BRAND Q&A
Christmas season was exceptionally busy, benefiting from the tourist appeal of London across the festive season. The influx of visitors contributed to heightened activity and engagement. However, challenges emerged post-Christmas
as tube strikes and other issues led to a reduction in footfall. Despite these setbacks, the store adapted to the evolving circumstances, maintaining a focus on delivering an exceptional customer experience.
Q: Do you have any plans to open further stores elsewhere in the UK? A: At present, we do not have plans to open additional Joya stores, as the flagship London store was strategically established to enhance brand awareness in the capital. Instead, our focus is on expanding our
presence in select areas across the UK through partnerships with new retail collaborators. This strategic approach allows us to leverage the strengths of local expertise and provide customers with broader accessibility to Joya Shoes.
‘WE LOOK FORWARD TO EVEN GREATER ACHIEVEMENTS IN 2024’
Showcasing its latest ranges at the upcoming Footwear Today Live and London Shoe Show events, Joya is starting the new year with a bang, and the UK team says it’s looking forward to getting these new products into retail stores!
Q: What’s new at Joya? A: First and foremost, we are delighted to announce the grand opening of our new flagship store in Mayfair, London. This marks a pivotal moment for Joya, as we continue to expand our brand awareness. In addition to this, we are eager to showcase our latest FW24 collection at
the upcoming Footwear Today Live and London Shoe Show Live events! The FW24 collection represents a harmonious blend of cutting-edge design and advanced comfort technology.
Q: How are things at the new London store? A: Though initially challenged by a four-month delay caused by London planning consents affecting aspects from shop fascias to installing Wi-Fi, has made significant strides, and we are pleased with the current progress. The store has successfully implemented bookable shoe-fitting appointments, proving to be a success with customers. Despite the delayed opening, the Joya London Store has already garnered repeat customers and specialist referrals, reflecting the positive reception in the city.
Q: How was it there over the Christmas/New Year period? A: The store experienced contrasting dynamics over this period. The pre-
42 • FOOTWEAR TODAY • FEBRUARY 2024
Q: How did 2023 fare for the brand overall? A: Last year proved to be a dynamic and transformative period for Joya. While facing challenges within the retail landscape, marked by the unfortunate closure of over 20 doors due to retailers entering administration, we successfully navigated the ever-shifting industry landscape. In a testament to our resilience and
commitment to growth, Joya proudly opened over 50 new doors during the course of 2023, including London, reinforcing our brand presence in key markets. Among the highlights of 2023 were
several successful product launches, with the standout being the Veloce collection. The reception far exceeded expectations, attesting to the innovative rocker-sole design. We appreciate the continued support of our
customers and partners as we look forward to even greater achievements in 2024.
Q: Tell us about the brand’s plans for 2024? A: We plan to expand our warehouse capacity to meet the rising demand for in-season replenishments, ensuring timely deliveries to our valued retailers. This expansion will also bolster our capabilities in supporting more retailers through drop-shipping services. Building on the success of our new Active Outdoor Sole and Veloce ranges,
we are keen to elevate our brand presence in the outdoor sector. The demand for these products has far exceeded our expectations, and we are excited to promote these at outdoor shows later in the year.
Q: Do you have any new product launches coming soon? A: Building on the resounding success of the Veloce range, we are set to unveil an expanded collection at Footwear Today Live! This new assortment will continue to offer the perfect fusion of innovative design and unparalleled comfort. Furthermore, we are excited to introduce new developments in the Wave
Extra-Wide collection, with the arrival of new boots, complemented by the convenience of zipped sneakers. These additions demonstrate our commitment to providing inclusive and stylish footwear for a diverse range of needs.
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