The Story of Grisport Canada: Interview with William Hodge
Since 1977, the reputation of Grisport's Italian footwear has been established around the world. Over 45 years of research, innovation and excellence. All these years of improvement to obtain a product of superior quality that is accessible. For Grisport, accessibility is in the price, but also in its location. In order to meet the international demand, Grisport hosts franchises around the world.
Each one of them is motivated by the same objective: comfort, forever. Grisport Canada is no exception. In 2012, the brand set foot on the Canadian territory. Founded by William Hodge, Grisport Canada is now headquartered in Mirabel, Quebec.
The Canadian Grisport franchise offers something unique. Grisport Canada is the best of Canadian pride and Italian know-how. A product made in Italy for Canadians.
That's why this article focuses on the history of Grisport Canada and the journey of its founder. And who better to tell it than the founder himself, William Hodge.
Tell us how you discovered the Grisport brand.
Twenty-five years ago, in 1998, I met for the first time the representatives of the brand in Italy. At that time, I was a representative for a shoe brand in Quebec. I had been doing this job since the 70s. The Canadian shoe factories I represented had several shortcomings. Their business models were not viable and had to close their doors.
I found myself in the late 80's with a customer base to serve, but no product to offer them. It was suggested that I go to Europe where they were launching a big trade show.
So I went there! That's when I discovered Grisport. What you have to understand is that this big international exhibition was only held twice a year, in January and June. It was also the biggest, with about 1400 shoe suppliers. That's a lot of shoes!
As in any field, there were good ones and bad ones! So I had to differentiate the good ones from the bad ones by myself. At first glance, I immediately noticed which suppliers were attracting the most traffic. I then started to question the provider that was attracting the most traffic.
You will understand that Grisport was the one attracting all these people! Every single comment I got was always very positive. That's when my interest in Grisport became a real obsession! We needed a Canadian franchise!
I was very interested in their products and the company... You can't say it was mutual though! It was a big challenge because they kept turning me down! My proposal was justifiable though: distribute Grisport shoes in Canada. We can agree that in Canada, the hiking community is very important. The Canadian market was ready for Grisport footwear, but the company was not.
For me, the introduction of Grisport products to Canada made sense! I didn't quite understand why they were turning me down... I asked around and realized that they had had a bad experience distributing in Canada before.
Convinced that I could do better and filled with determination, I rolled up my sleeves and went back to Europe 6 months later to see the general manager again. I did this 6 to 7 times! You'll understand that's 6 to 7 trips to Italy!
At our last meeting, I took one last chance. I explained to him the potential of the Canadian market and presented him my client list. He finally realized that my determination was well founded. I finally got the OK.
That's when it all started!
What was so unique about Grisport shoes?
At first, I was interested in their casual shoes! Everyday shoes, extremely comfortable. When I first discovered the brand, I was only focused on those collections. As I got to know the brand, I realized that their real specialty was hiking boots!
Grisport boots stand out for their unmatched comfort and variety of products. Then I learned about the history of Grisport, which I think makes the brand even more unique!
Grisport was founded in the 1940's by two Italian brothers who were not satisfied with the hiking boots available at that time. So they created their own product in response to a problem.
What is the hiking community in Canada looking for in a product? How does Grisport benefit them?
First, you should know that the first Grisport product line was the waterproof leather hiking boot. A good boot designed specifically for mountain walking. This is what became their core product. Fortunately, being specialized in hiking, Grisport is always on the lookout for different needs in the market. So the products diversified and evolved.
The hiking community wanted comfortable shoes for all types of feet. Comfort being at the heart of the company's mission, Grisport developed different models to adapt to different physiognomies. Wider shoes and thinner shoes.
Then, Grisport understood that hikers practice their sport year-round, regardless of the seasons and temperatures. So they developed nylon products that are more breathable for summer hiking. But also lined products, warmer for winter hiking.
Don't forget that no matter the model and purpose of the hiking boots, the Vibram sole is ALWAYS a must.
Where can I buy Grisport shoes?
When I first started, I was selling to various merchants in Ontario and Quebec. It was by accident that I met one of the vice-presidents at Costco. I noticed that he was selling shoes from one of my competitors. I explained to him that my Italian shoes had the potential to be sold in his Costcos.
So we did a first test, in 2012, with 12 Costco stores. Grisport Canada's growth followed right away. Now the shoes are sold in Costco's across Canada; Quebec, Ontario, Alberta, British Columbia, and so on!
The distribution in Costco gave us a lot of visibility. On the other hand, there are few models in Costco. Thanks to our website, Canadians can browse through all the models, regardless of their location. Quebecers who live near the Laurentians also have the chance to come and try on the entire inventory directly at the warehouse.
Do you choose the names of the shoes? Where do you get your inspiration?
At the beginning when I started, they had models named Chloe, which is my daughter's name and Nicole which is my wife's name. Gradually, I started to be inspired by cities in Italy to name the shoes. I wanted to stop gendering my products with names. The majority of our products are very unisex, so I chose a more geographical alternative. So we also get inspired by big mountains like Sutton or Dolomites.
What's next for Grisport Canada?
Grisport Canada will continue to expand and improve its offering by developing new technologies. We are listening to our Canadian hiking community and we are continuing to evolve. The current focus is to continue to improve our online shopping magazine services with our website.
We will continue to offer the best in hiking footwear comfort! Grisport Canada is here to stay, Canadians continue to get attached to the brand and its products. Many of our loyal customers are already sharing their love for the brand. Word of mouth is our greatest lever.
You will continue to hear about us, that's for sure!
Testimonials from satisfied customers
Some Google reviews that speak for themselves.
⭐️⭐️⭐️⭐️⭐️
"We have never had walking shoes that are so comfortable.
In addition to being very elegant with their styles and colors.
What good choices my wife and I made by ordering directly from your web page. Thank you for the prompt and attentive service."
⭐️⭐️⭐️⭐️⭐️
"Fast service. Excellent shoes, very comfortable. An orthotic fits easily by removing the sole. I have two pairs of Grisport's and am very pleased with them."
⭐️⭐️⭐️⭐️⭐️
"I have purchased a dozen pairs of boots from your company and am 100% satisfied. I will continue to tell people how comfortable and great your boots are."
⭐️⭐️⭐️⭐️⭐️
"I bought Grisport Helen casual boots at Costco for my daughter...and she wore them for many years. Costco no longer carries it, so I ordered the same one from the website. I was a little disappointed that they only had beige available on the website but still happy to find them. These are the most comfortable shoes ever and they hold up to years of wear without the sole being affected."
Watch the whole interview (in french)