FRANKIE4 Feature Series - Bec Hovey

At FRANKIE4, our success is fueled by the exceptional talent behind the brand. We’re excited to shine a light on the individuals whose passion and expertise are shaping our journey through our new series—FRANKIE4 Feature.

Next up, we’re spotlighting Rebecca Hovey , our Chief Operating Officer.

1. Describe your journey at FRANKIE4 so far??

?I am fortunate to have been part of FRANKIE4 for the past 5 years, in which I started during the week of Covid lockdowns in Australia. What a time to join a company when comfort literally became cool!??

?Initially leading the marketing team, I became very interested in our commercial operations, especially the buying and planning remit. I have always loved where art and science combine forces. Using the inherited knowledge of our unique consumer markets I have been promoted into several roles, now the Group COO.?

As the COO, I lead the commercial department, which encompasses Product Design, Planning & Responsible Practices, Inventory & Supply Chain, and Wholesale teams.?

It has been a thrill to be part of the growth trajectory of FRANKIE4, in which we have expanded into new countries, evolved our brand and product aesthetic and being part of the technical footbed projects recently released onto the market.??

2. What’s the most rewarding part of your job???

This is a combo answer, as it is always exciting to release a style into the world, delve into the online commentary, track sales performance and then deep dive into our verified reviews. This cycle of adrenalin and reward is something else. Most people wearing a pair of our shoes may not realise that every element—buckles, laces, leather palette, soles, and more—is meticulously designed by our Product Design team. Countless hours are spent collaborating across teams to refine the aesthetic and ensure true functionality. So, when our customers notice and appreciate these details, it truly puts a spring in our step.?

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3. What is your favourite FRANKIE4 shoe and why???

This is like choosing my favourite child! Can I choose one per category? Across the summer I have been living in my Tate Linen and Deon Black slides. Sneakers, I can’t go without a pair of Drews. I am, though, an OG Nat White Tumbled gal. I could keep spruiking my favourites but there are so many gorgeous styles I have been fortunate to wear test ready to launch in 2025! Cough Levi, Melrose, Aniston…

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4. Can you share your thoughts on how the footwear industry is changing, and how FRANKIE4 plans to stay ahead of these trends???

Frankly, our approach to contemporary comfort is changing the footwear industry. There is nothing like the technology that we have developed and patented in the global arena. Women expect and deserve footwear that rise to any occasion. From beach holidays, playgrounds, milestone occasions, 20,000+ step days across European cobblestone streets, to office environments; we offer a shoerobe like none other.??

By tapping into the minds of our majority female workforce and utilising our secret weapon of our all-female product design team, we can deliver on what women actually want.???

5. What is one thing you can’t live without???

This would be a tie between my iPhone and snacks. My iPhone to ensure that I am a facetime or message away from loved ones. Snacks, as every mum knows, you never leave the house without some in your handbag.??

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6. Collaboration is key to our success. How do you plan to continue to foster stronger partnerships across departments this year to achieve our business goals???

Meeting business goals is a team effort. I am so grateful for my leadership team and their belief, undeniable support and robust decision-making.?

I am a strong believer in continuous improvement, communication and mentorship.??

Communication: The practice of listening. There is still intel that we can learn from our colleagues. Insights from our retail associates and customer care team and observing our communities fostered by our marketing team to taking the time to dissect our financials.??

Continuous improvement: Everyone is aware of my great love for a good old whiteboard session. During mud mapping processes we can openly discuss pain points and brainstorm ways to test those 1% improvements. ? ?

Mentorship: This is not a linear relationship. There is so much to learn from the most junior members of our team, to the extensive technical footwear expertise within our business. It is making the time to spend with our peers that our business will continue to go from strength to strength.??

7. What is a fun fact people might not know about you???

?I can fire-twirl!?

8. How do you envision our commitment to sustainability and social responsibility evolving this year???

We are thrilled to have joined the global B Corp community in 2024. In 2025 we intend to execute our financial year objectives and continue to work towards our broader roadmap.??

As a consumer, you will see adjustments to packaging and even more enhancements to our product. From an employee perspective, you can read our first responsibility report, take part in one of our amazing volunteer day opportunities, and be part of our impact squad.

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9. As we step into 2025, what are your key priorities for FRANKIE4, and how do you envision our growth this year???

The endless possibilities! Recently, together with our Global CEO, Hilary McMillan and CFO, Matt Martin , we took a moment to reflect on what has been achieved across the business in the past year alone.??

Whilst many of our regular tasks are in constant refinement including our buying strategy and production schedules, I’m really focusing on how we can hone these. Inventory is a significant cost line in our business, but it is through honest conversations and empowerment of our internal talent that we can have the greatest impact.??

With a US lens, we are thrilled to expand our footprint into more stores across America.?We have many stockist partners launching our fabulous Spring/Summer product in the coming weeks.???

Finally, from a local AU perspective, we have such a loyal customer base (some who do own 40 pairs+ mind you) but more excitingly there is a growing cohort of our sisterhood who have only recently learnt about our brand. I can’t wait for the product drops that are in the pipeline, they truly encapsulate the Aussie lifestyle.?

Stay tuned for more captivating stories in our FRANKIE4 Feature series, where we’ll highlight the exceptional individuals driving our mission. From behind-the-scenes glimpses to inspiring career paths, there's much more to look forward to. Be sure to watch for our next feature—you won’t want to miss it.