After successfully launching its customizable comfort collection in fall ’12 on its website, Therafit Shoe has expanded into retail stores this spring. Among its immediate partners are high-profile comfort independents Brown’s Shoe Fit in Shenandoah, Iowa; Foot Solutions in Marietta, Ga; and Sole Comfort in Newport Beach, Calif.
According to Moises Egozi, CEO and founder of Miami-based Therafit, the brand organically built a consumer base through online marketing and social media, and by getting its products featured on TV talk shows.
“We first wanted to have a strong story to tell retailers,” said Egozi.
He noted the company used Facebook and Twitter to ask consumers — women aged 40 to 60 — for product feedback.
That insight into colors and materials was then passed on to the company’s design team. “These women are active and super loud,” said Arielle Egozi, director of social media. “They told us what they liked.”
The collection of women’s lifestyle looks is based on a patented Personalized Comfort System that allows the wearer to determine the level of comfort within the shoes. A series of three adapters located within the shock-absorbing wedge outsole can be adjusted to change the shoe’s impact, resistance and cushioning. While the athletic-inspired styles feature a removable cushioned insole with gel padding at the ball of the foot and heel, the sandals are designed with 86 reflexology nodules built into the footbeds, along with a deep heel cup for enhanced arch support.
According to Moises Egozi, the company also reaches out to health and wellness experts for their input when designing new technologies. To date, the firm’s PCS technology has been endorsed by the National Posture Institute and is under review with the American Podiatric Medical Association for its seal of acceptance.
Using the athletic category as a starting point, the line has expanded for spring ’14 to include sandals, with both categories retailing for less than $100. For fall, the company will introduce a series of leather casuals with retail prices starting at $130.
Therafit Shoe also has committed to making the lives of the less fortunate more comfortable. With each purchase, Therafit will donate to a charity partner of a customer’s choice through its One Step Forward Giving Campaign. Proceeds go directly to organizations that focus on medical research, education and environmental issues.