Sneaker brand Hoka, famous for its cushioned running shoes, is opening its first-ever retail locations as it bets on bricks and mortar to help fuel greater growth.
Hoka President Wendy Yang said the shoe maker will open its doors to shoppers at a location on 5th Avenue in the Flatiron neighborhood of New York City and a shop on Melrose Avenue in West Hollywood, California
Hoka’s investments are part of a bigger direct-to-consumer push in the footwear industry, as brands from Nike to New Balance to On Running to Allbirds get closer to their customers. Nike, for example, is pulling out of unsuccessful wholesale channels and spending more to revamp its stores and website. On Running opened its first store in December in the SoHo neighborhood of New York City, widening its distribution beyond the department stores and specialty running shops where customers can find its sneakers.
