Home / Knowledge / News / Information Technology / KangaROOS kicks off comeback with Volusion support
KangaROOS kicks off comeback with Volusion support
Apr '10
KangaROOS creator of sneakers with pockets popularized by Walter “Sweetness” Payton in the 80s, recently launched an ecommerce website with Volusion's award-winning shopping cart platform to make a wider selection of the vintage-style sneakers available for direct purchase by US consumers. After only three weeks of launching the online store, KangaROOS generated more revenue than its brick and mortar store attracted in three months. Additionally, web traffic has increased by 10 percent and first month's sales have increased by 75 percent week after week.

Prior to launching the ecommerce site, KangaROOS began engaging with customers through Facebook. This new interaction acts as a forum for the company to reunite fans with the brand they love, as well as provide insight into a previously untapped customer base. Loyal ROOS fans often ask to find special models they remember wearing as kids and the page helps ROOS connect with their nostalgic followers. After the launch of the new ROOS site, 10 percent of initial online sales resulted directly from Facebook.
The Challenge

Previously, KangaROOS shoes were only sold through the company's wholesale retail partners, including Zappos.com, DSW, Journeys and Finish Line, but the ROOS product selection was inherently limited by shelf space taken by larger competitors like Nike, Saucony and Puma.

Jared Carver, President of KangaROOS USA, wanted to offer customers a broader selection that was easy to find and browse, something that wasn't possible through wholesale partners.

After conducting market research and collecting anecdotes from store customers and people who contacted the company, Carver knew customer demand was not only out there, but pent up.

The company opened a pop-up storefront in Boston on Newbury Street, the highest-trafficked retail area in the city, to test-market a brick and mortar store, learn more about end consumers and drive incremental sales. The store was open for three months, and while the company was pleased with the results, there was concern about the high ongoing costs associated with operating a retail location. For this reason, the company decided to forego a lease extension and instead invest in an online store.

The Right Platform

The KangaROOS marketing team investigated developing an ecommerce site through traditional agencies, but costs were in the six figure range. After extensive research, they found Volusion's reasonable price structure, scalability, integration with social networking tools and customer service keys for their business model.

Volusion offered the following features and benefits that were critical to the success of the project:

• Customer Service – 24x7 customer service allowed the marketing team to call for help at any time of day.
• Social Store Builder and AddThis Integration – Enables ROOS to sell shoes on Facebook as well as share products across hundreds of social media networks and news sources.

Must ReadView All

Union textiles minister Smriti Irani addressing at the Texprocil Annual Export Awards. Courtesy: PIB

Textiles | On 22nd Oct 2016

Govt to extend special package to home textiles segment

The Central government is likely to extend the recently approved Rs...

Reebok Liquid Speed Grey. Courtesy: Business Wire

Apparel/Garments | On 22nd Oct 2016

Reebok’s Liquid Factory brings sneaker creation to US

Reebok, a pioneer in the sporting goods industry, has brought sneaker ...

Courtesy: GHCL

Textiles | On 22nd Oct 2016

GHCL to invest Rs 67.25 crore in textile division

Chemicals and textiles firm GHCL will invest Rs 67.25 crore in its...

Interviews View All

Pratik Bachkaniwala
Palod Himson Machines

Fabric processing machines are picking up

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search