When foam footwear brand Floafers released in 2019, it found an instantaneous audience among outdoor enthusiasts wearing them in the dock to the boardwalk. Then again, the company saw sales spiked during the pandemic as the light and portable mocs resonated among consumers thus to their versatility and comfort characteristics.

“The EVA mocs have a great number of applications that [consumers"> don’t understand until they get them, ” said Larry Paparo, us president. “It had been an outdoors shoe for vacation, but now they’re going from the front yard to the back yard, or simply being left in front door. They’re very lounge-like, a thing people have gravitated towards. ”
According to Paparo, for that first six months belonging to the year, the brand tripled its business with the whole of 2019, with the bulk of sales generated through its e-commerce web site. The company, he spotted, quickly shifted the target to online sales immediately after finding itself with excess inventory because of warehouse closures and last minute cancellations of wholesale purchases.

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”We must pivot, ” said Paparo, about the unexpected shift in gross sales to direct-to-consumer, which allows the brand to share with its full story online which includes selling points for example the antimicrobial properties of the closed-cell foam material, a feature with which has resonated with consumers during the pandemic.

As consumers increasingly took on online shopping during the particular pandemic, management decided to seize as soon as and pump up its social media presence through ads in Facebook, Instagram and Pinterest, as well as connecting to consumers as a result of email.

So far this season, the company has increased its advertising spend 10-fold around 2019, according to Daniel Rubertone, COO, containing yielded a similar come back in sales. Added Paparo, “We’re improving our spending. It’s like about to the black jack table and also you keep rolling. ”
Social media has allowed the brand to placed a wide net in relation to connecting with its central customer base of grown ups aged 24 to 44 years old, rounded out with a new growing kids’ business. “What we’ve seen will be broader audience, ” explained Rubertone. “Our demographic is the boat owner, yoga trainer, or mommy and my home [audience">. ”

While the business continues to generate sturdy online sales, it’s committed to developing its network of wholesale accounts which includes DSW and Off Broadway as well as outdoor specialty stores, sea shops and independent shoe stores, noting current sell-throughs of 20% to 25% weekly. Some independents, noted Paparo, having been reordering 200 pairs per week.
“Our direct-to-consumer business has taken over most sales this year, but we expect it to stablize over the next 12 months as retail opens in place, ” said Paparo. “[Wholesale business"> has shown good traction right now, so our goal could be to continue to grow with retailers. ”

Although Floafers incorporates a focused assortment of styles built around a basic moc, it continues to make multiple pair purchases expected the wide offering involving colors and patterns. Its hero shoes add the men’s Country Club Drivers, the women’s Posh Driver along with the kids’ Prodigy Driver.

Moving into spring ’21, the offering are going to be expanded to include a loafer silhouette that has a bolder sneaker bottom, together with its core moc designs in additional patterns plus colors. The children’s size range shall be also expanded to included toddler in addition to youth sizes.

“We’ve modernized the particular foam space, ” said Paparo, about the popularity with the brand, which found per se entering an already congested category. “Floafers are shaped and feel being a real shoe with swing movement and toe spring. We have rubber pods on the underside making the shoes more more durable, compared to [others"> in the space with uppers and bottoms manufactured from the same foam content. The pods also end stress and shock [underfoot"> out of [being distributed">, allowing the foam to bounce backside when it hits the particular rubber. And, pods give traction and support. ”

Wanting ahead, Paparo said, “We have another shipment arriving this specific week, and we’re nonetheless chasing [business">. We’re not sure the location where the plateau is at this point. There are warm climates upon country and people are [continuing"> to internet business. ” All of these variables, he said, help fuel the Floafers’ spice.
https://www.benefit-shoes.com/Toddler-shoes-pl8883964.html

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