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Enjoiya Doubles Down on Comfort With Expanded Sneaker Selection

A new indoor-outdoor slipper collection is not the only way The Enjoiya Group is leaning into comfort this fall.

Additionally, the women’s footwear designer, manufacturer and distributor is expanding on the functional running shoes it introduced this spring. The sneakers, available via the company’s Enjoiya and Secret Celebrity brands, contain an assortment of mixed-media materials and “ultra-comfort” features, The Enjoiya Group said.

“After presenting the product to influencers, select focus groups and several small specialty retailers, we are confident that this business will prove to be very successful for us,” founder and CEO Frank Cammarata said in a statement.

The Enjoiya brand’s Val-Venosta series sports “ultralight” performance outsoles designed to offer softness and flexibility, the company said. The sneakers feature a leather upper and lining, and modern elements, like metallic leather, python snake embellishments and laser-cut perforated designs. Enjoiya’s line offers three unique styles, including two lace-up running styles and a double-gore causal shoe.

Secret Celebrity’s performance MIA runners, meanwhile, include removable insoles with raised arch support and toe bars and an outside tread designed for durability and support. The shoes come in navy, plum and gray, as well as zebra and leopard prints.

The Enjoiya Group is offering an expanded sneaker selection this fall via its Enjoiya and Secret Celebrity brands

Secret Celebrity’s MIA line comes in several colorways, including plum.

“The sneaker category has become a dress-up and dress-down lifestyle staple,” Cammarata added. “Hence, our new sneaker collections skillfully merge fashion, function and comfort.”

The debut of The Enjoiya Group’s expanded sneaker selection comes as women’s athletic footwear has seen a surge in sales. According to The NPD Group, the segment experienced almost 30 percent year-over-year growth during the six weeks ended Aug. 14. Compared to 2019, it was up 21 percent. The men’s market, by comparison, was “laggard” but still positive versus the prior year, Matt Powell, vice president and senior industry adviser, sports, said.

This spring, The Enjoiya Group unveiled plans to launch an indoor-outdoor slipper collection for the Fall/Winter ’21 season. Cammarata described the new styles as “a natural extension” of the company’s footwear business. Going forward, The Enjoiya Group said, comfort slippers will represent “an integral component” of both its Soft Comfort and Enjoiya brands.

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