Joshua Swift is his own target audience: a recreational runner sick of paying too much for fancy running shoes from brand-name companies.
And he figured he wasn’t the only one. So Swift and business partner David Maceroni created their own shoe company. Dash Running LLC started selling a single product – a unisex running shoe for $70 – in April.
Swift, who works full time as a supply chain director for a local manufacturer, capitalized on his industry expertise to bring the direct-to-consumer model to his new venture. Dash’s shoes avoid the markups associated with traditional brand-name footwear by working directly with manufacturers in China, which ship the finished product back to a warehouse in East Providence, no middleman required.
The simplicity cuts unnecessary expenses and creates some financial flexibility for the company to fulfill its philanthropic goals. For every nine pairs of shoes sold, Dash donates a pair to a Boston youth mentorship and running program called Sole Train Boston.
Swift is considering a second shoe design and more sizes, but otherwise has no plans to expand. There is also no physical storefront – shoes are sold online and at certain race events in the state.
Nancy Lavin is a PBN staff writer. Contact her at Lavin@PBN.com.