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BRAND PROFILE


Cheryl Taylor, Editor, talks to Lee Patten, Sales Director of Joya UK.


What’s the story behind the brand? Joya was founded in Switzerland in 2006. They are sold in 30 countries with the UK and US opening new areas in 2016. Joya - the world's softest shoe! Patented Joya technology gives you a comfortable, unique feeling as you walk. Golden Concept has the licence for the UK and Ireland and the first stocks will be available at the end of July. They will be stocking the shoes in a UK warehouse with in season replenishment available and invoiced in Sterling.


Is there a brand philosophy? Joya's aim is to improve the market position of a shoe which sets new standards in the comfort shoe segment when it comes to walking sensation and health benefits for the human body. They want to become the leading shoe specialist in the comfort sector.


What sets this brand apart from the rest? Joya - The World's softest shoe! Joya makes walking so comfortable and absorbs impacts so well that it can have a beneficial effect on your feet, back and joints. Joya shoes provide a comfortable walking feeling and support the natural and active way of walking. Joya has been certified and recommended by the German AGR society who campaign for


About Joya shoes:


· Joya - the world's softest shoe! Patented Joya technology gives you a comfortable, unique feeling as you walk


· All Joya shoes are AGR certified. AGR is a globally recognised German back institution who campaign for healthier backs


· Joya shoes now sold in 28 countries in 2016, UK & USA added this year


· Joya UK launched in July


· Germany's No.1 Functional Footwear Brand · Shoes will be stocked in a UK warehouse · In season replenishment available · Slat wall display and good POS · Local marketing · Invoiced in Sterling


healthier backs. The strict testing criteria and the composition of the committee with designated medical experts means the AGR seal of approval is well accepted in the medical world. Joya were Germany's No.1 Functional Footwear Brand of the year


Where is the brand assembled/manufactured? The brand is designed in Switzerland and manufactured in Korea and Turkey. The Joya patented sole technology is manufactured in the Joya sole factory in Korea.


Who is the agent? Golden concept Ltd have the license for the Joya brand in the UK and Ireland.


How is the brand marketed? We are launching in the UK in July in over 40 retail partners which we are really pleased with. We are advertising in published magazines such as Footwear today and other shoe specialist magazines along with local marketing with our retail partners and running event days.


Contact:


Lee Patten, Sales Director, Joya Shoes UK. Email: lee@goldenconcept.co.uk www.joyashoes.co.uk


Amalfi-II - Dark-Silver 10 • MODA SUPPLEMENT • AUGUST 2016


Bali - Cherry


Fisherman - Desert


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