Founded on the simple principle that a good pair of shoes can empower a woman in her daily life, the company has turned its dream of bringing well-crafted shoes to girls into a reality. Since then, the company has flourished in the young women’s footwear industry, offering its customers across South East Asia comfortable, affordable and first office, evening and casual shoes.
Heatwave is also focused on developing the image of its retail shops. The company’s intention was to decorate all shops in the same way so that customers could associate and identify the goods with the Heatwave trademark. The retail stores are bright, modern and lively, resulting in a cheerful atmosphere.
Heatwave’s success factors are its focus on a niche market of young career women in South East Asia and its establishment of the brand image associating the Heatwave trademark with concepts of quality, elegance, and affordable pricing through savvy IP management.
Heatwave formalized a franchise framework aimed at more efficient and consistent distribution of its products.
Today the company has 51 stores across Asia. 10 of the stores are located in Singapore.