Buy FitFlops, help women
In 2007, FitFlop made its debut along with the biomechanically engineered and comfortable Walkstar sandals.
Founder Marcia Kilgore together with biomechanists Dr Dave Cook and Dr Darren James of London South Bank University developed the Walkstar as a big step in integrating wellness into walking.
The patented seamless triple-density Microwobbleboard technology ensures a well-supported heel strike, with a high underfoot contact mid-step and a medium density push off platform in the front of the sole so it propels the walker forward and brings a feeling of natural movement helping the body move as intended.
A new collection maintains the classic silhouette and sporty aesthetic with striped webbing straps, available in original red, bronze, rose gold, navy and black. In addition, a capsule collection in leather has also been launched for summer 2021.
How Marcia Kilgore s Beauty Pie is disrupting cosmetics
Profile: Will the serial entrepreneur s canny subscriptions model and proven business magic win over initially sceptical consumers?
by Sirin Kale
Marcia Kilgore is a shark; she has to keep swimming, or she drowns. The 52-year-old serial entrepreneur founded Bliss Spa, an upscale New York spa chain widely credited with kickstarting the 90s spa boom, in 1993; the affordable bath and body care line Soap & Glory in 2006; FitFlop, a range of toning footwear, in 2007; and Soaper Duper, a vegan bath and body products label, in 2016. Kilgore is a wealthy woman - Bliss was acquired by LVMH for $25 million in 2004, while Soap and Glory was sold to Boots in 2014 for an undisclosed (but probably considerable) sum - yet she keeps creating.
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The pandemic has put growing pressure on brands to find new avenues to both engage with and sell to their consumers. Amidst increasing e-retail partnerships, brands have been required to think about DTC as a channel.
The latest Direct-to-Consumer Purchase Intent Index, published by Diffusion PR, tells us that 43% of American consumers know of a DTC brand, and 69% of those have made at least one purchase from them in the last year. Within this, wellness and beauty is one of the largest categories, at 29%. When we consider that pre-pandemic, around 85% of beauty purchases were made in a physical store, it forces us to think post-pandemic: is the hyper personalised in-store experience still as important in the beauty industry? With the b