HQ Function

Primary hub for initial operations, design, marketing, and technology development. Later, US offices (e.g., Santa Monica) handled North American market operations and strategy.

Notable Features:

As a startup, their offices were likely functional and collaborative spaces rather than architecturally notable landmarks. They also had design studios and showrooms, for example, within Nordstrom stores in the US.

Work Culture:

During its operational years, Shoes of Prey was known for its dynamic, innovative, and ambitious startup culture. There was a strong focus on customer empowerment, fashion-tech fusion, and rapid growth. The team was passionate about changing the way women shopped for shoes.

HQ Significance:

The Australian HQ was significant as the birthplace of the company and where its core technology and business model were developed, pioneering online mass customization for footwear. Its US presence marked its international expansion ambitions.

Values Reflected in HQ: The headquarters and office spaces aimed to reflect values of innovation, creativity, customer-centricity, and a fast-paced entrepreneurial spirit.

Location:

Shoes of Prey operated primarily as an online retailer, shipping custom-designed shoes to customers in over 50 countries. Key functions supported globally included e-commerce sales, digital marketing, international shipping, customer support (with teams in locations like the Philippines), and manufacturing in China. They also established physical retail presences through partnerships, notably with Nordstrom in the US, where they had design studios.

Street Address:

Level 2, 65-71 Belmore Rd (historical, prior to US expansion/relocation attempts)

City:

Randwick, Sydney

State/Province:

New South Wales

Country:

Australia