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Green said Hoka picked New York\u2019s Fifth Avenue because it attracts both local and international clientele. \u201cIt’s an opportunity for us to really engage with the local community within New York, but also have a cross pollination of so many different consumers from all around the world. There’s no better retail in the U.S. from a footprint perspective than New York City. So to have the opportunity to be in Midtown with the space that we were able to secure to really put the brand front and center in front of the world is pretty amazing.\u201d<\/p>\n
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Green said the goal was to \u201ccreate an environment where people feel welcome \u2014 this is something that’s really important to the brand: feeling like you can step into our organization whether you’re a serious runner, a casual mover, or you’re just interested in lifestyle product, and really feel welcomed by the brand.\u201d<\/p>\n
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The shop will \u201cshowcase the latest and greatest from an innovation perspective,\u201d she said, and the goal is for people to come in and really immerse themselves in the brand and everything it offers, whether that\u2019s road racing, trail running or hiking shoes, or apparel.<\/p>\n
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The space is also designed to become a community gatherring space for local athletes.<\/p>\n
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\u201cNew York is a hotbed for runners, whether you’re in Central Park, Brooklyn or Midtown, so we want to create a space where the running community can come in, not only experience the brand, but also have an opportunity to experience the camaraderie amongst themselves.\u201d<\/p>\n
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She said the lower level was designed as a place where people can socialize, leave their belongings while they go for a run or test product.<\/p>\n
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<\/p>\n <\/p>\n <\/p>\n Although apparel is still a small part of Hoka\u2019s overall business \u2014 less than 10 percent of its $1.8 billion in sales \u2014 Green believes it\u2019s a category with major growth potential. Saying that the store was going to have \u201can absolutely powerful apparel offering. We’re probably more known as a footwear brand, but we will have a full assortment of apparel across both genders that really amplifies the footwear.\u201d While there will be pieces targeted to the more serious performance-oriented consumer, she said Hoka is \u201calso opening the aperture to make sure we serve all individuals who choose to move or choose to just be more casual.\u201d<\/p>\n <\/p>\n <\/p>\n Down the road, she said, apparel is expected to double its penetration to mid-teens, she said. \u201cIt’s something that we know consumers want from us. We\u2019re getting a lot of traction on the apparel through e-comm.\u201d She said Hoka apparel will continue to be positioned in the \u201cmore premium, elevated space,\u201d and \u201cjust 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.\u201d<\/p>\n <\/p>\n <\/p>\n Hoka also operates eight stores in the U.S. including locations in Los Angeles and Chicago and is looking at what Green characterized as \u201ca key city focus\u201d both domestically and internationally for future growth. Hoka just opened its first store in Paris<\/a>, a 1,500-square-foot unit at 35 Boulevard des Capucines in the Op\u00e9ra neighborhood, located \u201cright on the marathon course for the Olympics,\u201d she said, describing the store as “a great opportunity for us to really establish a more permanent footprint in another amazing international city.\u201d<\/p>\n <\/p>\n <\/p>\n She said that while retail will \u201cplay a critical role in terms of our growth trajectory,\u201d she declined to cite a number of stores the company hopes to open.<\/p>\n <\/p>\n <\/p>\n \u201cWe 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 \u2014 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.”<\/p>\n <\/p>\n <\/p>\n![\"Hoka,](\"https:\/\/footwearnews.com\/wp-content\/uploads\/2024\/06\/RETOUCHED_HOKA_5TH-AVE_FLAGSHIP_PARISE_06.05.24_1.jpg?w=1024\")
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