This research aims at developing a business model for companies in the footwear industry interested in implementing Mass Customization with the goal of offering to the market products which perfectly match customers’ needs. The studies on mass customization are actually mostly focused on product development and production system aspects. This study extends the business modeling including also Supply Chain aspects. The research is based on analyzing Mass Customization application in reality, within some companies operating in footwear industry. Through the real cases of Mass Customization implementation, a business model proposal is developed as an attempt to generalize the empirical findings.