Atoms will release only one model per year. But do it well.
Over the past few years, we have seen interesting changes in the way brands approach consumers. They were especially visible in e-commerce. And the startup Atoms is a typical example of this. This sneaker company produces only one shoe per year. But the sizes of these shoes vary in quarter increments, and consumers can buy different sizes for each of the feet. This is invaluable from the point of view of people with non-standard legs.
This approach has already generated $8.1 million for Atoms. And the waiting list on the site at one time even exceeded 40 thousand orders. The company plans to use the funds to invest in further development and expansion of its retail and marketing presence. So far, she does not own retail stores and carries out all sales only online.
This manipulation of sizes, as well as the production of shoes by the piece, and not in pairs, can seem like a daunting task. But, according to brand representatives, in practice it turned out to be much easier, although at first additional “very high costs” were required. Now, the more shoes Atoms produces, the higher the savings.
One pair of Atoms will cost you $179, which is not cheap and puts the company in the top segment of the market. But, as the founders of the startup say, 85% buyers are returning to make another purchase. According to many Atoms users (and this includes quite a few famous people), these shoes are much more comfortable for everyday wear than anything they have worn before. Many especially note the elastic laces, ease of cleaning, ease of carrying (when packed, shoes take up minimal space in a backpack), the ability to use both outdoors and indoors.
The only complaints are that the Atoms are water-permeable and not designed for rainy days, and are also not suitable for walking on pebbles due to the rather thin sole.
At first glance, it may seem that Atoms has direct competitors, like Allbirds. In fact, this is not so. Atoms stands apart, thanks to a special approach to building a business in the mass market and the desire to make the product as individual as possible.