Spanish footwear brand Hoff has appointed former Inditex and Nike executive Nicolas De Ros Wallace as its new chief executive to drive international expansion.
Company founder Fran Marchena appointed De Ros Wallace on May 1 to lead a new phase of growth and consolidation. Marchena moved into the role of company president to focus on strategic and creative vision and long-term brand development. De Ros Wallace previously worked at Inditex and Nike, where he served as General Manager of Football for Southern Europe and Vice President of Jordan Brand for Europe, the Middle East, and Africa.
Hoff was founded in Elche ten years ago in 2016. Marchena grew up working in his father's shoe factory, learning how to run an industrial business, pay payrolls, and manage risks. His father managed up to 150 employees before market changes forced the factory to close. After working for years in banking on financial management, business, and risk issues, Marchena decided to create his own global footwear brand.
Retail presence and international expansion
Marchena named the company Hoff because the name is short, strong, and easy to pronounce internationally. The brand currently operates 194 locations across Spain and plans to expand its retail footprint further this year. Hoff already operates stores in London and Amsterdam and plans to expand further in Mexico, where it already has several points of sale.
Marchena said physical stores allow the company to express its design, creative universe, and customer experience, supporting his goal of building a brand that outlasts its products. Meta chief executive Mark Zuckerberg was seen wearing Hoff sneakers in 2024. Marchena said it was positive when public figures wore the footwear naturally, although the brand did not actively pursue celebrity endorsements and focused on creating a recognizable brand for all customers.
Design process and product development
Hoff operates on a collection schedule while maintaining flexibility to launch new models when they add value to the brand. Design inspiration comes from travel, cities, and visual references, combining creativity, analysis, and attention to detail. The design team develops materials, color combinations, and product structures at the design table before moving to production once a model aligns with brand identity.
