On the surface, it's as American as can be: edgily designed sports-inspired shoes, Soho chic and fashionably urban.

But the newest retail shoe brand phenomenon to hit the US - Jump - comes from Taiwan!

Jump's shoes are designed with urban style but comfortable enough for everyday use - and they sell at an affordable price point for deluxe sneakers through to 'casual couture' shoes.

Retail brand designer Francesco Cordua says the key to its success as a brand is a strong connection to the young, fashionable, urban consumer who "craves a blend of style and comfort at a reasonable cost".

"It consistently delivers a line of products that ranges from hipster flash sneakers to flirty feminine wedges."

Jump's actually been around since 1975, its roots in a family-owned footwear manufcaturing company. After consolidating its market position in Asia, it recruited an innovative Spanish design team in 2002 to help launch the brand into Europe.

The attractive merger of Asian cool with European flair gained the attention of Christian Monderer, scion of another footwear family business, who introduced the brand to Parisian retailers Printemps and Galeries Lafayette, says Cordua.

A successful Japan roll-out followed. And then the US, where it was initially sold through Nordstrom's, Macy's and online giant Zappos.

The Soho store is its first stand-alone shop in the US - and at just 800sqft very much a boutique rather than a giant banner-bearing flagship.

Cordua, whose design credits include the Tiffany's flagship make-over in Fifth Avenue - describes the Jump store as "visually merchandised to the hilt".

"It gives consumers the opportunity to shop the entire collection in an environment that showcases the full brand experience."

Tapping into popular culture has driven sales through the roof in the US - television footage of an American Idol contestant wearing its shoes propelled an 1800 per cent rise in that model's sales. Sports star endorsements have driven broader volume growth.

By opening further flagship stores in key markets throughout the US Jump hopes to reinforce its consumer following and increase sales through its retail partners.