A Brand with Sole
A Japanese wellness footwear brand with a heritage dating back to 1949, Kenkoh’s mission has always been to bring health and wellbeing to people’s daily lives through the simple act of walking. Here, RLI chats with Rola Sullivan, CEO of Kenkoh about the vision of the company and what its next steps are.
Every Kenkoh sandal incorporates their unique reflexology footbed, designed to stimulate circulation, relieve stress and promote balance. Their vision is to become the world’s most trusted wellness footwear brand, helping people everywhere to walk healthier and live better.
The business operates three flagship stores in the UAE, located in Dubai and Abu Dhabi, along with one store in Qatar and one in Oman. These locations are complemented by a global distribution network with retail and wholesale partners across the US, Europe, Asia and the Middle East. In addition, their products are accessible online, through their own e-commerce channels and marketplaces.
Their most recent opening was their concept store in Abu Dhabi’s Marina Mall, which serves as a true showcase of the brand, combining Japanese heritage with their latest product innovations. The store is designed as more than a retail space, it is an immersive wellness experience where customers can try the sandals, learn about reflexology and discover how Kenkoh can become part of their everyday lifestyle. This year, they are also proud to celebrate the 10th anniversary of their flagship store in The Dubai Mall, a landmark destination for both residents and international visitors.
“Our expansion strategy is centred on markets and segments where the benefits of our technology resonate most strongly,” highlights Rola Sullivan, CEO of Kenkoh. “Increasingly, we see growth opportunities with athletes and fitness enthusiasts who are turning to our brand for recovery and performance support, thanks to the unique foot stimulation provided by our reflexology-inspired soles.”
Geographically, India is a particularly exciting market for the business, not only is there tremendous potential due to its size, but customers there already have a deep cultural understanding of acupressure and its wellness benefits, explains Sullivan. Alongside India, they are also targeting expansion in the GCC, Europe and North America, focusing on wholesale and online channels that can help them scale effectively.
Prioritising education and engagement, their retail teams are trained to guide customers through the health benefits of their sandals, whilst their online channels are rich with content that explains the science behind the brand. They also focus on after-sales service, ensuring their customers feel supported long after purchase.
As e-commerce now accounts for a large share of sales, the company has invested significantly in building a seamless shopping experience. Social media has become a key tool in telling the Kenkoh story and engaging with customers, particularly around wellness education. Looking ahead, Sullivan feels AI will help them personalise the customer journey further, whether that is through product recommendation, smarter logistics or customer support.
Going hand-in-hand with Kenkoh’s focus on wellness is sustainability. Just as their footwear supports recovery, circulation and performance for the individual, they believe it is equally important to support the health of the planet.
“We are integrating more eco-conscious materials into our collections, reducing packaging waste and working with partners who share our commitment to responsible manufacturing. Our long-term vision is to create footwear that not only helps people feel and perform better every day, but also contributes positively to a more sustainable future,” Sullivan comments.
In today’s ultra-competitive retail market, Kenkoh stands out by building genuine, life-long relationships with their customers. For many, the products they offer are part of their daily self-care ritual, helping them restore balance in today’s fast-paced and often stressful world. At the same time, they reach new audiences by raising awareness about the hidden impact of poor footwear on overall health.
“Through education, storytelling and partnerships, we highlight how we offer a simple, yet powerful way to prioritise wellness. By combining this message with ongoing product innovation, we are able to both nurture our loyal community and inspire new customers to take their first steps with us.”
Continuing to look to the future with its ethos of ‘small changes can have a big impact’, the company is focused on expanding globally while remaining true to its core values. Much like the wider retail sector, they have faced macroeconomic pressures such as rising costs, supply chain volatility and shifting consumer confidence.
Sullivan reveals the challenge is to manage these realities while upholding the quality and authenticity that define the brand. At the same time, she believes the growing global focus on health and recovery presents an incredible opportunity and that their heritage and product innovation position them strongly to thrive in this challenging arena.
“We are proud to be carrying forward a Japanese wellness legacy that has touched millions of lives and we are excited about the future. As the world increasingly prioritises health, balance and sustainability, we see Kenkoh playing a meaningful role in that journey,” Sullivan concludes.
