New categories and new markets. These have been two of Hoff’s growth bases in 2022. Fran Marchena launched this firm of sneakers in 2016 together with Luis Miguel Botella and today his goal is to exceed fifty million euros in sales in 2022. In January 2021, Marchena bought the shares of Botella, remaining at the head of the company with the intention of leading its growth in the coming years. The roadmap to achieve this objective is to grow at the retail level and accelerate its growth in the US market, where it has just created the Hoff USA subsidiary.
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The expansion will be carried out hand in hand with a purchasing center. In addition, at the international level, in 2023 Hoff also plans to open its first stores outside the Spanish market, in cities like Antwerp, London and Lisbon, where it is already looking for premises, and look for franchisees to land in countries like Colombia, Ecuador , Israel and Saudi Arabia. Hoff has also landed in Mexico in the last year with the opening of its first store in the country at the hands of the El Palacio de Hierro department store group. In Spain, the company has opened stores in the last year in one of the main commercial hubs of Barcelona, Rambla Catalunya; in Bilbao, on Rodríguez Arias street, and in Valencia, on Jorge Juan street.
Besides, the company prepares new openings in Oviedo, Madrid, Zaragoza and Malaga. Diversification has also been part of Marchena’s strategy to underpin Hoff’s growth. In 2022, the company has launched a collection of leather bags and, by 2023, it is preparing to launch its first permanent collection of sandals.
Another of the bases of the company’s growth has been the strengthening of its management team. Hoff has strengthened his leadership in the last year with the incorporation of Claudia Cañas, from Pronovias, as marketing director, and Paco Valiente, until then head of marketing for Media Markt in the Iberian Peninsula, as digital director. Before giving life to the company of sneakersFran Marchena worked for eight years at Banco Santander, where he was responsible for the main office in Benidorm and responsible for transformation in the Valencian Community.