Byline: Barbara Schneider-Levy
The name Moszkito, Hungarian for the pesky insect, may seem lighthearted for a line of comfort footwear and accessories, but the collection has quickly snagged the attention of serious foot-care professionals.
Following the launch of its prefabricated footbeds in 2001, the Moszkito line was expanded in spring '06 to include support flip-flops under the Archy Sandal label that are built around the brand's signature orthotic footbeds. In the year since their launch, the flip-flops have come to dominate Moszkito's business, according to Laurin Fox, president and co-founder of the Scottsdale, Ariz.-based components company. And based on their success, another companion series of closed-up footwear is on the drawing board for 2009.
'A big part of our growth has been word of mouth,' said Fox, referring to the sandals' distribution among foot-care specialists, which account for about 75 percent of Moszkito's overall business. Currently, he said, the company opens four to five new accounts weekly in this market segment, with the sandals driving most of the interest.
And since baby boomers, in particular, will continue to experience foot issues as they age, necessitating more frequent visits to the doctor, Fox knew he had a built-in customer base for the sandals among the company's existing medical accounts. '[Doctors] know that 99 percent of their clients are wearing flip-flops,' Fox said. 'There's only one way to fight the battle: Put a healthy pair on their feet.'
While medical professionals make up the core of Moszkito's distribution, both the footbeds and flip-flops are carried by footwear independents, as well as by outdoor specialty stores. Even powerhouse e-tailer Zappos.com offers the full breadth of the collection on its site. In fact, moving into spring '08, Fox said he expects business to be split evenly between medical professionals and the traditional retail sector. As the company continues to strengthen its sales force, comfort independents will be a new target, the founder said.
Although Fox and his wife Sandy, a VP at the company, have carved out a niche in the footbed business with a broad offering of more than 150 SKUs available in three different levels of support (Semi Rigid, Flex and Rigid), the couple is striving to offer a flip-flop with the same health-minded features and benefits as the footbeds. '[Flip-flops] have a bad name in the industry,' said Fox. 'That's why we went after [this market].'
Case in point: Scottsdale, Ariz.-based chiropractor Chris McDaniel has sold about 250 pairs of sandals at his practice within the past six months; he has an additional 150 pairs on display in his waiting room. '[The sandals] fill a void no one else has been able to fill,' McDaniel said. 'They're flip-flops with a noticeable and purposeful arch support. They're not only good-looking shoes but functionally better than anything around.'
Moszkito's Archy Sandal collection, available for both men and women, features a choice of two arch heights: a medium version at 16 mm and a high version at 19 mm. Even the high Wedge style offers enhanced comfort, explained Fox, since there is only an inch difference in elevation heel to toe. It's a silhouette, he said, that was developed in conjunction with a podiatrist.
Since the sandals deliver added features and benefits, they carry a heftier price tag than tradition flip-flops: $40 to $65. But that hasn't deterred sales, according to Fox. 'Our customer is willing to pay for support in flip-flops,' he said, adding that the line is now attracting a younger audience in addition to the 30-and-over crowd that initially embraced it.
Although fit is first and foremost when it comes to the sandals, the Foxes have not forgotten about the fashion element. Included in the spring '08 mix is the brand's signature Archy style, a unisex model in a wide color spread that accounts for 65 percent of sandal sales, as well as new styles such as the Archy Crocodile, a croc-print version at $60 retail; and the Wave, priced at $65 and featuring an upper lined in pigskin and a nonmarking outsole with added traction.
Royal Oak, Mich.-based women's boutique Sole Sisters has been carrying the Moszkito sandals since April. 'I'm always trying to find different things,' said owner Nicole Sterling, who placed a first-time order of seven SKUs - a big commitment for an unfamiliar and relatively high-priced flip-flop line. And while she was initially concerned that consumers would balk at the brand's higher price points, she said all they had to do was put a pair on their feet to be convinced.
Caption(s): Moszkito's signature footbeds. / Moszkito covers the fashion bases with simple casuals and exotic looks.
