Looks like they are moving direct-to-consumer with brick and mortar. Good idea?
I had a talk with a CEO of a major endemic brand in the trail running space and we talked about this very question last week…the desire to move to a direct-to-consumer model. His perspective was very interesting. He said, that it is not a minor shift in operations to add DTC…rather, it involves the development of an entirely new division in the company that runs, almost, on a parallel track to the traditional distribution model. He said it is such a major commitment that many brands ultimately decide to shy away from it after consideration. Can Hoka be an exception and make this work?