HOKA Launches East & West Coast Retail Locations
September 1, 2021
New York City & Los Angeles stores will provide interactive hubs for consumers
GOLETA, Calif. (September 1, 2021) – Today, leading footwear brand HOKA ONE ONE®, a division of Deckers Brands (NYSE: DECK), announces the opening of its first-ever retail locations. The new brick-and-mortar bi-coastal pop-ups will be located in New York City and Los Angeles and each location will double as a hub for all things HOKA, welcoming consumers from all walks of life to experience the brand up close and personal.
“While we’ve had incredible growth and momentum, HOKA still has relatively low awareness. Most consumers know Hoka as a performance running brand, which we are at our core. These two pop-up stores will allow us to show the full breadth of our line, footwear and apparel,” said Norma Delaney, VP of global brand marketing at HOKA ONE ONE. “These spaces will also allow us to host events and offer programming to welcome consumers into the HOKA brand. We know that post-COVID, consumers crave in-person experiences. Our focus is in developing gathering spaces for our communities that can add value by helping people connect with our brand ambassadors, elite athletes, product experts and each other.”
HOKA has engaged its base via direct-to-consumer as well as having an intense focus on the specialty run market. After a 95% increase in net sales that grew to $213.1 million in the quarter ending June 30, an extension into dedicated retail space is an important next step for both sales and branding purposes.
The stores are the official introduction of the first 360-degree HOKA retail experience. Inviting total immersion, the pop-ups boast secure 3D foot scanning devices by Volumental, providing unparalleled insight into fit and comfort while intuitively suggesting individual styles. The experience is complete with smart lockers, enabling customers to start the day for a run or enjoy the store hands-free. Customers will also be able to purchase exclusive apparel, which has only been available on www.hokaoneone.com until now, in-person. Additional experiential programming will translate the look, feel, and culture of HOKA like never before.
The pop-ups will incite a two-way conversation with customers, maximizing the opportunity to interact with the product, learn about it in a physical setting, and ultimately embrace its benefits before purchase.
The New York City pop-up is located in the Flatiron district at 142 Fifth Ave, while the Los Angeles store is located at 8551 Melrose Ave. in West Hollywood.
The NYC location will be open daily from 11 a.m. ET – 6 p.m. ET, and the L.A. door will be open Monday through Saturday from 10 a.m. PT – 7 p.m. PT. Both locations will be open through December 2021.
About HOKA ONE ONE®: HOKA ONE ONE® is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the Earth. For more information, visit hokaoneone.com or follow @hokaoneone. #TimeToFly