Hoff joins forces with Myntra to expand in India

Hoff is diligently pursuing its international growth strategy by joining forces with Myntra to penetrate the Indian market. The Spanish footwear and fashion label has entered into an agreement with the local e-commerce giant, which already partners with other prominent Spanish brands such as Tendam and Mango, to tap into one of the world’s most promising markets.

Fran Marchena, the brand’s founder, disclosed this development to El Economista, though he refrained from divulging the specifics of the alliance or the subsequent steps for the expansion in India with Myntra.

The Spanish brand, celebrated for its stylish sneakers, also plans to inaugurate new retail locations in the Middle East, including a franchise in Doha, Qatar.

Hoff, which targeted a turnover of 55 million euros for its 2023-2024 fiscal year (recently concluded and awaiting final results), aspires to reach 100 million euros in revenue by 2025.

Originating from Elche (Alicante), the brand initially established itself online but has since achieved substantial offline presence. Currently, 45% of its business comes from the multi-brand channel, complemented by its retail operations. Hoff operates 18 stores in Spain and has expanded internationally with self-managed boutiques in major European cities such as London, Paris, Porto, Lisbon, and Maasmechelen, as well as franchised outlets in Colombia, Panama, and Chile.

To support its growth and development, Hoff has recently appointed Sergio Odriozola, formerly of Banana Republic, as its new general manager. He will lead the company’s internationalization and product development in close collaboration with CEO and founder Fran Marchena.