From Reality TV to Foot Locker: The Sweet Success Story of Pastry Sneakers
Angela Simmons reminisces about the rise of Pastry, a successful fashion brand from the late 2000s that reached annual sales of $75 million and rivaled Jordan Brand at Foot Locker. Together with her sister Vanessa, they launched the footwear line in 2007, gaining popularity during their reality TV show. The brand's growth from $15 million to $75 million during the show surprised them, especially when they found out they were competing with Jordan.
Pastry's success stemmed from filling a gap in the market for women's sneakers designed by women who understood fashion. The brand's unique designs and playful dessert-themed colorways like Red Velvet and Chocolate Moose made it stand out. The overwhelming response from consumers, with thousands lining up at Foot Locker stores for autographs and purchases, highlighted the brand's appeal.
The distinctive dessert theme of Pastry sneakers, complete with scented versions and cake box packaging, captured the attention of consumers. The brand expanded beyond footwear into apparel and accessories before transitioning into a dance-focused brand. Today, Pastry is renowned for its split-sole dance sneakers worn by dance teams at various levels, with Vanessa Simmons leading the brand's creative direction.
Simmons acknowledged the role of reality TV in propelling Pastry's success, providing a platform for the sisters to showcase their business. The exposure from the show enabled them to travel worldwide and establish a global presence. The journey of Pastry from a celebrity-backed startup to a prominent women's sneaker brand is a testament to the sisters' entrepreneurial spirit and creative vision.