Jodie Fox

We started as a pure play just at the, obviously just the website.

And then we moved to offline retail.

Um, so yeah, we make our money by making shoes for women.

Yeah, PurePlay means that we were only online.

So, you know, I mean, for us, I mean, it was the easiest way to get something out there, test it, see if it worked.

And honestly, I think we always thought we'd only be a website, but we would interview and survey and look for feedback from our customers.

And the key piece of feedback we always got was what will my shoes look like in real life?

And we came to realize that it wasn't necessarily that she wanted us to make the shoes in advance for her because that wouldn't fit with our business model.

But actually, she wanted to try a pair of shoes on.

She wanted to touch the materials, see what they look like together.

And, you know, I mean, women just started turning up at our headquarters and saying, oh, I'm so sorry.

I'm just here on holidays and I wanted to see some shoes.

And then the penny dropped for us.

Oh, right.

They just they need a physical presence to be able to see the shoes.

So we started opening offline stores.

Our first one was January 2013.

And we made the store an experience.

So, you know, you walked in and there were sculptures built out of shoes.

Every surface was something that we made our shoes from.