Anothersole, a sneakers logo based by way of Benny Chee and Phoebe Charn in 2016, has briefly made a reputation for itself in Singapore.

The 2 marketers, each age 50, first met at church and feature been industry companions since 2000.

After Benny finished his Nationwide Provider, he entered the insurance coverage trade with the purpose of saving up for his college charges. However after venturing into beginning his personal industry, he in the long run made up our minds to not pursue his research.

Benny, with a background in engineering, and Phoebe, with a background in style, have intensive wisdom of the sneakers trade. But even so Anothersole, they arrange any other industry, which designs and provides sneakers to chain retail outlets globally since 2003.

The theory for Anothersole used to be sparked by way of the will for comfy sneakers that have been additionally trendy. Many convenience sneakers available on the market be afflicted by deficient aesthetics, and the founders got down to problem themselves to increase the very best apartments that mix sports activities era and leather-based craftsmanship.

Those sneakers needed to be best for go back and forth and day-to-day travel, but supply good enough beef up. It wasn’t simple, however they succeeded in growing the very best shoe that moves a steadiness between high quality and luxury.

Developing the very best pair of trainers

The R&D procedure at Anothersole is rigorous. They get a hold of many design iterations pre-production and are ready to create many various permutations of 1 development.

Our Anytime lace-up apartments are introduced weekly with restricted editions and we’ve as much as 150 colors of the only taste. Lots of the restricted releases are produced in small batches and we don’t carry them again when they run out.

– Benny Chee, co-founder of Anothersole

anothersole flats
Symbol Credit score: Anothersole

They provide quite a few best-selling vintage apartments with pebbled textures and top sturdiness, in addition to its buttery-soft Lucie made with Argentinean leather-based. Its Paloma sneakers also are well-liked, that includes luxurious leather-based from Spain with soles that fit the leather-based colors.

Benny added that they are going to quickly announce a restricted sequence of trainers made with top rate leather-based utilized by a luxurious logo.

anothersole shoes bag
Symbol Credit score: Anothersole

Past its iconic apartments, Anothersole has expanded its product line to incorporate footwear and luggage for ladies, in addition to footwear for males.

This choice used to be pushed by way of buyer call for, as many in their consumers personal greater than 10 pairs of Anothersole — the absolute best document being greater than 40 pairs.

“We’ve got unswerving consumers clamouring for brand new designs and we listened. We introduced the lads’s [line] as a result of it’s the ladies who’re inquiring for it. They let us know their companions are complaining they don’t get to revel in what Anothersole sneakers really feel like,” stated Benny.

Pivoting from a sneakers buying and selling arm

Probably the most greatest struggles that Anothersole confronted within the early days used to be development a scalable logo that used to be each financially viable and sustainable.

We began Anothersole when our sneakers buying and selling arm used to be in danger as a result of patrons have been going at once to the factories as an alternative. We needed to pivot or face industry failure. So much used to be at stake to make Anothersole paintings.

– Benny Chee, co-founder of Anothersole

And not using a exterior investment (it used to be absolutely self-funded by way of its sister corporate), Anothersole saved its prices low by way of running leanly throughout its first yr. And not using a right kind administrative center, they held weekly conferences in McDonald’s for as regards to a yr.

The staff by no means as soon as complained. Everybody used to be devoted to creating Anothersole a hit, and until these days, Benny stays thankful against those that have sacrificed and labored exhausting for the emblem.

Its technique for elevating logo consciousness, in particular within the early days, used to be centred round development consider with their consumers.

They interested in speaking authentically and persistently, whilst actively enticing with its consumers. Via doing so, they have been ready to develop its Instagram following to over 50,000.

Along with promoting on-line and in division retail outlets, Anothersole held common pop-ups and roadshows each and every different month to hook up with consumers and procure new ones. Even though it used to be difficult, it equipped treasured industry insights.

anothersole outlet singapore
Inner of Anothersole outlet / Symbol Credit score: Anothersole

In October 2018, Anothersole opened its first bodily retailer in Funan. This transfer used to be prompted by way of the corporate’s need to be nearer to its consumers and be offering them extra handy buying groceries choices.

The omni-channel means used to be a luck and the corporate went directly to open pop-up retail outlets in quite a lot of department shops throughout Singapore, together with Nice Global, Westgate, and PLQ Mall. This helped them to collect treasured insights into their buyer demographics and ended in the growth in their present 10 retail issues islandwide.

Trade with a middle

anothersole #buy1feed1
#Buy1Feed1 / Symbol Credit score: Anothersole

Benny mentioned that Anothersole is recently financially unbiased and winning, however their final purpose is guided by way of its goal to make a distinction.

Anothersole is understood for its #Buy1Feed1 initiative, the place 10 in line with cent of its earnings are donated to serve kids in want around the globe and to lend a hand create a extra sustainable long run.

This is a part of the corporate’s “Make Excellent, Do Excellent” philosophy, which is interested in growing fine quality merchandise whilst additionally making a favorable have an effect on at the global. Benny believes that by way of opting for the place to spend cash as customers and types, we will jointly impact exchange and release assets for the ones in want.

Shoppers, manufacturers and governments can jointly impact exchange. The place we make a choice to spend our monies as customers and a logo will have a downstream certain have an effect on. That is very tough. Believe if all corporations are united on this, what assets are we able to release from it?

– Benny Chee, co-founder of Anothersole

Grew greater than 400% regardless of COVID-19

benny chee anothersole founder
Benny Chee, co-founder of Anothersole / Symbol Credit score: PayPal

When the COVID-19 pandemic hit in early 2020, it caused exceptional demanding situations for companies in every single place the arena.

All the way through the primary two years of Covid with all of the disruptions, it introduced exceptional demanding situations, from provide chain lockdowns to retail restrictions. Logistics price shot throughout the roof, affecting margins and supply timelines. It used to be an excessively tough duration for plenty of — shops have been combating landlords and there used to be a large number of uncertainty and concern.

– Benny Chee, co-founder of Anothersole

Quite than giving in to the demanding situations, Anothersole selected to concentrate on two issues: caring for its staff and consumers.

“With the beef up of the staff, consumers and landlords throughout the darkish ages of continuous lockdowns, we went on a trail of managed enlargement, bringing the collection of retail issues from 3 (pre-Covid) to ten these days,” Benny stated.

He added that they’ve taken a jump of religion and invested in rolling out new channels throughout Singapore, as they known alternatives out there with top rate house freed up as many in another country manufacturers exited the marketplace.

In line with Benny, their acquisition push into the United States via a direct-to-consumer channel additionally noticed income bounce multifolds prior to now 18 months.

Regardless of the bumpy adventure, Anothersole has controlled to develop by way of over 400 in line with cent over the last two years and expects to reach document gross sales within the coming yr.

Transferring ahead, Benny stated that they are going to proceed to function with an “underdog mindset” and goal to develop sustainably.

Anothersole has formidable plans to construct the corporate right into a functional and winning endeavor. They’re recently exploring alternatives to introduce Anothersole to extra markets across the world, with without equal purpose of changing into a globally recognised logo.

Featured Symbol Credit score: PayPal / Anothersole