Machino Founders Hit Forbes List on Back of Eight-Figure Revenue Growth

Malaysian entrepreneurs Amy and Esther Tai, founders of the footwear brand Machino, have been named to this year’s Forbes 30 Under 30 Asia list, a recognition of their success in building a company that addresses a common frustration among consumers. The sisters established their brand after identifying a market gap for footwear that is both fashionable and comfortable for prolonged wear.

Selected from thousands of candidates across the Asia-Pacific region, the pair built their business on a direct insight into consumer needs. "From personal experience, we realized that many shoe brands were stylish, but they weren’t very comfortable for long-term wear, whilst the shoes that are comfortable didn’t have great designs," Amy and Esther, now 26 and 28 respectively, told Vulcan Post in 2023. Determined that women should not have to compromise, they collaborated with their uncle, who operates a shoe factory, to develop their product line.

The idea for the venture originated in 2020 when the sisters were exploring a side business. "That’s when we ran into our uncle, a shoe manufacturer, at a family gathering," recalled Esther, who serves as Machino's CEO, in an interview with BURO Malaysia. "We paid a visit to the factory in Kuala Lumpur, and the rest is history." She added that a secondary motivation was to support Malaysia's apparently declining local shoemaking industry.

Machino’s footwear is designed with a focus on comfort, utilizing thick, firm sponge insoles intended to support users during long hours of standing and walking. The brand launched as a direct-to-consumer online business operating from their family home in Puchong, Selangor, backed by a RM100,000 (US$24,150) loan from their parents.

Since its inception, the company has expanded significantly. It now operates a physical store in Putrajaya’s largest shopping mall, a retail outlet in Selangor, and its own factory. The product portfolio has also broadened from women's flats, sandals, covered shoes, and heels to include handbags, tote bags, and footwear lines for men and children.

The brand's name, Machino, is a composite celebrating Malaysia’s multicultural identity: "MA" for Malay, "CH" for Chinese, "IN" for Indian, and "O" for others. By manufacturing most of its products locally, the company supports domestic artisans and the nation's handcrafted shoemaking sector. A signature design element is the six-petal Hana flower motif, which is featured prominently across its products and draws inspiration from local culture. The brand also incorporates other Asian cultural elements, such as batik, songket, and saree lace, into its designs.

The Hana flower motif has become a key part of the brand's identity, extending beyond footwear to collaborations on handbags, apparel, and phone cases with local and international partners. A notable partnership with healthcare and beauty retailer Watsons Malaysia produced foldable Hana flower keychain tote bags. According to Esther, the product was distributed to 800 stores nationwide and sold out within a day and a half.

Financially, the company has demonstrated strong performance. In January, Esther reported that Machino achieved eight-figure revenue in 2025, with sales doubling annually. While this growth has validated their business model, the founders acknowledged the challenges of starting a business at a young age without prior experience. "But the thing is there is no right or wrong timing to do anything, sometimes you just have to do it and put yourself in an uncertain environment to see how far you’ll go," they stated to Vulcan Post.

Launching during the pandemic presented significant uncertainty, but the sisters proceeded with their plans. They cited hiring a professional accountant early and assembling the right team as one of their most important lessons. In light of their success, Esther emphasized that the Forbes recognition is a credit to the entire Machino team.

Reflecting on their journey, the founders see the brand's growth as exceeding their initial expectations. "The past six years have been a rollercoaster rise marked by late nights, small wins, setbacks, sacrifices and moments where we questioned everything, but through it all, one thing always kept us going – our community," Esther told the national news agency Bernama. "They made us believe that the brand we built could truly make an impact and change the shoe game."

Looking forward, the founders intend to strengthen Machino’s presence across both online and offline channels and explore further brand collaborations. However, their primary focus remains on their core offering. "At the end of the day, our core is still footwear solutions," Esther told The Star. "The most important thing is to keep making good comfortable shoes."