Flat Out of Heels

The Solution to Stiletto Sore Feet

Flat Out of Heels

The Solution to Stiletto Sore Feet

Miami Beach, FL
Consumer Products
Technology
Flat Out of Heels makes rollable ballet-style flats that can be used as an emergency flat or worn for an everyday look. These shoes have taken up residence in the purses of celebrities ranging from WNBA star Swin Cash to actress Eva Longoria, with features in publications such as MSNBC, CNN, Yahoo, Huffington Post, Forbes, Fortune, and more.

$141,902

raised
452
Investors
$6M
Valuation
$22.87
Price per Share
$160.09
Min. Investment
Units
Security Type
Equity
Offering Type
$250K
Offering Max
Reg CF
Offering

$141,902

raised
452
Investors
$6M
Valuation
$22.87
Price per Share
$160.09
Min. Investment
Units
Security Type
Equity
Offering Type
$250K
Offering Max
Reg CF
Offering

Rewards

Get rewarded for investing more into Flat Out of Heels:

$160+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$1,000+
Investment
Silver Tier
Invest $1,000 and receive 2% Bonus Shares.
$2,500+
Investment
Gold Tier
Invest $2,500 and receive 5% Bonus Shares.
$5,000+
Investment
Platinum Tier
Invest $5,000 and receive 10% Bonus Shares.

Reasons to Invest

Flat Out of Heels is an established company with a decade of experience and sales under its belt.
With a new CEO at the helm, Flat Out of Heels has renewed energy and is excited to expand its reach utilizing more vending machines in 2021 to make getting access to our rollable flats easier while on the go.
Many celebrities have endorsed this product, including Eva Longoria, Swin Cash, Loren Ridinger, and more.

Flat Out of Heels is on a mission to empower women to be both fashionable and comfortable

Founded in 2011 by serial entrepreneur and inventor Dawn Dickson, Flat Out of Heels offers stylish, comfortable, and rollable flats to relieve women’s aching feet from hours of wearing heels. The machine-washable flats are compact enough to fit in a clutch purse but durable enough for daily wear and come rolled tightly in a disposable box with a shoe bag conveniently included with the purchase. The product is available online, in stores, and vending machines across the US.  

Now, with 10 years under its belt, Flat out of Heels is starting a new chapter, focusing on expanding its vending machine presence and sales with a new CEO, Danielle Shortt ready to lead the charge.

The Problem


Women everywhere are suffering in the name of fashion

For all the high-heel hype, there’s one thing this shoe has never mastered: comfort. Heels quickly become uncomfortable—and sometimes downright painful—after just a few hours, leaving wearers stuck between a heel and a hard place.

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Most women report that their high heels start to hurt after just over an hour, with some reporting they start to feel pain after just ten minutes.  And when the pain is too much, women are forced to either suffer through the pain, pack an extra pair of shoes, or resort to walking around barefoot!


It creates the question: do you forsake style for comfort, or is there a better option?

The Solution


Stylish, compact, sturdy flats that sacrifice nothing but the height

Flat Out of Heels provides sweet relief for feet that just can’t take it anymore. Our rollable flats are compact enough to be carried as emergency footwear and durable enough to be worn all day for continuous comfort and style.

In addition to being sold online and in boutiques globally, Flat Out of Heels dispenses its flats out of PopShop vending machines, making it easy for women to get immediate relief on the go from the pain that plagues them after hours of wearing heels.

Previous Flat Out of Heels vending machines have been successfully placed in locations such as the Atlanta Airport, Club LIV and Bayside Marketplace in Miami, and the MGM Grand Hotel in Las Vegas. Last year, we were thrilled to be the first brand to be seen in a PopShop smart vending machine and now we have secured a vending machine partnership with PopCom, with 7 machines already sold to be launched in Q2-2021.

The Market


When it comes to trendy footwear, comfort is catching up with style

Approximately 72% of women wear high heels at least some of the time, with 39% wearing them daily. Of these women, more than half report foot pain as a result of their heels.


Perhaps, as a result, the shoe flats market is growing, selling out 8.9% higher year over year. 

We have our target market segmented into four audiences: Teenage Girl, Collegiate Woman, Professional Woman, and Socialites. They are segmented by what they do most in heels -- travel, nightlife, work commute, etc -- appealing to their individual needs in our marketing campaigns.

Our Traction


Sales, partnerships, vending machines, and more

We have seen successful sales in the years since our 2011 launch, with 90% of our sales coming from online purchases and products sold in over 65 retail stores globally. We were accepted into Goldman Sach’s 10,000 Small Business Program in 2017 and in 2019 we secured a partnership with DSW Shoes.

