With seven retail locations throughout Brooklyn and Manhattan, DNA Footwear is a leading destination for what’s hot and what’s next in the world of footwear. The store has also expanded to include a strong online shopping presence through its website, dnafootwear.com. Guided by its Brooklyn heritage, the New York chain boasts a rustic-chic aesthetic and its retail offerings are inspired by each store’s individual location. Footwear Plus discussed what makes DNA Footwear such a hit with CEO Daniel Kahalani.
Q: Who is your typical customer? A: Trendy men and women between the ages of 25 and 45 who are looking for the best new styles for themselves or their family. Certain locations are extremely kid-focused.
Q: What are your best-selling brands? A: At this time of year we sell a lot of cold weather boots, so Ugg Australia, Hunter, Sorel, Frye, Red Wing and Wolverine.
Q: How as business been so far this year? A: Business has been great so far! With the opening of our first Manhattan store in spring of this year and the re-launch of our website this summer, the DNA Footwear brand has been really elevated to the next level and our customers are responding positively to this.
Q: Do you do any kind of in-store events? A: Absolutely. We work with our brand partners to host in-store events all of the time. We had our first event in our Soho store last week: a shopping event in partnership with Kork-Ease, Buks and Born. We also have lots of great brand events planned for spring so watch this space!
Q: What keeps customers coming back to your store? A: DNA Footwear is truly a neighborhood store with top brands. All of our locations are tailored for the specific area and customer and so, as a result, each of our customers gets a personal and customized shopping experience. Our store managers build relationships with their regular customers and always go above and beyond to meet their needs.
Q: Is there anything in particular you want to say about the store and your community? A: We feel very privileged to have such continued success in all of the very diverse communities in which we operate. From tourists in Soho, to parents and families in Park Slope to hip young professionals in Williamsburg and Greenpoint, these communities continue to support our business as we strive to provide the best customer service to each and every one of our customers.
Q: What’s the best part of your job? A: The best part of my job has to be having the opportunity to continually improve, innovate and grow my business with the help of all my talented employees over the years. I feel very lucky and grateful to have such a successful business in such a competitive city as New York City and this is thanks to all of our great customers.