Step Right Inside

Floafers Concept Shop

Featuring custom displays that will serve as models for future brick-and-mortar outlets in the U.S. and abroad, footwear company Floafers has opened a location shared with its corporate headquarters in Holmdel, N.J. The concept shop  will double as a lab and retail experience, allowing the team to garner direct feedback from consumers, according to CEO Larry Paparo. The Floafers shop highlights product against a backdrop of lifestyle imagery that includes a range of outdoor activities to a day at the office. “The concept stores and shop-in-shops will enable us to present a consistent face of the brand to consumers,” Paparo said. “Our goal is to create a fun and easy way for people to step into the world of Floafers.”