FitFlop, a footwear brand with over 145 stores worldwide, has recently opened a new store in the prestigious Tun Razak Exchange (TRX) shopping destination in Kuala Lumpur as part of its mission to “inspire and educate consumers on the profound benefits of its footwear.”

The store which officially opened its doors on 12 December featured a signature technology wall, spanning the brand’s four key FitFlop technologies – iQushion, Anatomicush, Microwobbleboard & Neodynamic.

An interactive moving screen visually illustrated the unique features and advantages of each technology, offering customers an “immersive and informative experience.”

David Schüttenkopf, chief commercial officer at FitFlop said:  “Giving consumers the opportunity to experience the game-changing comfort of our footwear is a key focus for the business moving forward. It also provides an environment to inspire and educate future wearers on the biomechanics and ergonomic design that goes into everything we make.’

Gary Gan, CEO of Vintage Sports Pte Ltd, echoed the sentiment, pointing out the significance of the TRX store in Kuala Lumpur: “We are dedicated to customer-centric principles, emphasising the creation of products that deliver a transformative footwear experience.”

Gan went on to say as FitFlop continues to expand its presence in the wellness space, the importance of real-life engagement with its products remains paramount.

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 “With the unveiling of the TRX store, the brand aims to take customers on a captivating journey, showcasing the extensive range of products while vividly bringing to life the unique selling propositions (USP) that set FitFlop apart in the physical realm,” he concluded.

The store is said to accommodate the brand’s expanding ranges, featuring men’s, women’s, and kid’s products.

In October, FitFlop set its sights on expanding its presence across Europe by partnering with Bleckmann, a logistics expert in supply chain management for fashion and lifestyle brands.