Anothersole creates the proper flats | Acumen Tech

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Anothersole, a shoe model based by Benny Chee and Phoebe Charn in 2016, rapidly 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 aim of saving for faculty. 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 information of the shoe trade. Along with Anothersole, they run one other enterprise, designing and supplying footwear to chain shops world wide since 2003.

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

These footwear needed to be excellent for journey and commuting whereas nonetheless offering the best help. It wasn’t simple, however they managed to create the proper shoe that strikes a stability between high quality and luxury.

Creating the proper pair of footwear

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

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

– Benny Chee, co-founder of Anothersole

Picture Credit score: One other Sole

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

Benny added that they may quickly be asserting a restricted run of footwear 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 girls’s sneakers and luggage, in addition to males’s sneakers.

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

“We’ve got loyal clients clamoring for brand spanking new designs and we hear. We launched the masculine [line] as a result of it’s the girls who’re asking for it. They inform us that their companions complain that they do not expertise how Anothersole footwear really feel,” mentioned Benny.

Pivoting from a shoe enterprise arm

One of many largest 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 totally self-financed by its sister firm), Anothersole stored its prices low by working effectively throughout its first 12 months. With out a correct workplace, they held weekly conferences at McDonald’s for practically a 12 months.

The group by no means complained. They had been all devoted to creating Anothersole profitable, and to at the present time, Benny stays grateful to those that sacrificed and labored onerous for the model.

His technique for rising model consciousness, significantly within the early days, centered on constructing belief together with his clients.

They centered on speaking authentically and constantly, whereas actively participating with their clients. 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 clients and purchase new ones. Though it was difficult, it offered beneficial 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 clients and supply them extra handy buying choices.

The omnichannel method 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 beneficial 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 said that Anothersole is at present financially unbiased and worthwhile, however its final aim is pushed by its objective to make a distinction.

Anothersole is understood for its #Buy1Feed1 initiative, the place 10 % of its earnings are donated to assist youngsters in want world wide 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 constructive influence on the earth. Benny believes that by selecting the place to spend cash as customers and types, we will collectively impact change and unlock assets for individuals who want them.

Customers, manufacturers and governments can collectively impact change. The place we select to spend our cash as customers and a model can have a constructive influence downstream. That is very highly effective. Think about if all corporations 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 world wide.

Throughout 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 way of the roof, affecting margins and supply occasions. It was a really troublesome interval for a lot of: retailers had been preventing homeowners and there was a variety of uncertainty and concern.

– Benny Chee, co-founder of Anothersole

Slightly than give in to challenges, Anothersole selected to deal with two issues: caring for its workers and clients.

“With the help of the group, clients and homeowners throughout the darkish period of fixed lockdowns, we’re on a path of managed growth, bringing the variety of stores from three (earlier than Covid) to 10 right now,” Benny mentioned. .

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

In line with Benny, their acquisition push within the US by way of a direct-to-consumer channel has additionally seen income soar within the final 18 months.

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

Going ahead, Benny mentioned they may proceed to function with an “underdog mindset” and purpose 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 aim of turning into a globally acknowledged model.

Featured Picture Credit score: PayPal / Anothersole


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