Big Lots in final phase of store reopenings — June date set for 78 locations

A direct-to-consumer “active recovery” footwear brand is entering the physical retail arena.

OOFOS will open its first brick-and-mortar retail experiences across the United States. The locations will launch in May and June at Pentagon City in Arlington, Va., the Mall of Georgia in Buford, Ga. and the Florida Mall in Orlando, Fla. The brand says the new store locations were chosen for their “strong market potential.”

Launched in 2011. OOFOS is known for its proprietary “OOfoam” technology, which absorbs 37% more impact than traditional footwear, and is designed to absorb impact and stress on the body, according to the company said. OOFOS initially focused on a core line of sandals, and has since expanded its product offerings to include clogs and other types of shoes.

At OOFOS stores, customers  will be able to try on a range of OOFOS footwear, including the newer OOmy Stride and OOmy Zen styles and a variety of open-toe and closed-toe styles featuring OOfoam technology. A; are designed to absorb impact and reduce stress on the body.

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OOFOS says the retail launch follows the success of its DTC and wholesale channels as well as pop-up locations that the company has executed around the country, including along the last stretch of Boylston Street at the Boston Marathon for the past few years. Wholesale partners include Dick’s Sporting Goods, Nordstrom, Fleet Feet, REI and others.

“We’ve always believed in building smart, sustainable growth,” said Lou Panaccione, co-founder and CEO of OOFOS. “With these new retail locations, we are starting small and being intentional with our strategy, with the goal of complementing our existing DTC and wholesale channels while also offering an additional touch-point to share our mission of helping people feel better.”