Hoff, is a brand of luxury sneakers from Madrid, designed for lovers of fashion and travel.
This firm was born in 2016 with only online sales. In 2020 they opened their first physical store in Madrid, today they have 7 own stores and more than 1,300 points of sale.
The CEO and founder Fran Marchena set his sights on Mexico and last July, he arrived at Palacio de Hierro.
Hoff landed with his Spring Summer 2022 collection called “Wanderlust”. This collection is focused on highlighting the originality of the shoe, which is to show the colors in its silhouette as a reference to the places where the shoe is inspired.
The shoes take cities, landscapes, or islands as a reference that represent them with colors, fabric or leather textures and the peculiarity of the pairs is that they bring the name of the place from which they are inspired on the sole of the shoe.
In an interview for The Economist Hoff’s founder, Fran Marchena, tells how the firm came to Mexico. “Our arrival in Mexico has to do with an ambitious expansion plan, especially outside the Spanish borders, in which we plan to open our first international stores.”
The brand’s first store outside of Spain was in Paris by the French lifestyle store chain, Printemps, with which they made the brand presentation last April.
This Spanish brand chose to leave Madrid to plant its store in Paris and continue with Mexico. Its expansion has been achieved by its strategy of presenting the product in lifestyle and luxury stores, key stores that have regular consumers of fashion and art.
“One of our great followers is Juan Carlos Escribano -director of El Palacio de Hierro-, for two years and our relationship with him has been a great starting point to reach Mexico with a new POP UP through the best partner in the country”. Marchena said.
They are currently present in Mexico, Peru, Chile, Colombia and Uruguay in America with retailers such as Palacio de Hierro, Falabella and Magma.
Fran Marchena commented that for “Wanderlust”, HOFF has chosen the island of Lanzarote, located in the Atlantic Ocean, and that is characterized by the diversity of blue, green, brown and sand tones that are reflected in the sneakers.
Hoff has gained ground in the fashion sports footwear industry for being one of the brands that join social causes. In 2021 they raised 8,000 euros for coronavirus vaccine research. They also made a monetary donation to the Spanish Association Against Cancer and they equipped the volunteer medical students at the Hospital de La Paz in Madrid with their sports shoes.
This footwear is made with textiles in which hair, velvet or corduroy stand out.
And in the leathers, they only work with those that have the Leather Working Group (LWG) certificate, which guarantees that the leather used has been tanned with sustainable practices in which the use of renewable energies and technologies that reduce water consumption stand out. .
They use recycled materials and are focused on the care and reduction in the use of toxic chemicals for their elaboration.
This luxury sports footwear firm is classified as “ready to wear” fashion, which means that, between its expansion process and the way of consuming fashion in Latin America, it has been well suited to the Mexican market and its way to consume. Hoff since its inception (year 2016 to date 2022) has sold 600,000 pairs in 70 countries.
They currently have 6 stores located only in Spain (Barcelona, Madrid, Seville, Bilbao, Mallorca and Valencia), and their presence in Paris and Mexico in lifestyle stores.
The objective as a new luxury fashion brand is full expansion in different countries, ending 2022 with 15 of its own stores in Spain, the first 5 international stores and reaching a total of 200 employees to supply the demand for sports shoes that arise.
“Today, at HOFF we are 140 people working. We started out as a digital brand that at the end of 2021 only had 45 employees and now we have a strategic business plan underway with special attention to the organization chart.
This brand expansion model seeks the loyalty of customers around the world, as well as keeping them attentive to launches, since each collection they release will always tell a story, as well as describe some corner of the planet through these sneakers. .
