OPPFR

OPPFR is a brand consulting and digital commerce partner that helps emerging and established brands expand their online presence across global markets.

We work closely with fashion, lifestyle, beauty, sportswear, footwear, and consumer brands to develop scalable growth strategies, optimize digital operations, and improve customer experiences throughout the commerce journey.

From brand positioning and creative direction to marketplace onboarding and operational support, our team combines strategic consulting with practical execution, helping ambitious brands launch faster, grow smarter, and operate more efficiently.

Tom Astrella
Co-founder
Tom Astrella
Co-founder
Place of Birth Born in London, England.
Background Studied Product Design at Middlesex University, graduating in 2003.

Began an internship at Puma before moving onto a full time position in 2004, designing footwear across a number of ranges: 96 Hours, Black Label, McQueen and Mainline.

Role Co-founded The OPPFR in 2009, with Hector Rubio.
Interests Futurism, documentaries, buying things I don’t need.
Favourite Shoe Nike Air Mag.
Hector Rubio
Co-founder
Hector Rubio
Co-founder
Place of Birth Born in Fuenmayor, Spain.
Background Studied Product Design and Development, specialising in footwear, at Cordwainer’s College at The London College of Fashion.

Completed work placements in Spain and China, gaining first hand experience of manufacturing processes.

Worked for French Connection, Ben Sherman, Te Casan and Puma.

Role Co-founded The OPPFR in 2009, with Tom Astrella.
Interests Family, travel, music, football.
Favourite Shoe Nike Air Max 90, New Balance 1300.
Alejandra Paredes
Sr. Operations Manager
Alejandra Paredes
Sr. Operations Manager
Place of Birth Born in Cali, Colombia
Background Studied Fashion Design Foundation course and after a Fashion Business BA at Istituto Marangoni London.

Joined We are Talent as part time Events and Hospitality Manager. Afterwards Joined Sé Interior Design as a Logistics and Operations Assistant.

Role Senior Operations Manager, with The OPPFR since 2018.
Interests Food, Travel, Cooking, Gymnastics
Favourite Shoe Nike Free Flyknit 3.0, Valentino Rockstud leather sandals
Harry Brickwood
Design Director
Harry Brickwood
Design Director
Place of Birth Born in Berkshire, England.
Background Studied Graphic Design in Bath. Ultimately decided to follow his passion and in 2003 began working in the footwear industry for Dr Marten’s.

After a brief stint at license company GBMI, Harry joined Puma in 2008, working for the Blackstation Design team in London.

Whilst there he met Tom and Hector and together they collaborated on numerous fashion and lifestyle footwear projects.

Role Design Director, with The OPPFR since 2012.
Interests Art, film, travel, music.
Favourite Shoe Vans Old Skool, Jordan XI, Jordan Future.
Tom Matic
Design Director
Tom Matic
Design Director
Place of Birth Born in Northampton, England.
Background Studied Automative Design at Coventry University. Began working for The OPPFR in 2011 but in 2012 moved to Manchester following an opportunity to work on performance products for Umbro.

Came back to The OPPFR in 2013.

Role Senior Footwear Designer, with The OPPFR since 2011.
Interests Football, running, music.
Favourite Shoe Nike Air Jordan XI / Nike Ronaldo R9.
Isabel De La Roche
Trend, Colour & Material Director
Isabel De La Roche
Trend, Colour & Material Director
Rob Haddock
Design Manager
Rob Haddock
Design Manager
Place of Birth Born in Lancashire, England.
Background Moved to London from Blackpool to study Footwear Design at Cordwainer’s College at the London College of Fashion.

Completed degree in 2012, after spending a year on work placement with The OPPFR.

Joined The OPPFR and is the longest serving member after Tom and Hector.

Role Senior Footwear Designer, with The OPPFR since 2011.
Interests Cycling, footwear.
Favourite Shoe Nike Air Jordan 1 BRED, Adidas Predator (Original).
Charlie Astrella
Sr. Footwear Designer II
Charlie Astrella
Sr. Footwear Designer II
Place of Birth Born in London, England.
Background Studied Computer Animation at Teesside University, specialising in character design and pre-production.

Worked for seven years as a retoucher, visualiser and CGI artist for various brands including Adidas, Nike, Electronic Arts, Virgin and KFC.

Role Senior Footwear Designer, with The OPPFR since 2016.
Interests Drawing, games, music, football.
Favourite Shoe Nike Air Max 90.
David Dooley
Sr. Footwear Designer II
David Dooley
Sr. Footwear Designer II
Place of Birth Born in North Yorkshire, England.
Background Studied Footwear Design at De Montfort University and Royal College of Art, graduating in 2008.

