Golden Goose’s investment in product repairs and customization is paying off

Golden Goose’s five Forward stores, which offer a range of services including product repairs, have been key to driving the demand for the brand as it ingrains customizable design and longevity into its customer journey. 

The company, known for its “worn-in” footwear aesthetic, opened two new Forward stores in 2023, including its second Miami store and a location in Paris. It already had Forward stores in NYC’s SoHo, as well as in Dubai and Milan.

The Forward stores offer a range of features based on the brand’s Forward Agenda, a sustainability initiative centered on repairing, remaking, reselling and recycling footwear. This includes a full-scale repair service for sneakers and apparel from any brand. There’s also a customization station, where shoppers can add adornments, distressing or embroidery to products. And, finally, they can bring in products to resell or recycle.

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