Shoes of Prey

Shoes of Prey has hired executives from Seven For All Mankind and Toms as part of an ambitious strategy to triple sales in 2017.

The e-tailer, which allows women to customize footwear down to the materials, piping, heel height and insole color, has brought on Andy Griffiths as vice president of marketing and Phillip Broyles as director of product management.

Griffiths joined the Santa Monica, Calif.-based company in November, following four years of holding the same title at Seven For All Mankind and previous stints in communications at Oasis Stores and Diesel. While at Los Angeles-based Seven, he created ad campaigns featuring Zoe Saldana, Lindsey Wixson, Miranda Kerr and James Franco. He left Seven after the denim company was sold by VF Corp. to Delta Galil last year.

Broyles had managed Toms’ digital products and mobile business before moving to Shoes of Prey last June. Prior to working for the Southern California-based accessories company built on a one-for-one philanthropic philosophy, he directed product management for mobile and emerging platforms at E! Online.

“Mass customization, I do think, is the future,” said Jodie Fox, cofounder of Shoes of Prey.

A former lawyer who worked in banking and finance, Fox started the brand with two Google veterans in Australia in 2009. In late 2014, the company opened its own factory in Dongguan, China, where it employs 160 workers. A year later, the company moved its headquarters a few blocks away from the beach in Santa Monica, and raised $15.5 million in Series B funding. Among the investors who have given a total of $25 million thus far are Khosla Ventures, Greycroft Partners, Bonobos chief executive officer Andy Dunn and Nordstrom.

With each pair retailing for around $225, Shoes of Prey rings up annual sales of less than $50 million. It has dipped its toe into various collaborations, partnering with nail polish brand Butter London, Emmy-winning costume designer Janie Bryant, beauty editor Eleanor Pendleton and blogger Kim Jones. The brand is readying the launch of a marketing campaign for later this year.

Fox said a typical customer is a 30-year-old female professional who, in her words, is “not a woman who wears what’s on the runway but a woman who knows herself.”

Focusing on its direct-to-consumer web site, Shoes of Prey also sells some styles on Nordstrom’s site. It had offered shoes in six of Nordstrom’s brick-and-mortar stores but phased out that distribution when it realized “our customer is very online-savvy,” Fox said.

Particularly with Millennials being recognized as the “Me Generation,” she added, “People want to be a part of what they own more than ever. It’s more about the experience. It’s more about ‘me.'”