Anothersole, a footwear model based by Benny Chee and Phoebe Charn in 2016, has shortly made a reputation for itself in Singapore.

The 2 entrepreneurs, each age 50, first met at church and have been enterprise companions since 2000.

After Benny accomplished his Nationwide Service, he entered the insurance coverage trade with the purpose of saving up for his college charges. However after venturing into beginning his personal enterprise, he finally determined to not pursue his research.

Benny, with a background in engineering, and Phoebe, with a background in style, have in depth information of the footwear trade. Moreover Anothersole, they handle one other enterprise, which designs and provides footwear to chain shops globally since 2003.

The thought for Anothersole was sparked by the want for comfy sneakers that have been additionally trendy. Many consolation sneakers on the market undergo from poor aesthetics, and the founders got down to problem themselves to develop the perfect flats that mix sports activities know-how and leather-based craftsmanship.

These sneakers needed to be perfect for journey and every day commute, but present ample assist. It wasn’t straightforward, however they succeeded in creating the perfect shoe that strikes a stability between high quality and luxury.

Creating the perfect pair of sneakers

The R&D course of at Anothersole is rigorous. They provide you with many design iterations pre-production and are capable of create many various variations of 1 building.

Our Anytime lace-up flats are launched weekly with restricted editions and we now have as much as 150 colors of the one model. Lots of the restricted releases are produced in small batches and we don’t carry them again after they run out.

– Benny Chee, co-founder of Anothersole

They provide quite a lot of best-selling basic flats with pebbled textures and excessive sturdiness, in addition to its buttery-soft Lucie made with Argentinean leather-based. Its Paloma sneakers are additionally common, that includes luxurious leather-based from Spain with soles that match the leather-based colors.

Benny added that they’ll quickly announce a restricted collection of sneakers made with premium leather-based utilized by a luxurious model.

Past its iconic flats, Anothersole has expanded its product line to incorporate sneakers and baggage for ladies, in addition to sneakers for males.

This resolution was pushed by buyer demand, as lots of their clients personal greater than 10 pairs of Anothersole — the highest document being greater than 40 pairs.

“We’ve loyal clients clamouring for brand new designs and we listened. We launched the males’s [line] as a result of it’s the ladies who’re asking for it. They inform us their companions are complaining they don’t get to expertise what Anothersole sneakers really feel like,” stated Benny.

Pivoting from a footwear buying and selling arm

Considered one of the greatest struggles that Anothersole confronted in the early days was constructing a scalable model that was each financially viable and sustainable.

We began Anothersole when our footwear buying and selling arm was in danger as a result of patrons have been going on to the factories as a substitute. We needed to pivot or face enterprise failure. Loads was at stake to make Anothersole work.

– Benny Chee, co-founder of Anothersole

With no exterior funding (it was totally self-funded by its sister firm), Anothersole stored its prices low by working leanly throughout its first yr. With no correct workplace, they held weekly conferences in McDonald’s for near a yr.

The staff by no means as soon as complained. Everybody was devoted to creating Anothersole profitable, and until at present, Benny stays grateful in the direction of those that have sacrificed and labored arduous for the model.

Its technique for elevating model consciousness, notably in the early days, was centred round constructing belief with their clients.

They centered on speaking authentically and constantly, whereas actively partaking with its clients. By doing so, they have been capable of develop its Instagram following to over 50,000.

Along with promoting on-line and in department shops, Anothersole held frequent pop-ups and roadshows each different month to attach with clients and purchase new ones. Though it was difficult, it supplied worthwhile enterprise insights.

In October 2018, Anothersole opened its first bodily retailer in Funan. This transfer was triggered by the firm’s want to be nearer to its clients and provide them extra handy purchasing choices.

The omni-channel strategy was a hit and the firm went on to open pop-up shops in varied malls throughout Singapore, together with Nice World, Westgate, and PLQ Mall. This helped them to collect worthwhile insights into their buyer demographics and led to the enlargement of their present 10 retail factors islandwide.

Enterprise with a coronary heart

Benny acknowledged that Anothersole is at present financially unbiased and worthwhile, however their final purpose is guided by its goal to make a distinction.

Anothersole is understood for its #Buy1Feed1 initiative, the place 10 per cent of its income are donated to serve kids in want round the world and to assist create a extra sustainable future.

That is a part of the firm’s “Make Good, Do Good” philosophy, which is targeted on creating high-quality merchandise whereas additionally making a constructive impression on the world. Benny believes that by selecting the place to spend cash as shoppers and types, we are able to collectively impact change and unlock sources for these in want.

Shoppers, manufacturers and governments can collectively impact change. The place we select to spend our monies as shoppers and a model can have a downstream constructive impression. That is very highly effective. Think about if all firms are united on this, what sources can we unlock from it?

– Benny Chee, co-founder of Anothersole

Grew greater than 400% regardless of COVID-19

When the COVID-19 pandemic hit in early 2020, it led to unprecedented challenges for companies throughout the world.

Throughout the first two years of Covid with all the disruptions, it introduced unprecedented challenges, from provide chain lockdowns to retail restrictions. Logistics value shot by the roof, affecting margins and supply timelines. It was a really tough interval for a lot of — retailers have been preventing landlords and there was a variety of uncertainty and concern.

– Benny Chee, co-founder of Anothersole

Somewhat than giving in to the challenges, Anothersole selected to concentrate on two issues: taking good care of its workers and clients.

“With the assist of the staff, clients and landlords throughout the darkish ages of fixed lockdowns, we went on a path of managed enlargement, bringing the variety of retail factors from three (pre-Covid) to 10 at present,” Benny stated.

He added that they’ve taken a leap of religion and invested in rolling out new channels throughout Singapore, as they recognized alternatives in the market with premium house freed up as many abroad manufacturers exited the market.

In line with Benny, their acquisition push into the USA by a direct-to-consumer channel additionally noticed income soar multifolds in the previous 18 months.

Regardless of the bumpy journey, Anothersole has managed to develop by over 400 per cent over the previous two years and expects to realize document gross sales in the coming yr.

Shifting ahead, Benny stated that they’ll proceed to function with an “underdog mindset” and intention to develop sustainably.

Anothersole has formidable plans to construct the firm right into a purposeful and worthwhile enterprise. They’re at present exploring alternatives to introduce Anothersole to extra markets internationally, with the final purpose of changing into a globally recognised model.

Featured Picture Credit score: PayPal / Anothersole