The supremely comfortable footwear brand, SoftScience™, founded by two of the footwear industry’s most experienced executives, Scott Seamans, a Crocs® founder and chief designer, and John Duerden, former president and COO of Reebok®, and a former CEO at Crocs, announces the opening of their very first retail locations – in three Florida malls this month. SoftScience offers a unique product, with a growing fan base eager to try the shoes on in person.
“We saw incredible success at this year’s Miami Boat Show,” said SoftScience CEO and president, John Duerden. “We witnessed the enthusiasm when people put the shoes on. There isn’t a shoe like ours on the market today – they allow the foot to lie flat and relax, and the uniquely cushioned footbed helps disperse body weight evenly across the foot, reducing pressure points and alleviating discomfort.”
Retail spaces were just opened at the Sawgrass Mills Mall in Fort Lauderdale, Florida Mall in Orlando and coming soon to the Dolphin Mall in Miami. Florida’s beach and water lifestyle, combined with its international shopping appeal, offer the ideal market for SoftScience. The kiosks are designed as interactive billboards, inviting shoppers to “Step into the Comfort Zone,” and experience the brand’s adventure-seeking, relaxed vibe. Visitors can feel how very lightweight the shoes are, and rocks are available for shoppers to walk across, showcasing the shoes’ unique shock absorption characteristics.
“This level of supreme comfort and foot relief is a new experience,” continues Duerden. “The more we can engage the senses by letting customers touch, try on and experience SoftScience shoes, the better. ”
The full SoftScience line is featured in each retail kiosk, including the Fin, with its drainage system to keep wearers stable in the water and out; the flagship Drift espadrille that converts to a clog; the brand-new Skiff – an unconventional flip-flop with arch support, the Cruise boating shoe, the Firefly and the Light Walker women’s walking shoes, the Dragonfly – a lace-up canvas shoe, and the fun, funky Painter slip-on, that pays homage to artist Jackson Pollack.