The 9,000-square-foot store offers footwear, apparel and community gathering spaces.
The red-hot sneaker brand will open a 9,000-square-foot store at 579 Fifth Ave. on Friday. The shop, located right off 48th Street, replaces a pop-up two blocks south and joins a smaller location in the Flatiron district., Hoka’s president, said the brand had tested the waters in retail through a pop-up model as “an opportunity for us to immerse ourselves in different communities.
Down the road, she said, apparel is expected to double its penetration to mid-teens, she said. “It’s something that we know consumers want from us. We’re getting a lot of traction on the apparel through e-comm.” She said Hoka apparel will continue to be positioned in the “more premium, elevated space,” and “just as innovative, and industry leading as our footwear is, we expect our apparel to be a very quick, fast follow and to become a significant portion of our portfolio going forward.
“We want to be really surgical and strategic about where and how quickly we open doors to make sure we’re not only thinking about our own DTC business, but about the integrated marketplace strategy for Hoka. We know that this is going to be a huge opportunity — consumers want to come in and experience brands from a tactile brick and mortar perspective, and we’re very aware of that. But we also want to be just really thoughtful on where we choose to open.
“We’re not resting on our laurels by any stretch of the imagination so I look at it as an energizing moment versus a stressful moment. The team is extremely passionate, very well connected in the industry and to the consumer, and I’m very confident in what we have coming from a product, retail and consumer perspective.”
France Dernières Nouvelles, France Actualités
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