How the New Site Shoeologynyc Is Targeting 20-Something Shoppers

When accountant Adam Granat decided to switch careers and step into the men’s shoe business with the launch of Shoeologynyc.com, a direct-to-consumer website, he knew he was entering crowded waters. So, he decided to hone in on an underserved market of trend-driven product at under $100 targeting 20- and-30-somethings.

“Sitting behind a desk wasn’t my cup of tea,” said 27-year-old Granat, who has an MBA. “I’ve always had a passion for shoes and the [concept] seemed to have great possibilities.”

Granat grew up in the footwear industry. His father, Steve Granat, an industry veteran with a background in the men’s category, helped spark his interest in the business.

The website, which launched this month, features a collection of boots, sneakers and casuals with an urban vibe, and is produced exclusively in Portugal. “[The region] is a major hub for shoemaking and known for its quality and reliability,” said Granat, who works directly with factories on design.

Shoeology chukka
Wooster chukka boot from Shoeologynyc.com.
CREDIT: Courtesy of brand.

According to Granat, new styles will be introduced on an ongoing basis rather than seasonally, with design to production taking just four-and-a-half months. “This allows me to stay closer to the trends,” he said about speed to market.

Granat is also taking the risk out of trying a new label by offering free shipping both ways within the continental U.S. “I want consumers to touch the product, so there’s no risk in ordering,” he said.

Shoeology Crosby
Crosby lace-up boot with cap toe from Shoeologynyc.com.
CREDIT: Courtesy of brand.

To acquaint consumers with the brand, the company is engaged in social media as well as a launching a digital marketing campaign.

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