The competitive running shoe market has new players, and female runners are its top priority.
Hilma, a direct-to-consumer running shoe brand focused on women, is about to enter the market. The shoe will release in October via Join-hilma.com for $159. The waitlist is now open and Hilma confirms it has received thousands of registrations.
Today, the company announced that it has secured a $3 million seed investment led by Brand Foundry Ventures, whose previous investments include footwear brands Rothy’s, Tecovas and Allbirds. Other participants in the round included former Nike president and former Banana Republic CEO Janet Jackson; co-founder and resident of Rothy’s Roth Martin; Tecovas Paul Hedrick founder and executive chairman; Ceremonia Babba Rivera founder and CEO; Founder and former RunKeeper CEO Jason Jacobs.
According to Hilma, the funds will be used to expand inventory, continued product development and team growth.
Founded by Brooke Torres in 2019, Hilma is three years away from finishing her first marathon. According to Hilma, Torres — who didn’t label herself a runner before the marathon — eventually managed to reach ultramarathon distances, but couldn’t find running shoes that fit her. The brand explained that Torres was disappointed with the fit shoe on the market and the exclusion of product development for women’s running shoes, as well as the creation of a fit based on men’s sizes.
Torres responded by creating a brand that uses new fit technology and a personalized buying experience built just for women. To accomplish its mission, the brand appointed Kristina Kurcinka as head of product development and Tom Berend as head of design. Before Hilma, Kurcinka worked at On and Nike, and Berend was the founder of footwear design agency Kik Laboratory.
Analyzing its fit process, Hilma said it will use a patent-pending fit model and fit predictor to provide consumers with the correct style and size based on their foot shape and experience with other shoe brands. This will be done through an online consultation, which records body measurements, experiences and personal preferences. Additionally, to ensure the fit is met, Hilma says each shoe will be available in 45 sizes.
“My experience as a runner has completely changed my life, expanding my ideas about what’s possible and what I might like. I hope Hilma helps women discover the same joy, while providing them with the kind of joy that’s designed for them products that make them feel good in the end,” Torres said in a statement. “We believe personalization is the future of performance products, and we’re excited to bring our innovations in fit and comfort to the running shoe market this fall.”
