What does it take to create an accessible shoe brand for the Malaysian market? What does it take to sell shoes to millions of people in a market that is already saturated with footwear brands? It’s always tricky, having to manage the unique aspects of our local market, taking several factors such as the climate, terrain, preferences and culture into consideration. That is why the team at XES Shoes, a homegrown Malaysian brand, believes that is a very fine balance between practical experience and fully understanding the needs of consumers.
XES Shoes started its journey 2 decades ago but has since expanded its reach to over 120 locations all across Malaysia. Despite the various ups and downs that have come about in recent years, XES Shoes has consistently provided comfort and affordable style to millions of customers!
Simpson Wong, founder and managing director of XES Shoes believes that there is a certain methodology to high-quality footwear. Skill, dedication, and attention must go into the craft, giving rise to the best quality in stitching and materials. Indeed, Simpson firmly believes that only by trying on a pair of shoes, the perfect pair can be found.
Recently, we had the fine opportunity to speak to Simpson about the conception of the brand, the winning formula in making a comfortable pair of shoes, and his philosophy in creating a successful brand. Check it out!
1. Would you like to provide a brief background about XES shoes? If you had three words to describe what XES stands for, what would they be?
XES Shoes is one of Malaysia’s local favourite brands for footwear. I started this brand way back in 2002 with my first store in Carrefour Wangsa Maju (currently known as AEON Big). Today, we have over 120 outlets all across the nation catering to the needs of all Malaysians.
If I were to describe what XES stands for in just 3 words, it would be “comfortable”, “trendy”, and “affordable”. Imbued with a great passion for shoes and knowledge in shoemaking, we worked hard to ensure that our products are of exemplary quality and deliver top-notch craftsmanship, all at an affordable price.
2. How did the idea of starting XES shoes come about all those years ago? What inspired you to set up XES shoes?
Before I opened up my own footwear business, I tried to find ways to equip myself with as much industry experience as possible. I worked in the footwear industry for more than 6 years before starting XES Shoes. So I knew better than anyone the ins and outs of managing a brand, from crafting shoes to marketing them to the mass market. Fortunately, business opportunities came at the right time. I launched XES Shoes in 2002, applying what I have learned throughout the years before.
3. In your words, how would you describe XES’ products?
One of the lessons I learned from crafting shoes is that there’s always a pair of shoes for everyone. I would describe XES’s products as the all-rounder shoe. As mentioned previously, it is trendy, comfortable and affordable. We take pride in the quality of our products whilst having a cheaper price tag compared to other shoe companies.
4. What would you say is the most important aspect to look at when designing the shoes?
We make shoes that are most compatible with Malaysian feet, as the local market is our main target audience. We’ve been doing this for the past 20 years and will be doing this for the foreseeable future. It is in XES Shoes’ DNA to craft footwear that caters to the needs of the local community and do this with great pride and joy. Some of the aspects that we had to consider when designing shoes are Malaysia’s climate, culture, and of course, Malaysians’ feet structure and sizing considerations. Only by meeting those requirements will we release a pair of shoes to the market.
5. What can you tell us about the design process? How does XES cater to the various needs of customers and adapt to trends and norms?
At XES Shoes, we take our product design seriously. We want to present vast options of our visually pleasing products to our customers. When you can use a generic shoe design and sell that to everyone in the world, you lose out on making the most suitable shoes for a demographic. We wanted to provide Malaysians with the most comfortable shoes, and as stylish as they can be.
For that matter, there is only one way of going about it – to come up with the designs ourselves from the smallest details like stitching to the materials used. We always monitor the industry trend closely to keep up with the latest trends. As such, we can provide the best designs to our customers.
6. Is it always difficult to maintain a balance between functionality and fashion?
The challenge to balance between both functionality and fashion has always been present. It is a fine line that needs to be addressed without compromising either element. That said, we always try to incorporate all desirable aspects into our shoes to make them suitable for any moment and occasion.
7. Of course, the COVID-19 pandemic hit industries hard. How did XES manage to pull through this dark season with the decline of people going out?
Unquestionably the pandemic has affected almost all sectors of the economy, including the footwear industry. As part of the government’s effort to control the COVID-19 pandemic, nationwide lockdowns were initiated. It greatly affected our physical store sales. It is evident that shoe sales have seen a decrease due to the pandemic.
However, we’ve used this opportunity to utilize the existing infrastructure that we already have in place, namely setting up our online store. Seeing the surge in digital applications and operations, our online presence has also grown steadily due to the increase in traffic and digital sales. With faith in mind, I foresee the industry slowly but surely returning to its pre-pandemic status.
8. Are there any interesting, quirky, or even better, inspirational experiences from your entrepreneurial journey that you would like to tell us?
To be honest, the process of starting a business is not an easy one. Many trials and tribulations had to be overcome before my business bore fruit. That said, while it was a painful journey, it was also enjoyable, eye-opening, and humbling at the same time.
What made the business successful today was a combination of patience, hard work, integrity and the never-ending hunger for improvements and innovation. Today when I see people wearing XES Shoes, be it in the park, or in a social setting, it always brings a smile to my face.
One piece of advice that I will provide to all budding entrepreneurs and business owners is to always be on the lookout for new opportunities. Never back down from an idea, even when others say it cannot be done.
9. Are there any plans for expanding XES and its market as of now? What can you tell us about your plans for the future of this company?
I believe we will still be continuing our tradition of crafting shoes for Malaysians for the foreseeable future. Shoes are constantly in demand and we already have the infrastructure to provide Malaysians with the footwear that they deserve. We intend to continue to excel by setting new standards of excellence in shoemaking by creating functional products to represent every moment in life.
Coming into 2022, my team and I are planning on a year-long campaign to celebrate XES’ 20th anniversary. Activities such as charity events, snap and win contests, irresistible offers, and more will be planned throughout the year. This will be an effort to give back to the community that supports and believes in us. That being said, do check out our Facebook page at https://www.facebook.com/xesshoes/ for updates on the latest news and promotions.
10. Finally, what advice would you give to the budding entrepreneurs of this nation?
For aspiring entrepreneurs, there are two tips that I would like to share which is to always be hungry for knowledge and improvement. We all need to start somewhere. Starting from ground zero is no walk in the park. Having that drive to push forward for a company or brand that you believe in will propel your brand to even greater heights.
Secondly, building relationships with key players in the industry could also go a long way. I have suppliers who have been working with me since day 1. They have supported me in both good and bad times, especially when the pandemic hit. Fortunately, they are still supporting us now and I am eternally grateful to them.
Interested to know more about XES and their vast range of footwear? Head over to XES’ online store and check out the latest deals and promotions that are available. Or if you fancy a trip to a physical store, do check out an XES outlet near you!