Flat out of Heels has been featured on MSNBC, CNN, Yahoo, Huffington Post, Forbes, Fortune and other top publications. We are also proud to have multiple celebrity endorsements including Loren Ridinger, Eva Longoria, Kandi Burruss, Meagan Good and Lala Anthony.


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What We Do


We don’t want to ditch the heels; we want to supplement them with something supportive

Flat Out of Heels’ rubber soles are simultaneously durable and rollable, able to be tucked away or unpacked at a moment’s notice. This makes them a perfect solution for the person who wants a break from their heels but doesn’t want to ditch them entirely. 

We select high-quality materials that are machine washable and dryer safe. Upon purchase, customers also receive a beautiful, branded vinyl bag in which they can place their Flat Outs (before use) or high heels (once removed).

The Business Model


Producing a useful shoe at a reasonable price

Flat Out of Heels retail at $29.99 and wholesale at  $10. Our flats retail on our website, in retail boutiques and in vending machines for $24.99, with certain styles going for $39.99, and cost just $3 to produce, leaving us a margin of 75%. 


Flat Out of Heels are available for customization, which has been the staple of our revenue from 2017-2020 while our Founder focused on building out the vending machine program. Flat Out was B2B only for two years and relaunched the B2C store in 2020. 

How We Are Different


Women run, women supported

We’re a woman-owned business that seeks to empower other women by solving a problem we ourselves have experienced. 

Our creative distribution strategies, like selling our flats in vending machines gives us an important edge of convenience and innovation. 


We make sure our flats do not cut corners on quality like other competitors we have seen. Our hard, durable soles roll and fold, but are also hard enough for daily wear and keeping out unwanted rocks or glass. 

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We believe our celebrity endorsements—all unpaid—demonstrate just how much of an impact we’ve been making.

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The Vision


Stepping up our game with a new CEO

We believe we have only scratched the surface of what we can do, and with motivated and energetic new leadership, we’re poised to take things to the next level.

OUR LEADERSHIP


Our team has been rolling out results for almost 10 years

After running Flat Out of Heels since its founding in 2011, founder and former CEO Dawn Dickson passed the reigns of her successful company over to our new CEO, Danielle Shortt in August 2020.

Danielle has almost a decade of experience delivering dynamic, competent, powerful and exceptional results in the marketing realm, including experience she gained as a digital marketing strategist at our very own Flat Out of Heels. 


She is motivated and extremely knowledgeable about industry trends and customer behavior needs—and she’s ready to take over and give Flat Out of Heels the support it needs to continue to roll out results.

Why Invest


As people scrap their slippers, it’s the perfect time to invest in footwear

As vaccines roll out and the world begins to open back up, we wouldn’t be surprised if high-heel fanatics out on the town have forgotten just how much heels hurt. 


We believe that the implementation of new Flat Out vending machines in strategic locations all over will be perfectly timed with a resurgence in Americans’ social lives.

In the Press

Marcus Lemonis says don’t sell, it may be the next big thing!
May 29, 2014

Flat Out of Heels sells rollable ballet flats for women. CEO Dawn Dickson launched the Miami-based company in 2012, and the product has been selling like crazy ever since. She even started a second company to build vending machines to sell them.

Is this product Flat Out of Heels the solution to stiletto sore feet?
September 28, 2015

f you’re like most fashionistas, you probably love heels but can only wear them for so long. Dawn Dickson the Founder of Flat Out of Heels has a solution for stiletto sore feet. Her rollable ballet flats are durable enough for daily wear but compact enough to carry in a clutch purse.

Flat Out of Heels Announces New CEO as Company Approaches 10th Anniversary
December 7, 2020

Flat Out of Heels is pleased to announce the appointment of Danielle Shortt to the position of Chief Executive Officer. Founded in 2011, the company is enjoying massive success for its innovative rollable flats designed to relieve women from the pain of wearing heels for hours.

THIS CEO FLIPPED FRUSTRATION INTO SHOES WOMEN CAN GET FROM VENDING MACHINES
April 16, 2016

In February 2011, during a night out on the town, Dawn Dickson experienced something many women face on a daily basis. “I was out one-night wearing stilettos and my feet were killing me. I thought to myself ‘why aren’t there vending machines that sell flats so that I can get some relief...

Fixing Footwear Blues, the Unattended Way
January 17, 2018

The newly released Retail Kiosk Report, in collaboration with USA Technologies, tracks the growth and the use cases across 11 retail segments. Plus, Flat Out of Heels founder Dawn Dickson takes us inside one of the segments driving that growth: kiosks that sell shoes.

