January 29, 2023


Best Technology Perfection

Anothersole creates the perfect flats

Anothersole, a footwear model started by Benny Chee and Phoebe Charn in 2016, has promptly made a identify for alone in Singapore.

The two entrepreneurs, both equally age 50, initial achieved at church and have been business enterprise partners given that 2000.

Right after Benny accomplished his National Services, he entered the insurance policy marketplace with the goal of saving up for his university charges. But soon after venturing into setting up his have small business, he in the long run decided not to pursue his experiments.

Benny, with a background in engineering, and Phoebe, with a qualifications in vogue, have considerable knowledge of the footwear marketplace. Moreover Anothersole, they manage an additional business enterprise, which models and materials footwear to chain retailers globally due to the fact 2003.

The thought for Anothersole was sparked by the have to have for snug sneakers that had been also trendy. Quite a few ease and comfort shoes on the sector go through from very poor aesthetics, and the founders set out to problem them selves to produce the best flats that incorporate sports technological innovation and leather craftsmanship.

These footwear had to be perfect for journey and day by day commute, however provide adequate support. It was not effortless, but they succeeded in generating the excellent shoe that strikes a equilibrium concerning quality and consolation.

Developing the fantastic pair of shoes

The R&D course of action at Anothersole is arduous. They occur up with numerous layout iterations pre-output and are able to produce quite a few different versions of just one construction.

Our At any time lace-up flats are released weekly with minimal editions and we have up to 150 colours of the a person style. Lots of of the constrained releases are created in little batches and we do not deliver them again soon after they operate out.

– Benny Chee, co-founder of Anothersole

anothersole flats
Picture Credit score: Anothersole

They offer a selection of very best-marketing common flats with pebbled textures and higher durability, as nicely as its buttery-comfortable Lucie manufactured with Argentinean leather-based. Its Paloma shoes are also well-liked, featuring luxury leather-based from Spain with soles that match the leather colours.

Benny added that they will shortly announce a minimal series of footwear built with quality leather used by a luxurious manufacturer.

anothersole shoes bag
Graphic Credit rating: Anothersole

Further than its legendary flats, Anothersole has expanded its products line to include sneakers and luggage for women of all ages, as properly as sneakers for adult males.

This decision was pushed by client desire, as many of their prospects very own far more than 10 pairs of Anothersole — the highest history remaining additional than 40 pairs.

“We have loyal customers clamouring for new models and we listened. We introduced the men’s [line] mainly because it is the females who are asking for it. They explain to us their companions are complaining they do not get to encounter what Anothersole shoes sense like,” explained Benny.

Pivoting from a footwear investing arm

1 of the biggest struggles that Anothersole confronted in the early times was developing a scalable brand name that was each monetarily practical and sustainable.

We started off Anothersole when our footwear trading arm was at chance because purchasers were likely straight to the factories rather. We experienced to pivot or confront business failure. A good deal was at stake to make Anothersole perform.

– Benny Chee, co-founder of Anothersole

With no external funding (it was thoroughly self-funded by its sister company), Anothersole kept its costs lower by running leanly all through its to start with year. With no good business, they held weekly conferences in McDonald’s for close to a yr.

The crew under no circumstances once complained. Absolutely everyone was dedicated to making Anothersole successful, and until right now, Benny remains grateful in direction of individuals who have sacrificed and labored hard for the manufacturer.

Its strategy for boosting brand name recognition, notably in the early days, was centred close to building have confidence in with their buyers.

They targeted on speaking authentically and constantly, though actively partaking with its prospects. By carrying out so, they were being equipped to grow its Instagram pursuing to around 50,000.

In addition to marketing on line and in office outlets, Anothersole held frequent pop-ups and roadshows every single other month to hook up with clients and acquire new types. While it was challenging, it furnished important organization insights.

anothersole outlet singapore
Interior of Anothersole outlet / Impression Credit rating: Anothersole

In Oct 2018, Anothersole opened its 1st bodily store in Funan. This go was brought on by the company’s motivation to be nearer to its buyers and offer them a lot more handy shopping possibilities.

The omni-channel strategy was a accomplishment and the enterprise went on to open up pop-up stores in a variety of malls across Singapore, which include Fantastic Entire world, Westgate, and PLQ Shopping mall. This helped them to obtain precious insights into their client demographics and led to the enlargement of their latest 10 retail details islandwide.

Business enterprise with a heart

anothersole #buy1feed1
#Get1Feed1 / Impression Credit score: Anothersole

Benny stated that Anothersole is at present economically independent and worthwhile, but their ultimate objective is guided by its objective to make a difference.

Anothersole is identified for its #Purchase1Feed1 initiative, wherever 10 for every cent of its gains are donated to provide kids in need all-around the world and to assist produce a much more sustainable upcoming.

This is aspect of the company’s “Make Good, Do Good” philosophy, which is focused on developing large-quality products and solutions although also producing a optimistic impact on the earth. Benny believes that by deciding upon the place to devote revenue as consumers and brands, we can collectively effect change and unlock means for individuals in have to have.

Individuals, models and governments can collectively influence transform. The place we pick out to commit our monies as customers and a brand name can have a downstream good effect. This is quite strong. Think about if all firms are united in this, what assets can we unlock from it?

– Benny Chee, co-founder of Anothersole

Grew additional than 400% even with COVID-19

benny chee anothersole founder
Benny Chee, co-founder of Anothersole / Impression Credit: PayPal

When the COVID-19 pandemic strike in early 2020, it introduced about unparalleled difficulties for enterprises all around the planet.

Through the to start with two yrs of Covid with all the disruptions, it brought unprecedented difficulties, from provide chain lockdowns to retail constraints. Logistics price tag shot by means of the roof, affecting margins and delivery timelines. It was a pretty complicated period for several — stores were preventing landlords and there was a ton of uncertainty and concern.

– Benny Chee, co-founder of Anothersole

Rather than offering in to the issues, Anothersole chose to target on two items: using care of its personnel and clients.

“With the guidance of the staff, prospects and landlords throughout the dim ages of continuous lockdowns, we went on a route of controlled enlargement, bringing the selection of retail points from a few (pre-Covid) to 10 these days,” Benny said.

He added that they have taken a leap of religion and invested in rolling out new channels across Singapore, as they determined possibilities in the industry with quality house freed up as several abroad brands exited the current market.

In accordance to Benny, their acquisition force into the United states of america by a direct-to-consumer channel also noticed revenue jump multifolds in the earlier 18 months.

Regardless of the bumpy journey, Anothersole has managed to grow by over 400 per cent above the previous two yrs and expects to accomplish record product sales in the coming calendar year.

Moving forward, Benny reported that they will proceed to run with an “underdog mindset” and goal to expand sustainably.

Anothersole has formidable programs to develop the company into a purposeful and financially rewarding enterprise. They are at this time discovering options to introduce Anothersole to extra marketplaces internationally, with the best purpose of turning out to be a globally recognised model.

Showcased Impression Credit history: PayPal / Anothersole