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the products. Although this is not a necessary process for OS1st® products, it is one the Higgins family feels strongly about maintaining. "We do this to ensure that our products do what we say they will do. This is for our confidence and to build confidence with our customers," says Josh Higgins. OS1st® offers only the highest quality products made using state-of-the- art equipment, and the proof is in all of the testimonials, ratings and satisfied customers the company has aided, ranging from casual weekend warriors to those running in extreme races and marathons. The OS1st® Mission OS1st® has a mission to help reduce pain and keep people active. Because of this, the OS1st's Socks with Purpose® program was launched in 2018, providing retailers the ability to help their customers find pain relief for everyday ailments such as plantar fasciitis, bunions, shin splints, Achilles tendonitis, swelling, heel and arch pain, and more. OS1st created a line of products including the FS4® Plantar Fasciitis Socks, the BR4™ Bunion Relief Socks, the HV3™ Bunion Bracing Splint and the FS4®+ Compression Bracing Socks that guarantee results and relief. Their FS4® gently lifts the plantar fascia to avoid tearing or re-injury and provides sup-port to help stabilize the foot. The OS1st® BR4™ is new on the market, a split- toe design combined with additional pad-ding in the bunion area that provides people suffering from bunions the relief they for which they have been yearning. A Focus on Independents Independent retailers hold a special place with OS1st® – they are the backbone and reason for their success. "Making sure we offer them the highest quality customer service is our number one goal," says Higgins. OS1st® currently has more than 35 independent sales representatives and a full staff at headquarters in North Carolina who are dedicated to maintaining the best possible relationship with their independent shoe stores. When a retailer starts a relationship with OS1st®, the company sends the retailer a starter kit which includes white papers about the products; samples; a catalogue; and even a prescription pack that can be given to podiatrists, physical therapists, orthopedists or anyone else from whom the retailer's customers might get referrals. Further, their dedicated sales reps will provide training right in the stores. At OS1st's own cost, the company provides in-store merchandising such as posters; store display items such as foot, knee and calf forms; customized slat wall signs; ads and more. If a product is back-ordered, OS1st® will ship it at company expense. Volume discounts are available and orders over a certain amount are shipped for free. There are no minimum quantity orders. OS1st® guarantees all of its product sales with their customers and consumers. "We are a 'yes' company," says Higgins, adding, "It's very rare that someone asks us to do something and we say 'no.'" OS1st® is proud of proven cases where their social media marketing has also been very effective in driving customers to stores. "We can target our marketing messages to people according to age, type of injury, and how close they are to the nearest store," says Higgins. When asked to describe the typical customer, he replies simply, "Everybody. Who hasn't experienced plantar fasciitis or doesn't know someone who has it? And you don't want it to happen again. Our patented sleeve and socks are so comfortable people are happy to wear them every day for treatment or preventative measures. They are our Number One seller, with millions sold over the years." Plans for the Future Higgins is very excited about OS1st's new K-Zone® bracing technology, KZT®, in which "K" stands for kinesiology. KZT® is a breakthrough design that provides the support of a kinesiology taping treatment without the inconvenience of its temporary and binding nature. Using a hypoallergenic gel stabilizer system with high resistance fabrication zones, KZT® creates a strapping type effect in specific areas to steady and help secure supportive joint structures. The result is stabilization without immobilization. "We can help with just about any type of injury," Higgins promises. "We want the average person to be able to wear the product comfortably and not have an excuse for not getting off the couch. Everyone gets hurt at some point, and they can either wait it out or use our products to heal quicker and prevent the injury from happening again." VENDOR PROFILE Published in the January/February 2019 issue of Shoe Retailing Today, Copyright © 2019, National Shoe Retailers Association, Tucson, AZ, www.nsra.org. All rights reserved. ADVERTISEMENT