Footwear brand Hoka, renowned for its cushioned running shoes, is making a significant move by opening its first-ever retail stores. The company aims to fuel greater growth for its parent company, Deckers, through this expansion into brick-and-mortar locations.
Hoka President Wendy Yang announced that the brand would open its doors to shoppers at two prime locations: 5th Avenue in the Flatiron neighborhood of New York City and Melrose Avenue in West Hollywood, California. The grand opening of these stores took
place on September 1, 2021, marking a new chapter in Hoka's journey. This expansion is part of a broader direct-to-consumer push in the footwear industry, with brands like Nike, New Balance, On Running, and Allbirds striving to get closer to their customers.
Hoka has signed shorter-term leases for both shops but is likely to extend the agreements as they learn more about consumer preferences and decision-making processes. Hoka's sales have been impressive, surpassing those of its sister brand Ugg for the first time in Deckers' history.
The brand's revenue in the three-month period ending June 30 surged 95% to $213.1 million from $109 million a year earlier. According to NPD Group data, sales of performance running footwear in the U.S. grew by about one-third in the first half of the year, with Hoka's sales rising about 90%.
The new Hoka stores will offer 3D foot-scanning devices to assist with sizing and provide lockers for customers to store their belongings while testing out shoes in the area…
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