MANILA, Philippines – Global footwear brand FitFlop celebrated a major milestone with the grand opening of its newest store located on the Level 2, The Annex, SM North Manila, held last November 26, 2025. The anticipated event was highlighted by a ceremonial ribbon-cutting, led by representatives from its exclusive local distributor Whiteplane Inc., joined by special guests, media partners, and longtime supporters of the brand.
Attendees had the opportunity to explore the latest Fitflop collections up close, experiencing firsthand the signature mix of style, innovation, and comfort the brand is known for. The vibe was festive and relaxed, with music, conversations, and plenty of photo-worthy moments. It wasn’t just a store launch–it was a full-on celebration of movement, comfort, and all things Fitflop.
The opening of the SM North is part of Fitflop’s strategic rollout across key cities in the Philippines, signaling the brand’s refreshed brand identity and commitment to re-establishing its retail footprint in the country. With a refreshed identity, FitFlop is doubling down on its mission to help more Filipinos move better and feel great–one stylish step at a time. The event wasn’t just about opening new doors, but was about welcoming a new era of fashion-meets-function footwear to the local scene.
About FitFlop
Having first entered the Philippine market in 2018, FitFlop reemerged with fresh momentum earlier this year through a strategic partnership with Whiteplane Inc. This collaboration marks the renewed commitment to growing the brand locally and bringing it closer to Filipino consumers, aligning with FitFlop’s global mission to deliver comfort without the compromise.
Founded in 2007 by entrepreneur Marcia Kilgore, FitFlop was built on a bold idea: that footwear can be both fashionable and engineered for serious comfort, blending cutting-edge biomechanical engineering with modern, versatile style. This innovative formula powered the success of its very first product, the WalkStar 1 sandal, which quickly became a global phenomenon. The same blend of science and style continues to heavily define the brand today.
Now found in over 80 countries, FitFlop has a global presence with more than 5,000 stores worldwide, 2,000 retail partners, and 33 trusted distributors. With concept stores across the UK, US, Europe, the Middle East, India, and the Asia Pacific, the brand continues to push boundaries in style, comfort, and everyday wearability.
FitFlop’s Journey in the Philippines
As part of this focus, FitFlop is actively reestablishing its presence in key retail hubs nationwide. With the brand’s momentum picking up speed, Fitflop is actively strengthening its presence in the Philippines. Flagship stores are being revamped to reflect the brand’s elevated global look, while the opening of additional stores are popping up in high-traffic malls across Metro Manila and beyond. Each store showcases the brand’s signature look and enhanced customer experience, bringing FitFlop’s comfort technology closer to longtime fans and new customers alike–complete with Fitflop’s signature aesthetic and of course, plenty of comfortable, stylish footwear.
In line with the SM Northl store opening, FitFlop now aims to empower more Filipinos to move freely and confidently in their day-to-day lives–helping them move better, feel great, and live life to the fullest.
What’s Next for FitFlop Philippines?
Fitflop’s comeback is just getting started. Following the successful launch of its store in SM North, the brand is poised to continue its nationwide expansion with more store openings already in the pipeline. Over the next several months, Fitflop fans across the country can once again experience footwear that’s both stylish and engineered for comfort.
Whether you’re a longtime fan or discovering the brand for the first time, there’s never been a better time to find your perfect FitFlop fit.
