Jonak: A Shining Example of Omnichannel Success 

Jonak started by making shoes for nuns, and now they're a brand on a hit show like Emily in Paris!

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Founded in 1964, this family-owned business has carved a unique niche, offering high-quality, stylish footwear at accessible prices. 

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Their dedication to quality, innovation, and understanding their evolving customer base has been key to their success.

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Let’s explore Jonak's journey, from a single Parisian boutique to a global omnichannel brand with a thriving online presence! 

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1. Jonak’s history: A distinctive brand positioning

1.1 A family legacy spanning over three generations 

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Established in 1964 by husband-and-wife Marcel and Josette Nakam, Jonak began as a single boutique in Saint-Germain-des-Près. 

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Did you know? The name is a fusion of the first syllable of his wife Josette and son Joseph's name with the one for their family name Nakam! 

It symbolises the family-oriented spirit that would define the brand for generations to come.

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They started by selling orthopaedic shoes for nuns (as they were close to many convents!) and being a retailer of brands like Birkenstock and Scholl.

Marcel’s son, Joseph, played a pivotal role in Jonak’s transformation. Recognising the changing taste of his generation, he steered the brands towards trendy and stylish footwear.

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Today, the company is managed by the third generation, with Marcel Nakam Jr. as co-CEO and Lisa Nakam as General Manager.

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1.2 Embodying Parisian Chic with high-quality footwear 

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Jonak is renowned for its meticulous focus on quality, producing shoes in Europe—primarily in Spain, Italy, and Portugal. 

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By producing smaller batches (100-200 pieces per colour), Jonak adeptly tests market trends, allowing rapid adaptation to consumer preferences while maintaining fair pricing. 

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Despite not being a luxury brand, Jonak sits comfortably in a niche between high-street and high-end, with prices ranging from £95 for sandals to £315 for cowboy boots. 

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In 2022, Jonak’s successful strategy led to over €50 million in revenue, marking a 20% growth from the previous year.

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2. Decoding Jonak's marketing magic: A recipe for success

2.1 Strong social media presence and customer engagement

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Faced with a need to stay relevant, Jonak has undergone a remarkable comeback in recent years. A key driver is their strategic use of social media and influencer marketing. 

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As early adopters of platforms like Instagram and TikTok, they've built a strong online presence that resonates with their target audience (young and social media-savvy women).

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Their strategy is to focus on authenticity and brand fit to create a loyal community. 

They mostly share product photos, style inspiration, and behind-the-scenes content about product fabrication. 

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^{587k+ followers on Instagram (#jonak with 53k+ posts!), 231k followers on TikTok, and 1.1M+ monthly views on Pinterest}

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2.2 Strategic influencer campaigns to target new audience 

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They strategically collaborate with influencers across platforms to create engaging content integrating Jonak's footwear into cool lifestyles.

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In 2017, they teamed up with influencer Lily Rose to create a unique photo exhibition in Paris. 

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Lily Rose travelled the world for six weeks with Jonak shoes, capturing them in stunning photos. 

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These photos were displayed in a pop-up art gallery with proceeds going to a women's empowerment charity. 

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More recently, they partnered with Lena Situations (one of the most famous French influencers) and organised a gifting contest. The videos racked up more than 800k views! 

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This approach has boosted brand awareness, attracted a younger audience, and significantly increased sales (25% of their sales came from Instagram in 2021!).

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Jonak's marketing strategy is a prime example of how a brand can reinvent itself and connect with a new generation by understanding its audience and leveraging the power of social media.

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3. Jonak’s omnichannel excellence: The key to their growth 

3.1 Evolving from pure player retail to digital transformation

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Jonak's success is built on continuous adaptation. 

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From expanding across Paris to entering international markets and major department stores like Galeries Lafayette, Jonak has mastered the art of omnichannel retailing. 

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Recognising the digital shift, they launched their e-commerce website in 2013, generating almost 50% of their current sales. They were one of the first French brands to do so! 

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^{In 2023, they even achieved €1M in sales on their website in only one day!} 

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Jonak perfected testing new markets through department store corners. 

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In the Netherlands, for example, they started by building an online presence on Bijenkorf's website for a year. 

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Seeing success online, they opened physical corners within the stores. Now boasting three locations (Amsterdam, Rotterdam, Maastricht), Jonak ranks among Bijenkorf's top 3 contemporary sellers.

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Today, with over 90 points of sale worldwide, they truly set the standard for omnichannel retail growth. 

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3.2 Seamless integration of online and in-store experiences

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For Jonak, social media conveys messages, builds loyalty, and creates desirability. 

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Their stores and website must then convert this engagement into sales through immersive experiences.

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On the website, they have a dedicated blog "The Journal" and a "Lookbook" section where you can easily check the model and add it to your cart!

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This curated content features fashion trends, styling tips, and collaborations with inspiring women, keeping their audience engaged and coming back for more! 

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Jonak elevates the retail experience by incorporating luxury codes and innovative concepts. 

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Their boutiques resemble Parisian flats, creating a welcoming and cosy atmosphere with high-quality materials and well-chosen furniture.

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They have a team of in-store stylists equipped with tablets for personalised assistance and digital kiosks keep customers engaged with Jonak’s latest collection. 

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They also capitalise on direct and 1:1 communication with their clients through WhatsApp to create deeper connections with their clientele. 

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By adapting to evolving consumer preferences and embracing innovation, Jonak remains a leader in the shoe market.

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Jonak's transformation from a small Paris shop to a major global player is a fantastic example of how brands can evolve and thrive. 

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This journey, shaped by a family's passion and smart moves, shows what's possible when you blend tradition with innovation. 

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As Jonak continues to win hearts with its stylish, timeless footwear, it begs the question: What's next for them? What opportunities might arise as they continue to explore the balance between physical presence and digital engagement?

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