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Floafers Opens Concept Shop

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Footwear brand Floafers has opened its first-ever concept store, a 900-sq.-ft. space in Bell Works, a retail and business hub in Holmdel, NJ, that is also home to the Floafers corporate headquarters.

Launched in 2017, Floafers’ molded foam footwear utilizes a proprietary process developed by industry veteran and CEO Larry Paparo, that mimics a traditional shoe while maintaining the lightweight comfort and versatility of foam. The brand’s retail distribution includes Zappos, Shoe Station and Nordstrom.

The new Floafers store will showcase its full line and will double as a lab and retail experience, according to Paparo, noting its close proximity to company headquarters will allow the Floafers team to garner direct feedback from consumers via its “Test and React” program. The concept shop will also serve as a model for potential future franchised stores and shop-in-shops in the U.S. and abroad, said Paparo.

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