Offering Summary


Company

:

Flat Out of Heels LLC

Corporate Address

:

1521 Alton Road, 592, Miami Beach, FL 33139

Offering Minimum

:

$9,994.19

Offering Maximum

:

$249,991.97

Minimum Investment Amount

(per investor)

:

$160.09











Terms


Offering Type

:

Equity

Security Name

:

Class B Non-Voting Units

Minimum Number of Shares Offered

:

437

Maximum Number of Shares Offered

:

10,931

Price per Share

:

$22.87

Pre-Money Valuation

:

$6,001,248.09











*Maximum Number of Shares offered subject to adjustment for bonus shares. See Bonus info below.

Time-Based:

Friends and Family Early Birds

Invest within the first 48 hours and receive additional 10% Bonus Shares.

Super Early Bird Bonus

Invest within the first week and receive additional 7% Bonus Shares. 

Early Bird Bonus

Invest within the first two weeks and receive an additional 5% Bonus Shares.

Amount-Based:

Silver Tier | $1,000

Invest $1,000 and receive 2% Bonus Shares.

Gold Tier | $2,500+

Invest $2,500 and receive 5% Bonus Shares.

Platinum Tier | $5,000+

Invest $5,000 and receive 10% Bonus Shares.

*All perks occur when the offering is completed.

The 10% StartEngine Owners' Bonus

Flat Out of Heels, LLC will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 Class B Non-Voting Units at $22.87 / unit, you will receive an additional 10 units, meaning you'll own 110 units for $2,287. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investors' eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

The Company will not incur any irregular use of proceeds.


Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$20,595.00 USD
$4,834.00 USD
Cash And Cash Equivalents
$678.00 USD
$3,893.00 USD
Accounts Receivable
$0.00 USD
$0.00 USD
Short Term Debt
$180,676.00 USD
$187,680.00 USD
Long Term Debt
$0.00 USD
$0.00 USD
Revenues And Sales
$13,492.00 USD
$48,135.00 USD
Costs Of Goods Sold
$1,691.00 USD
$22,112.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
$22,766.00 USD
-$7,734.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

Notice of Funds Disbursement

1 day ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Flat Out of Heels has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Flat Out of Heels be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Q&A with Flat Out CEO Danielle Shortt

3 days ago

Greetings Flat Out of Heels investors and supporters! Thank you for contributing to our campaign, we are still focused on meeting our $250,000 goal by the end of the summer and we have some exciting updates to share with you. 


Many of you have requested to have meetings with us to ask specific questions about the business and your investment. While we are not able to speak with every investor one on one, we are now hosting #AMA 'Ask Me Anything" sessions for investors to connect with our CEO Danielle Shortt. The next TONIGHT, July 22, and the next one is July 29. You can join at https://www.instagram.com/flatoutofheels/



Notice of Funds Disbursement

12 days ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Flat Out of Heels has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Flat Out of Heels be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Notice of Funds Disbursement

about 2 months ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Flat Out of Heels has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Flat Out of Heels be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Notice of Material Change in Offering

2 months ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Flat Out of Heels offering. Here's an excerpt describing the specifics of the change:


Flat Out of Heels decreased their offering maximum.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

VIDEO: The Breakfast Club interviews Flat Out Founder

3 months ago

Flat Out of Heels Founder and Executive Chairman was featured on nationally syndicated morning show The Breakfast Club this week. Dawn talked about how she started Flat Out of Heels, what led to her selling flats in vending machines, and the importance of investing for wealth creation. Check out the replay HERE and below. 






Flat Out Launches New Vending Machine in Texas

3 months ago

We are excited to announce that our second Flat Out of Heels PopShop machine is now live in Stonebriar Centre in Frisco, Texas (outside of Dallas). The machine is independently owned and operated by Flat Out customer Vision Tactus. If you are in the Dallas area please check out the machine, make a purchase, and post a picture (don't forget to tag us)! 


We are launching more PopShop machines soon as a part of our partnership with PopCom and the  PopShop Local program. If you, or anyone you know, is interested in owning a Flat Out machine please go to www.PopCom.Shop and complete the form. Exciting times ahead!!



Flat Out Founder Featured in Forbes and Entrepreneur Magazine

3 months ago

We are excited that Flat Out of Heels Founder and Executive Chairman, Dawn Dickson-Akpoghene, was featured in Forbes Magazine in the March issue. Dawn was named on the Inaugural Forbes 'Next 1000' List for entrepreneurs redefining the American dream. The Forbes team traveled to Columbus, Ohio to film Dawn in the PopCom office. PopCom is the creator of the Flat Out of Heels vending machine, the PopShop, you can see the Flat Out of Heels machine in the video. CLICK HERE TO WATCH.


Dawn is also featured in the March issue of Entrepreneur Magazine and online. CLICK HERE to read the article.




 





Notice of Material Change in Offering

3 months ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Flat Out of Heels offering. Here's an excerpt describing the specifics of the change:


Flat Out of Heels decreased its offering max.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

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