Began an internship at Puma before moving on to work with other brands such as Ben Sherman and Le Coq Sportif, based in Paris.

Role Senior Footwear Designer, with The OPPFR since 2021.
Interests Music, travel, basketball, Yorkshire Tea
Favourite Shoe Adidas KB8 (97’), Nike Air Moc.
George Hodson Walker
Sr. Footwear Designer II
George Hodson Walker
Sr. Footwear Designer II
Place of Birth Born in Burton-upon-Trent, England
Background Studied Product Design at Coventry University of which involved a placement year at FILA UK as an accessories design intern.

Joined The OPPFR as a Design Intern in 2016.

Role Senior Footwear Designer, with The OPPFR since 2016.
Interests Football, golf, cricket... any sport.
Favourite Shoe Adidas Predator Mania (FG)
Sandra Plantos
Sr. Footwear Designer I
Sandra Plantos
Sr. Footwear Designer I
Place of Birth Born in Romania, raised in Dublin.
Background Graduated with a Masters in Architecture at University College Dublin, Ireland in 2013. Worked for various architectural practices in Dublin, Barcelona and London.

Proceeded to study a Masters in Fashion Footwear at the London College of Fashion in 2014.

Winner of The Cordwainers’ Dato Jimmy Choo Award 2015.

Upon graduation in 2016, Sandra worked briefly for Designer Mira Mikati, after which she joined The OPPFR as Design Intern.

Role Senior Footwear Designer, with The OPPFR, since 2016.
Interests Culinary Connoisseur, Fitness Fanatic, Health Hippie, Fashion Fiend and Sun Seeker.
Favourite Shoe Stuart Weitzman Over-the-Knee boots / owns a small collection of very ‘lived-in’ Nike gym trainers.
Martin Francis-Bates
Footwear Designer II
Martin Francis-Bates
Footwear Designer II
Place of Birth Born in London, England.
Background Studied Product Design at Coventry University.

Formerly a Footwear Designer at Puma Sportstyle and interned at Adidas Football.

Role Footwear Designer, with The OPPFR since 2022.
Interests Drawing, games, music, football.
Favourite Shoe Adidas F50+.
Oscar Ko
Footwear Designer II
Oscar Ko
Footwear Designer II
Place of Birth Born in Taipei, Taiwan.
Background Holds a BA in Industrial Design from Chaoyang University of Technology and an MA from Central Saint Martins, where the final project was nominated for the LVMH Maison/0 award.

Began a footwear design career as an intern with The OPPFR in 2018, later joining 361° as a Performance Footwear Designer.

Role Footwear Designer, with The OPPFR since 2021.
Interests Long-distance running, reading, drawing.
Favourite Shoe Nike Vaporfly 1, HOKA Speedgoat Series.
Brandon Haley
Footwear Designer II
Brandon Haley
Footwear Designer II
Place of Birth Born in West Yorkshire, England.
Background Studied Footwear Design at De Montfort University.

Started as an intern with The OPPFR in 2021 before becoming a permanent member of the team in 2022.

Role Footwear Designer, with The OPPFR since 2021.
Interests Football, running, bouldering.
Favourite Shoe Nike ISPA Road Warrior, Nike React Element 87.
Austin Martin
Jr. Footwear Designer
Austin Martin
Jr. Footwear Designer
Heleen Overbeek
Sr. Footwear Consultant
Heleen Overbeek
Sr. Footwear Consultant
Place of Birth Born in Blaricum, the Netherlands
Background Studied a BA Fashion Design at University of Arts Utrecht and completed cordwainers certifications at the Dutch Shoe Academy. Moved on to study a MA Footwear design at the London College of Fashion, graduated in 2018.

Completed an internship at OAT Shoes. Worked as a freelance designer for several years on various projects ranging from footwear design to 3D modelled prosthetics before joining The OPPFR.

Role Footwear Consultant, with The OPPFR since 2018
Interests Food, travel, sustainable fashion & design
Favourite Shoe Adidas x Parley Alphaedge 4D, United Nude Zaha Nova

Contact

Whether you are launching a new brand, expanding into new markets, or improving your digital operations, we would love to hear from you. Share your project goals and we will recommend the most suitable consulting approach. Our team is available to answer questions, discuss partnership opportunities, and provide guidance throughout your engagement. Most inquiries receive a response within one business day.