Sun Sentinel Palm Beach Edition
Ex-NFL player and son take on shoe giants
Chris Alflen admits he’s obsessed with shoes. He owns more than 100 pair, mostly athletic shoes.
As an artist and designer, Alflen decided he’d like nothing better than to design casual shoes that are lightweight and comfortable to wear, yet have the sporty look he likes.
Fortunately, his father Ted Alflen, who has owned several businesses, had the wherewithal to back his son’s dream. In 2013, the elder Alflen sold his natural deodorant company, TCCD, after it reached $4.5 million in annual sales.
With no direct experience in the shoe business, the Alflens have invested $250,000 in a new company, Skuze shoes, that makes what they call “ultimate lightweight comfort” footwear. From the company’s Pompano Beach headquarters, Skuze is taking on such giants as Nike, Adidas and Skeechers.
CEO Ted Alflen, a former NFL player, said he’s not worried about the massive competition. “You can always guarantee success by selling a good product at a good price,” said Alflen, who was a running back for the Denver Broncos and New England Patriots in the late 1960s.
After research, numerous sketches and many prototypes, the company launched its Skuze casual shoe was launched about a month ago. The small business is working to market the shoe through its website, skuzeshoes.com, and through Amazon Exclusives, which features innovative products.
Skuze shoes are unisex. They come either with laces or as a slipon, in four colors in designs dubbed “Miami” and “Venice.” They sell for $79.99. Skuze shoes are designed to be lighter than athletic shoes, weighing a little over six ounces, and feature an antimicrobial lining to prevent bacterial growth and reduce the foul odor often associated with sneakers, Chris Alflen says.
Ted Alflen believes he can apply his knack for selling to the new shoes, because of their special features. Retailers “are looking for a point of difference — not a me-too [design],” he said.
Keith Anderson, district sales manager for FedEx in Fort Lauderdale, said Ted has been a longtime customer. “He’s very honest, upfront and to the point — someone you could trust,” Anderson said.
Anderson said Ted is particularly pleased to again be working with his son. “He was pretty excited about it, that he and his son were able to launch a joint venture together,” he said.
Chris Alflen, 36, graduated from Florida State University with a degree in graphic design and had experience designing packaging for his dad’s deodorant company. He remained with the company for awhile after it was sold, but now says he’s glad to be back working with his father on his dream product.
Ted Alflen, 69, hopes his son will eventually take over the business operation.
The Alflens went through many prototypes before Chris was satisfied with the quality of materials and lightness of the shoe.
Joseph LoBasso, 52, a hairdresser in Delray Beach, has bought two pairs of Skuze shoes. “I bought my first pair when I went to Europe and walked around Stockholm, Sweden, (in) them.” They were comfortable on his trip so when he got home, he wore them to work whenever his feet hurt. “They’re just incredible,” he said.