Borovo (company)
| Industry | Footwear manufacturing, Rubber products |
|---|---|
| Founded | June 7, 1931 in Borovo, Croatia |
| Founder | Tomáš Baťa |
| Headquarters | Borovo , Croatia |
Area served | Croatia, Eastern Europe, International markets |
| Products | Footwear (including Borosana and Startas lines), technical rubber products |
Borovo is a Croatian company specializing in footwear manufacturing, established in 1931 in the town of Borovo near Vukovar. It rose to prominence during the era of the former SFR Yugoslavia, especially known for its iconic Borosana shoe line.
Early Development
The company was founded on June 7, 1931, by Czech entrepreneur Tomáš Baťa and initially focused on producing footwear close to Vukovar. By 1933, Borovo had diversified into manufacturing technical rubber products, becoming one of Croatia's earliest innovators in the rubber sector.
Subsequent Period
Following World War II, Borovo was nationalized and renamed the Borovo Rubber and Footwear Factory. From 1947 until the 1980s, it established itself as a major producer of footwear and rubber goods across Eastern Europe.
In 1968, the introduction of Borosana shoes—developed with input from orthopedist Dr. Branko Strinović—helped cement the company’s enduring brand reputation.
The debut of Startas sneakers in 1976, originally created for table tennis players, eventually became Borovo’s signature product. These sneakers gained widespread acclaim when they were selected as the official footwear for the 1987 Summer Universiade.
Borovo's operations halted during the Croatian War of Independence in 1991 due to extensive damage. Between 1992 and 1997, company management functioned out of Zagreb, while production was temporarily moved to Donji Miholjac. After reclaiming its original facilities in Vukovar in 1998, Borovo reorganized as a business group and recommenced manufacturing both footwear and technical rubber products at its historical location.
Contemporary Borovo
Today, Borovo's core activities include:
- manufacturing leather and rubber shoes
- conducting wholesale and retail sales
- engaging in international commerce
In 2008, leather shoe production was transferred to the upgraded Obućara nova plant. That same year saw the launch of Boromina, a modern reinterpretation of the traditional Borosana model.
At the 2022 Eurovision Song Contest held in Turin, Serbia’s contestant Konstrakta wore white Borosana shoes during her act. This high-profile appearance significantly increased demand for Borosana, with media outlets noting promotional efforts by Dejan Aćimović and Zrinko Ogresta to revitalize the brand’s visibility.