In an industry as saturated as footwear, Hoff has managed to carve out a distinctive niche in six years. The Elche-based company, led by founder Francisco Marchena, anticipates closing the year with a turnover of 53 million euros, marking a 45% rise from the previous year’s 37 million. This leap comes as a result of expanding sales points, including the opening of the first overseas stores, and broadening the product range beyond sneakers into new categories.
Thus, Hoff surpassed the 100,000 unit milestone and exceeded one million pieces produced overall. The growth is propelled by the diversification into new product segments such as accessories, footwear, and apparel, empowering the brand to reach broader audiences.
Parallel to product expansion, Hoff has rolled out a growth plan centered on building its own store network, now totaling 28 outlets. In addition to 17 shops within El Corte Inglés, the brand solidified its footprint in Spain in 2023 with openings in Santander and San Sebastián. The brand also ventured beyond Iberia to major European capitals, making appearances in London and Lisbon.
Furthermore, Hoff launched its first franchise in the summer, featuring two stores in Israel and two in Mexico. The year concluded with a strengthened Iberian presence through a new store opening and additional franchises in Latin America, notably in Bogota, Tegucigalpa, and Guatemala City, as the company continues to press outward into international markets.
A shoe company joins the main building of the Elche Technology Campus
“We have met the targets set and are advancing on the path mapped two years ago to reach a 100 million turnover by 2025. Yet the priority remains clear: to uphold the vision of becoming a relevant international brand,” says founder Francisco Marchena.
Predictions
Openings will continue to be Hoff’s main growth lever in the coming year. The plan includes expanding into additional Spanish cities such as Córdoba, Murcia, Granada, and La Coruña, while also entering key European markets like Brussels, Milan, and Rome. Franchise expansion will also accelerate in Latin America, with Panama, Ecuador, Chile, Peru, Puerto Rico, and Colombia on the map, alongside new markets including Dubai, Lebanon, Kuwait, and Miami.
Hoff is a Spanish sneaker brand whose expansion has achieved international consolidation. What began as an online venture based in Alicante in 2017 has evolved into one of the most dynamic players in the fashion sector and the broader regional market, driven by a strategy focused on direct-to-consumer channels, selective partnerships, and a robust store network. This growth trajectory underscores Hoff’s intent to remain a prominent, globally recognized footwear brand, while maintaining a strong, identity-driven connection with its Iberian roots.