Toms – USA

Key facts

– Sector: Apparel
– Format: 600 square meters
– Year Opened: 2014
– Store location: Chicago, Illinois, USA
– Number of stores: 13 official TOMS store locations
– Number of countries: 9 (USA, UK, UAE, Kuwait, Saudi Arabia, Greece, Netherlands, Singapore, Amsterdam)
– Product mix: Shoes, eyewear, bags and coffee
– Positioning: A shoe company that donates a pair of shoes for each pair it sells

What is it?

TOMS was founded in 2006 as a socially conscious enterprise creating a shoe line based on the company’s now-famous “one-for-one” model. For every pair of shoes TOMS sells, a pair is given to an impoverished child. Chicago’s TOMS store serves as a brand storefront, carrying 100 styles of shoes, eyewear and branded apparel, as well as a coffee shop. Toms continues to expand from its pure play heritage to its entry into bricks and mortar. The brand continues opening new stores to showcase not only the products, but create a community space that supports the “one for one” mantra.

Why is it innovative?

TOMS began selling shoes using a “one-for-one” approach, but since the company has expanded the brand to include eyewear, coffee and bags, TOMS donates eyewear and water and supports safe birthing services for mothers each time one of those items is purchased.
After initially distributing its products through online and multi-brand distributors, TOMS started opening flagship stores to express its brand’s strong values and to offer its full range of products, as it does in the Chicago store.

Social conscience and sustainability. Shoes are tailored for recipients based on terrain and season, and local jobs are created by producing shoes in countries where they are donated. In 2013, TOMS committed to producing one third of its Giving Shoes in regions where they are distributed. Local production helps to build industry, creating jobs and sustainable futures.

Brand experience and product trial. In addition to shoes and eyewear for sale, there is a coffee counter at the front of the store where shoppers can enjoy a cup of coffee, work, or just kick back and relax. The store also has free wifi. Nestled in the back is a full-service coffee bar, brewing TOMS Roasting Co. coffee creations and serving an assortment of fresh pastries and pressed juices.

Ebeltoft Group experts word

TOMS is a self-sustaining company which is also doing the right thing. It has a clearly defined purpose, which transcends creating shareholder value or maximizing profits. This attribute often creates intense loyalty among customers and employees alike. And, by providing people with a place to hang out, drink coffee and see what TOMS is all about, it’s bringing a new audience into the store to share the mission.

Posted in Uncategorized