Footwear brand Hoka, renowned for its cushioned running shoes, is making a significant move by opening its first-ever retail stores. The company aims to fuel greater growth for its parent company, Deckers, through this expansion into brick-and-mortar locations. Hoka President Wendy Yang announced that the brand would open its doors to shoppers at two prime locations: 5th Avenue in the Flatiron neighborhood of New York City and Melrose Avenue in West Hollywood, California.

The grand opening of these stores took place on September 1, 2021, marking a new chapter in Hoka’s journey. This expansion is part of a broader direct-to-consumer push in the footwear industry, with brands like Nike, New Balance, On Running, and Allbirds striving to get closer to their customers. Hoka has signed shorter-term leases for both shops but is likely to extend the agreements as they learn more about consumer preferences and decision-making processes.

Hoka’s sales have…