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Collins, CO-based Brown's Shoe Fit Co. does a strong business in comfort and athletic shoes, with a steady stream of doctor referrals enabling the shop to serve custom- ers with various foot problems. "We are a traditional sit-and-fit retailer that analyzes feet and gets down and dirty with the custom- ers," says owner Greg Augustine. "That has changed with COVID, but it is still the DNA of what we are trying to be." Masks are mandatory for con- sumers who want to shop in-store and Brown's Shoe Fit Co. has imple- mented safety procedures, but Augustine says that with his cus- tomer base being the 50-and-older crowd, it's still been challenging to get consumers to come out and shop in-store. For those customers who do come in the shop, Augus- tine says social distancing means that "we don't get as much informa- tion as we normally would in the fitting process." New strategies he's implemented this year include curbside shopping and local delivery, private appoint- ments, and a beefed up focus on an online business. "It has been hard to get traction online, but we are in the early stages and will continue to do it." With athletic styles trending up, Augustine says he will continue marketing to walkers and begin- ning runners with events such as fit nights and educational interviews with brand tech reps. The store also plans to schedule group walks and hikes. "If we need to do it virtu- ally, we will," says Augustine. "It will encourage people to be healthy and active." Sales of Hoka One One and Brooks have been equal to or greater than the year prior, says Augustine, while sales of more casual and fashion-oriented brands have been down. "We'll be going into spring cau- tiously," he says, noting that he sees his "new core" merchandise base as work, hike and athletic. While Brown's Shoe Fit Co. is gen- erally staying away from fashion, Augustine says, "Dansko is a huge brand for us and we will rely on them as part of our fashion piece." "We are a traditional sit- and-fit retailer that analyzes feet and gets down and dirty with the customers. That has changed with COVID, but it is still the DNA of what we are trying to be." Greg Augustine, Brown's Shoe Fit Co. A single source to inform the market on the latest trends and newest brands. Published 6X each year: January / March / May / July / September / November The perfect mix of performance, fashion and lifestyle. sportstylemag.com footwearinsight.com December 2020 ~ Footwear Insight • 31 Becker's Best Shoes Brown's Shoe Fit Co.