Flat Out of Heels, LLC

Background

Flat Out of Heels, LLC, founded in April 2011 by Dawn Dickson, specializes in providing stylish, rollable ballet flats designed to offer immediate relief from the discomfort of high heels. The company's mission is to deliver a convenient and fashionable solution for women seeking comfort without compromising style. Operating within the footwear industry, Flat Out of Heels has introduced an innovative approach by distributing its products through online platforms, retail locations, and uniquely, vending machines placed in high-traffic areas such as airports, nightclubs, malls, and hotels.

Key Strategic Focus

Flat Out of Heels focuses on creating durable, compact, and machine-washable rollable flats that cater to women aged 18-45, a demographic representing approximately 50% of the 157 million women in the U.S. The company's strategic objectives include expanding its vending machine distribution network, enhancing online sales channels, and forming partnerships with boutiques globally. By leveraging innovative vending technology and a strong online presence, Flat Out of Heels aims to provide accessible and convenient footwear solutions for women on the go.

Financials and Funding

Since its inception, Flat Out of Heels has secured multiple funding rounds to support its growth and expansion:

Seed Round (2011): Raised $250,000 to develop initial product prototypes and establish the brand.

Series A (March 2015): Secured additional funding to scale operations and enhance product offerings.

Grants (2015-2016): Received grants to support business development initiatives.

Debt Financing (June 2016): Obtained debt financing to further expand the vending machine network and online presence.

Equity Crowdfunding (October 2021): Raised $249,000 through StartEngine, valuing the company at $6 million pre-money.

The capital raised has been strategically utilized to enhance product development, expand distribution channels, and invest in marketing efforts to increase brand awareness.

Technological Platform and Innovation

Flat Out of Heels distinguishes itself through the integration of innovative vending machine technology, enabling the convenient purchase of rollable flats in locations where women frequently experience foot discomfort from high heels. These vending machines are strategically placed in venues such as airports, nightclubs, malls, and hotels, providing immediate access to comfortable footwear. The company's proprietary vending machines are designed to be user-friendly and efficient, ensuring a seamless purchasing experience for customers.

Leadership Team

The leadership team at Flat Out of Heels comprises experienced professionals dedicated to driving the company's mission:

Dawn Dickson, Founder and Executive Chairman: An accomplished entrepreneur with a background in business development and marketing, Dawn founded Flat Out of Heels in 2011. She has been instrumental in product innovation and strategic partnerships. In 2020, she transitioned to the role of Executive Chairman to focus on her technology company, PopCom.

Danielle Shortt, Chief Executive Officer: Appointed as CEO in December 2020, Danielle brings over 15 years of retail experience from companies like DSW and Express. She has been with Flat Out of Heels for several years, focusing on digital marketing strategy, and is now leading the company into its next phase of growth.

Leadership Changes

In December 2020, Flat Out of Heels announced the appointment of Danielle Shortt as Chief Executive Officer, succeeding founder Dawn Dickson, who transitioned to the role of Executive Chairman. This leadership change aligns with the company's strategic direction as it approaches its tenth anniversary, aiming to leverage Danielle's extensive retail experience to propel the company forward.

Competitor Profile

Market Insights and Dynamics:

The rollable flats market caters to women seeking convenient and comfortable alternatives to high heels, particularly in situations where prolonged wear leads to discomfort. The demand for such products is driven by the need for portable, stylish, and durable footwear solutions.

Competitor Analysis:

A notable competitor in this space is Rollasole, a UK-based company offering compact, rollable flats designed for emergency use. Rollasole's products are available online and through select retail partners, focusing on providing affordable and convenient footwear options.

Strategic Collaborations and Partnerships

Flat Out of Heels has engaged in strategic collaborations to enhance its market presence and product offerings:

Celebrity Endorsements: The brand has received support from celebrities such as Eva Longoria, Lala Anthony, and Meagan Good, contributing to increased brand visibility and credibility.

Retail Partnerships: Flat Out of Heels products have been featured on platforms like DSW.com and Zulily, expanding the company's reach to a broader customer base.

Operational Insights

Flat Out of Heels differentiates itself through its unique distribution model, combining online sales with vending machine placements in strategic locations. This approach allows the company to capture impulse purchases and provide immediate solutions to women experiencing foot discomfort. The emphasis on durable, machine-washable materials and a wide range of sizes further enhances the brand's appeal.

Strategic Opportunities and Future Directions

As Flat Out of Heels approaches its tenth anniversary, the company is poised to capitalize on several strategic opportunities:

Expansion of Vending Machine Network: Increasing the number of vending machines in high-traffic areas to enhance accessibility and convenience for customers.

Product Line Diversification: Introducing new designs and styles to cater to evolving fashion trends and customer preferences.

Enhanced Digital Marketing: Leveraging social media and online advertising to drive e-commerce sales and strengthen brand loyalty.

International Market Penetration: Exploring opportunities to enter new geographic markets and establish a global presence.

By focusing on these areas, Flat Out of Heels aims to solidify its position as a leader in the rollable flats market and continue providing innovative solutions for women's footwear needs.