Footwear Insight

able to see there is light despite all of the darkness." That's exactly how Jim Sajdak, CEO of Stan's Fit For Your Feet, sees 2021 for the shoe business following a topsy-turvy nine months that has forced his third- and fourth-generation family-owned company to pivot almost daily. The retailer operates six stores across Wisconsin, an online business, two New Balance Athletic and one Vionic store. "Going into March 2020 [and the start of the COVID-19 pandemic], we were coming off our best year ever," recalls Jim, whose grandfather emigrated from Poland to work in local tanneries. It was his dad who started Stan's after serving in World War II. Jim would join the retail business after college. "We were strong as a management team and financially [in March], and we already had an e-commerce infrastructure in place. It is this great family and non-family team that has helped us get through these nine months." But the ride has not been without bumps in the road, including a nearly two-month state-required shutdown through mid-May that required a furlough of 60 staffers and later, the quarantining of some store personnel after contact with COVID-stricken customers. One Stan's store manager was forced into quarantine in late October after being informed by a customer at checkout that she was only in day six of her quarantine period. "We can be good dealing with COVID within our walls," comments Sajdak, "the challenge is what's being brought to you." Stan's hasn't spared expense in making its customers feel safe. Pandemic-related expenditures have ranged from PPE to Plexiglass panels and in-store signage and decals. Stan's has also used "shoe zaps" that use UVC light to sanitize shoes. And the staff now measures customers' feet from a distance. Upon re-opening in mid-May, Stan's only allowed five customers in the store at any given time due to state restrictions and curbside service was offered. "Sit-and-fit is a pretty high touch business and we've had to back off of that," says Sajdak. But the Stan's senior executive team — which includes son Andy as director of operations; son David as head of merchandising; daughter Megan Holtan as marketing director; and son Ben as community outreach director and buyer — has worked to keep staff safe and "glued together." The retailer created an employee handbook offering details about financial and mental health resources that are available during the pandemic. Monthly Zoom calls with 60 employees have become the norm and the new way for Stan's staff to stay bonded. "I think there is a yearning for everyone to have contact again," suggests the CEO, "but I think we can be more efficient by leaning on some of this technology that we've used." Meanwhile, Stan's efforts to stay connected with customers during the pandemic have ranged from those one might expect to the unusual during this health crisis. Chat and phone lines have been manned regularly to field all sorts of questions. And earlier this year, Ben, a certified pedorthist, was dispatched to a local nunnery to provide personalized shoe service to its residents. "We've all had to wear a lot of hats this year — unpacking shoes, fulfilling orders and making deliveries," Jim stressed. From a product standpoint, Stan's main category drivers during the COVID-19 crisis have been athletic shoes, house slippers and hikers. The retailer has had to pivot away from its once significant travel footwear business. Casual and comfort are the current primary market drivers that will impact buyers' Spring 2021 and Fall 2021 decisions. "If it was a casual society before, it's even more so now," says Sajdak, who adds that he thinks the dress shoe category is "going down for a long time." Considering all that has occurred in 2020, the senior Sajdak remains optimistic about the ability of the family business to continue adapting into next year. "You have to be light and intuitive on your dancing feet," he says referencing a line he picked up recently. "You have to be flexible every day… Our people, they are a plucky group. We've made it this far and we have a lot of stamina. I think [independent footwear retailers] can make it through this, but it's important that we keep talking to each other." —BM footwearinsight.com December 2020 ~ Footwear Insight • 33 "Sit-and-fit is a pretty high touch business and we've had to back off of that." Jim Sajdak, Stan's Fit For Your Feet Comfort Plus Shoes & Footcare Stan's Fit Fit For Your Feet's Vionic store.

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