The Success Story of Hoff: Revolutionizing the Sneaker Industry


Fran Marchena, the founder and CEO of Hoff, embarked on a journey that redefined the sneaker market. Armed with a background in marketing from the United States and seven years of experience at Banco Santander, Marchena, alongside his friend and partner Luis Miguel Botella, ventured into the world of footwear. What started as an idea soon transformed into a thriving business, driven by innovation, strategic marketing, and a commitment to quality.

Inception and Strategy

With a vision to introduce comfortable, stylish, and versatile sneakers, Marchena and Botella invested €80,000 of their own capital to kickstart their venture. Their strategy was clear: leverage vibrant designs, robust marketing, and immediate profitability. This approach resonated with consumers, propelling Hoff to sell two million pairs of sneakers within a short span.

Unique Design and Branding

At the heart of Hoff’s success lies its creativity. Marchena and his team developed a distinctive visual language characterized by harmonious combinations and vibrant colors. This unique aesthetic quickly became recognizable on the streets, setting Hoff apart from competitors. Despite facing imitation, Hoff secured legal victories against plagiarism, reinforcing the brand’s authenticity and originality.

Lucía Cuervo, the Product Director, elaborates on the brand’s design philosophy, emphasizing the fusion of organic movements with controlled tension. The intensive use of color further distinguishes Hoff in a crowded market.

Influencer Marketing

Recognizing the power of influencer marketing, Hoff strategically partnered with prominent figures like Gala González, Ana Boyer, and María Pombo from the outset. This collaboration proved instrumental in amplifying the brand’s reach and resonance. Marchena underscores the importance of communication in today’s landscape, citing events, workshops, and international collaborations as integral components of their marketing strategy.

Multichannel Presence

While digital platforms like Instagram contributed significantly to Hoff’s success, Marchena emphasizes the importance of maintaining a presence in physical retail spaces. Despite the digital surge, Hoff allocates 50% of its sales to brick-and-mortar stores, underscoring their profitability and relevance in the retail landscape.

Rapid Expansion and Market Penetration

Hoff’s exponential growth trajectory is evident in its financial performance, with annual sales reaching €47 million and an EBITDA of €6 million. The brand’s presence extends across 35 locations in Spain, including proprietary stores and concessions in El Corte Inglés, as well as 1,500 outlets spanning 40 countries globally. From Europe to Asia and the Americas, Hoff’s market footprint continues to expand, fueled by robust marketing strategies and strategic partnerships.

Sustainability and Ethical Practices

In an era of increasing environmental consciousness, Hoff acknowledges the imperative of sustainability. While the sneaker industry is fraught with challenges, including labor ethics and environmental impact, Hoff is committed to continuous improvement. The company is actively pursuing B Corp certification, a testament to its dedication to sustainable practices and ethical labor standards. Marchena assures consumers of stringent audits and compliance measures across their manufacturing facilities in China, Vietnam, and Indonesia, underscoring their commitment to responsible sourcing and production.


Fran Marchena’s journey from the banking sector to the helm of Hoff epitomizes entrepreneurial success. Through innovation, strategic marketing, and a commitment to quality and sustainability, Hoff has emerged as a trailblazer in the sneaker industry. As the brand continues to expand its global footprint and champion ethical practices, its story serves as an inspiration to aspiring entrepreneurs worldwide.

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