Anothersole creates the right flats | Rank Tech

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Anothersole, a shoe model based by Benny Chee and Phoebe Charn in 2016, shortly made a reputation for itself in Singapore.

The 2 businessmen, each of their 50s, met at church and have been enterprise companions since 2000.

After Benny accomplished his Nationwide Service, he entered the insurance coverage trade with the objective of saving for school. However after venturing out to start out his personal enterprise, he in the end determined to not proceed his research.

Benny, with an engineering background, and Phoebe, with a style background, have intensive data of the shoe trade. Along with Anothersole, they run one other enterprise, designing and supplying footwear to chain shops all over the world since 2003.

The concept for Anothersole got here from the necessity for snug sneakers that had been additionally trendy. Many snug sneakers in the marketplace have poor aesthetics, and the founders got down to problem themselves to develop the right flats that mix sports activities know-how and leather-based craftsmanship.

These sneakers needed to be good for journey and commuting whereas nonetheless offering the correct assist. It wasn’t straightforward, however they managed to create the right shoe that strikes a steadiness between high quality and luxury.

Creating the right pair of sneakers

The R&D course of at Anothersole is rigorous. They give you many design iterations earlier than manufacturing and may create many various variations of a construct.

Our Anytime lace-up flats are launched weekly with restricted editions and we’ve as much as 150 colours of 1 type. Lots of the restricted releases are produced in small batches and we don’t take them again as soon as they’re bought out.

– Benny Chee, co-founder of Anothersole

Picture Credit score: One other Sole

They provide quite a lot of best-selling basic flats with stony textures and excessive sturdiness, in addition to their buttery-smooth Lucie made with Argentinian leather-based. His Paloma sneakers are additionally fashionable, that includes luxurious leather-based from Spain with soles that match the colours of the leather-based.

Benny added that they’ll quickly be asserting a restricted run of sneakers made with premium leather-based utilized by a luxurious model.

other sole shoe bag
Picture Credit score: One other Sole

Past its iconic flats, Anothersole has expanded its product line to incorporate ladies’s sneakers and luggage, in addition to males’s sneakers.

This resolution was pushed by buyer demand, as a lot of their prospects personal greater than 10 pairs of Anothersole; the very best document is over 40 pairs.

“Now we have loyal prospects clamoring for brand spanking new designs and we pay attention. We launched the masculine [line] as a result of it’s the ladies who’re asking for it. They inform us that their companions complain that they do not expertise how Anothersole sneakers really feel,” stated Benny.

Pivoting from a shoe enterprise arm

One of many greatest difficulties Anothersole confronted within the early days was constructing a scalable model that was financially viable and sustainable.

We began Anothersole when our shoe enterprise arm was in danger as a result of consumers had been going on to the factories. We needed to pivot or face enterprise failure. The stakes had been excessive for Anothersole to work.

– Benny Chee, co-founder of Anothersole

With no exterior funding (it was completely self-financed by its sister firm), Anothersole stored its prices low by working effectively throughout its first 12 months. And not using a correct workplace, they held weekly conferences at McDonald’s for practically a 12 months.

The workforce by no means complained. They had been all devoted to creating Anothersole profitable, and to this present day, Benny stays grateful to those that sacrificed and labored exhausting for the model.

His technique for growing model consciousness, significantly within the early days, centered on constructing belief along with his prospects.

They centered on speaking authentically and constantly, whereas actively partaking with their prospects. By doing so, they had been capable of enhance their Instagram following to over 50,000.

Along with promoting on-line and in shops, Anothersole held frequent pop-ups and roadshows each different month to attach with prospects and purchase new ones. Though it was difficult, it offered worthwhile perception into the enterprise.

outlet anothersole singapore
Anothersole outlet inside / Picture Credit score: Anothersole

In October 2018, Anothersole opened its first bodily retailer in Funan. This transfer was motivated by the corporate’s need to be nearer to its prospects and provide them extra handy buying choices.

The omnichannel strategy was a hit, and the corporate opened pop-up shops in a number of malls in Singapore, together with Nice World, Westgate, and PLQ Mall. This helped them collect worthwhile insights into their buyer demographics and led to the growth of their 10-store outlet. present retailers all through the island.

enterprise with coronary heart

another sole #compra1feed1
#Buy1Feed1 / Picture Credit score: Anothersole

Benny acknowledged that Anothersole is at present financially impartial and worthwhile, however its final objective is pushed by its objective to make a distinction.

Anothersole is understood for its #Buy1Feed1 initiative, the place 10 % of its income are donated to assist youngsters in want all over the world and to assist create a extra sustainable future.

That is a part of the corporate’s “Make Good, Do Good” philosophy, which focuses on creating high-quality merchandise whereas making a optimistic affect on the planet. Benny believes that by selecting the place to spend cash as customers and types, we are able to collectively impact change and unlock assets for many who want them.

Shoppers, manufacturers and governments can collectively impact change. The place we select to spend our cash as customers and a model can have a optimistic affect downstream. That is very highly effective. Think about if all firms are united on this, what assets can we unlock from it?

– Benny Chee, co-founder of Anothersole

It grew greater than 400% regardless of COVID-19

benny chee another unique founder
Benny Chee, co-founder of Anothersole / Picture Credit score: PayPal

When the COVID-19 pandemic hit in early 2020, it introduced unprecedented challenges for companies all over the world.

In the course of the first two years of Covid with all of the disruptions, it introduced unprecedented challenges, from provide chain lockdowns to retail restrictions. The price of logistics shot by the roof, affecting margins and supply occasions. It was a really tough interval for a lot of: retailers had been combating homeowners and there was a whole lot of uncertainty and worry.

– Benny Chee, co-founder of Anothersole

Quite than give in to challenges, Anothersole selected to give attention to two issues: caring for its staff and prospects.

“With the assist of the workforce, prospects and homeowners through the darkish period of fixed lockdowns, we’re on a path of managed growth, bringing the variety of shops from three (earlier than Covid) to 10 as we speak,” Benny stated. .

He added that they took a leap of religion and invested in rolling out new channels in Singapore as they recognized alternatives available in the market with premium house freed up as many overseas manufacturers exited the market.

Based on Benny, their acquisition push within the US by a direct-to-consumer channel has additionally seen income soar within the final 18 months.

Regardless of the bumpy experience, Anothersole has managed to develop greater than 400 % prior to now two years and expects to attain document gross sales subsequent 12 months.

Going ahead, Benny stated they’ll proceed to function with an “underdog mindset” and goal to develop sustainably.

Anothersole has bold plans to show the corporate right into a worthwhile and purpose-driven enterprise. They’re at present exploring alternatives to introduce Anothersole to extra markets internationally, with the final word objective of turning into a globally acknowledged model.

Featured Picture Credit score: PayPal / Anothersole


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