FitFlop steps back into the spotlight with sleek new stores, smarter soles, and a bold vision for everyday movement.

Footwear has never looked or felt this good. FitFlop, known for combining ergonomic design with everyday style, marks its return to the Philippines with a refreshed identity and a bold retail expansion.
As the brand unveils refreshed flagship locations across Metro Manila, L&rsquo;Officiel Philippines sat down with FitFlop&rsquo;s Chief Commercial Officer, David Sch&uuml;ttenkopf, to talk about its evolution, design philosophy, and why this comeback is all about moving better.

First introduced to the Philippine market in 2018, FitFlop returns with renewed energy through a strategic partnership with local distributor Whiteplane Inc. Together, they&rsquo;re bringing the brand&rsquo;s new concept stores to key locations across Metro Manila. Flagship branches at SM Megamall, SM Mall of Asia, and North EDSA Mall now showcase immersive displays, the brand&rsquo;s signature red ceiling, and a Smart Engineering wall.

&ldquo;We went through a hell of a journey over the last three years, really from a design and innovation standpoint,&rdquo; said Sch&uuml;ttenkopf. &ldquo;What FitFlop is, basically, is completely biomechanics-created footwear&hellip; perfect pressure points, everything is balanced out.&rdquo;
With a new Chief Product Officer in London, the brand has also shifted toward more fashion-forward silhouettes like platforms, wedges, and boots. &ldquo;So we basically uplifted the design element,&rdquo; he added. &ldquo;Combine that with style is a challenge &mdash; but that&rsquo;s exactly where our niche is. Beautiful shoes with beautiful biomechanics.&rdquo;
The store design reflects this updated ethos, with visual elements that &ldquo;translate the energy and movement&rdquo; of the brand. &ldquo;You&rsquo;ll have dynamic screens that explain our technology,&rdquo; Sch&uuml;ttenkopf said.

FitFlop&rsquo;s expansion plans are just as bold: &ldquo;Eight flagship stores are being upgraded as we speak. We will have a total of 25 freestanding stores across the Philippines&hellip; and 26 shop-in-shops.&rdquo; Globally, the brand is opening 85 new locations this year, with a strong focus on Southeast Asia.
With innovations like the Microwobbleboard midsole and CushX technology, FitFlop continues to champion comfort without compromise, helping people move better, feel better, and do more, one step at a time.

FitFlop Steps Into a New Era 

L'OFFICIEL PHILIPPINES MAY 2025 - Gabbi Garcia ₱600

L'OFFICIEL PHILIPPINES APRIL 2025 - Solenn Heussaff ₱600

FitFlop Steps Into a New Era

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