LONDON — The Spanish sneaker brand Hoff founded by Fran Marchena in 2017 is marking a new stage of its business.

The brand has appointed David Tourniaire-Beauciel head of design and he will oversee the brand’s creative direction.

He previously worked at Balenciaga, where he helped create the Triple S sneaker and the sock-sneaker hybrid, otherwise known as the Speed sneaker.

Tourniaire-Beauciel has also held positions in a design capacity at Chloe, Jean Paul Gaultier, Maison Martin Margiela, Givenchy and Ferragamo.

“For me Hoff has in its DNA playfulness, colorations, energy, freshness and of course a democratic approach. I need to maintain this, but explore more and deeper these characteristics,” he said.

“For sure, I want to keep the DNA of the brand, but adding  new concepts, new constructions, maybe exploring more possibilities in terms of design.”

The designer added that it’s important to keep Hoff’s “democratic aesthetic and price positioning.”

Tourniaire-Beauciel is on a mission to grow the young brand, which was founded in Elche, Spain.

Hoff’s founder Marchena said that with the appointment of Tourniaire-Beauciel, the brand is “pushing boundaries and reimagining what sneakers can be. This collaboration signals a bold new direction for Hoff — one rooted in creativity, design mastery, and global aspiration.”

The brand has quickly scaled with its discreet sporty sneakers. Hoff is now a 66 million euro business with more than 30 stores in Spain, the U.K., France, Portugal and Colombia.

Its wholesalers include John Lewis, Schuh, Jones Bootmaker and Oliver Bonas.