fully aligned with its growth vision, driven together with Cubbo, its strategic ally for getting every pair of shoes, and now every garment, to the right destination with precision and speed.
In the following lines, you will discover how Panam managed to reinvent itself without losing its essence, what makes it a cult brand, and how its integration with Cubbo has strengthened its ecommerce operation and international expansion.
Because Panam does not just make products. It creates history, community, and Mexican pride. Its success is living proof that when quality, logistics, and local passion come together, there is no border that can stop a brand.
Cult and Urban
Frank: Tell me a little about the history of Panam, because I understand the brand has been in the Mexican market for many years, correct?
Karla: Yes. Our company was founded in 1962, and this year we celebrated our 60th anniversary. It all started with footwear, and three years ago we entered the clothing and accessories category, where we have also been quite successful.
Frank: What characteristics do you think define Panam?
Karla: Our brand is characterized by being urban and cult. Those are the main values that Mexicans have recognized in Panam, and I think that is precisely why the people who buy this product are so loyal to the brand. It is deeply rooted in Mexican identity, and consumers recognize that it is a 100% Mexican, high-quality product.
And when I say 100% Mexican, I mean both the hands that make it and the materials used to produce it.
Frank: Why do you say it is a cult brand?
Karla: People identify us with products that make sense in their daily lives. This has a lot to do with music, lifestyle, and the way they express themselves. And when I mention “cult,” I also mean that the people who buy from us have given value to our sneakers and clothing as collectible items. They see them as products that are close to their hearts.
They have also recognized the effort we have made to reinvent our products.
Frank: What challenges has the brand faced? Surely not everything has always gone as planned.
Karla: No. In the 90s, we faced our biggest challenge, which was when international brands began arriving in Mexico and became direct competition for us. But despite that, we managed to turn things around, and we have built very strong brand recognition both in Mexico and across Latin America. It has been incredible.
We source our raw materials in León, and our plant is in Cuautitlán Izcalli. It is a 100% Mexican product, made 100% in Mexico.
Frank: And when did the first pair of Panam sneakers arrive on the streets of Mexico?
Karla: The first pair of sneakers came out on August 2, 1962, and that first model became our iconic winning model, the 084. That product has been, and will continue to be, the top item in our collections. Today, we have developed new sneaker designs to reach younger markets and new generations that want to try high-quality Mexican products with our DNA.
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New products, new markets, and new partners
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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. When international brands began to arrive, we realized we had to evolve. In 2017, we decided that the users of our sneakers needed to complete their outfits. That is when the need and idea arose to create a clothing and accessories collection for the brand, while maintaining the urban and cult look that characterizes us.
Frank: How many collections do you have?
Karla: Today, we have already launched four collections, and they have worked very well for us. These collections have been launched through our points of sale, and we currently have more than 200 throughout Mexico.
Frank: These points of sale, I understand that they are physical stores. Are they all your own stores?
Frank: These points of sale are physical stores, right? Are they all your own stores?
Karla: No. Around 33 are our own stores, and the rest are franchises we have across the country.
Frank: And when did you decide to start building the ecommerce business? What was the reasoning behind it?
Karla: In 2019, we started thinking about having an ecommerce channel. We wanted to enter the world of ecommerce, and it happened just one year before Covid, which turned out to be great timing. Our first website, I must admit, was quite small in terms of product and catalog because we did not know much about the ecommerce world. And then, as you can imagine, everything accelerated during the pandemic.
Frank: And how did you find Cubbo?
Karla: I found Cubbo by chance. We had to completely transform the website because we knew it was not optimized for the market, and consumer needs had shifted from buying footwear in physical stores to looking for it online.
While browsing online, I found Cubbo, specifically Josu, with whom I had contact from the beginning. We were convinced that it was the ideal project and the ideal logistics partner to achieve our objectives for Panam’s ecommerce.
52% of people who go to our physical stores do not follow us on social media or buy from us through ecommerce. So we still have a very important market there, built on the tradition and recognition of Panam.
Frank: But the website is growing a lot too, isn’t it?
Karla: Yes. The growth of the online store has been very strong. In fact, we grew 114% from 2020 to 2021.
Frank: And has Cubbo helped you with that?
Karla: Of course. Cubbo’s work has been key. Being able to have dedicated customer service, deliver products to customers inside and outside Mexico, and showcase our brand properly has been a major added value for our ecommerce.
The first contact with the customer happens through our ecommerce, which is built on Shopify. But Cubbo already has the plug-in for a direct connection, and once the customer places the order, Cubbo takes care of everything.
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Women’s empowerment
85% of the factory workers at Panam are women. The company has always been committed to female employment and protects the work-life balance of the women who make its products.
Frank: Why did you choose Shopify?
Karla: We chose Shopify because, at the beginning, we did not have much knowledge of the ecommerce world. We worked with another company that was dedicated to selling and delivery, but there we lost a lot of important customer information. We did not know the user, what they liked, or what they were looking for.
That is why we decided to move to Shopify: to control our customer data and because the integration with Cubbo is excellent.
Frank: Has Cubbo been transparent with you at an operational level? Because that is usually key.
Karla: Yes. Cubbo has shown incredible transparency and commitment, helping us create all the synergy Panam needs.
Frank: Describe the integration with Cubbo so that someone who does not know about this can understand why it works and what it provides.
Karla: Sure. A user buys from our ecommerce. I receive the information, their data, and the order. At the same time, Cubbo is already integrated into our online store and receives the order and address information, as well as the shipping method selected by the user. Everything is automated, and that advantage is ideal.
I have to say that this was a development Cubbo built, and at the beginning it did not exist. Now it has turned Cubbo into a very complete platform.
After this, Cubbo’s customer service team speaks directly with the user if there is a problem with the delivery, if the zip code is incorrect, or if something else happens.
Cubbo handles the entire logistics follow-up and stays attentive until the customer confirms that they have the product in their hands and are completely satisfied.
Frank: Where do you currently sell?
Karla: Our shipments reach all of Mexico and the United States. We are already planning to expand to the rest of Latin America because we have received a lot of demand for it.
Frank: And for the United States, how do you handle fulfilment?
Karla: Cubbo handles everything from its center in Mexico City. From there, the order goes directly to the United States. This was achieved through negotiations between Cubbo, international carriers, and Panam.
Hybrid growth and expansion throughout Latin America
The heart of Panam is being an urban and cult brand. It is a concept that resonates very well with young people across Latin America. That is why the brand is actively seeking to expand to the rest of the continent in the coming years.
It is a complex challenge in which Panam combines growth in physical stores with the strengthening of its ecommerce channel.
Frank: What plans do you have for the next 3 to 5 years?
Karla: The ecommerce objective for 2022 is to double the sales achieved from 2020 to 2021. For physical stores, what is vital for us is to add at least 10 more stores in Mexico City.
Frank: How do you build the hybrid model between franchises and owned stores?
Karla: With our own stores, it was sometimes difficult to expand to so many places. That is where the franchise model came in: having a partner who can replicate the store in another location. That has been an important push for us.
Frank: What has been the most difficult thing for you?
Karla: What has cost us the most is accessories, precisely because many sneaker companies have the same idea of expanding into fashion and accessories. In that sense, backpacks have been the most challenging product, partly because during the pandemic there was no proper school season. But in the end, we have also managed to make the backpack well received.
Frank: What advice would you give to a Mexican entrepreneur who wants to start building their brand?
Karla: You have to be clear about what you want, consistent in what you need, and have absolute confidence in both your project and the country where you are building it. Things always happen, but they take time.
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