The Company offers a wide selection of brand name and designer dress, casual and athletic footwear for women and men. The Company’s typical customers are brand-, quality- and style-conscious shoppers who have a passion for footwear and accessories.
The Company’s core focus is to create a distinctive store experience that satisfies both the rational and emotional shopping needs of the customers by offering them a vast, exciting selection of in-season styles combined with the convenience and value they desire. The Company believes this combination of selection, convenience and value differentiates it from its competitors and appeals to consumers from a broad range of socioeconomic and demographic backgrounds.
The Company has evolved into a distinctive, consumer-friendly retail concept that allows customers to personalize their shopping experience by offering a “sea of shoes” that are accessible, easy-to-shop, and fulfill a broad range of style and fashion desires. The Company caters to customers who take pleasure in the “thrill of the hunt” for the perfect shoe and value the shopping experience itself as an enjoyable pastime.
Typical Company’s stores are approximately 25,000 square feet, with over 85% of total square footage used as selling space. Over 30,000 pairs of shoes in more than 2,000 styles are displayed on the selling floor of most of the Company’s stores, compared to a significantly smaller product offering at typical department stores. The Company’s stores feature self-service fixtures that allow customers to view, touch, and try on the product without relying on salespeople to check availability.
The Company’s locations have clear signage, and well-trained sales associates are available to assist customers as desired. New footwear merchandise is organized by style on the main floor, and clearance goods are organized by size in the rear of the store. Accessories and impulse items are featured at the front.
The store layout allows customers who do not have time for relaxed browsing to swiftly identify the shoe styles they are seeking and shop in a targeted, time-efficient manner. The Company separates its merchandise into four total categories — women’s dress and casual footwear; men’s dress and casual footwear; athletic footwear; and accessories.
While shoes are the main focus of the Company, it also offers a complementary assortment of handbags, hosiery and other accessories.
The Company plans to continue to strengthen its position as a leading specialty branded footwear retailer by expanding its store base,
driving sales through enhanced merchandising and leveraging its operating model.