sportstyle

S tan's Fit For Your Feet, a Milwaukee independent footwear retail insti- tution for more than 70 years, has always proven nimble on its feet and ready to pivot based on the needs and desires of footwear consumers in Southeastern Wisconsin. After years of adjusting merchandise, brand and price-point assortments to stay in step, the fourth-generation business of the Sajdak Family has leaned into some bold business moves over the last 10 months. First, in June 2022, with effects from a two- year pandemic finally waning, the business decided to expand beyond Wisconsin with its acquisition of Waxberg's Walk Shoppe, another family-owned and operated business, in nearby Niles, IL. Six months later in January 2022, Stan's took another step forward, rebranding the two New Balance Milwaukee stores they own with the new name Goodmiles Running Company and establishing a new foothold in the retail run specialty segment. This involved gutting and renovating the 2,500-sq.-ft. stores in Greenfield and Brookfield, WI, two Milwaukee bedroom communities; rebranding the doors as "Goodmiles Running Company;" and broadening SKU and brand assortments. Existing store staff has been expanded with the addition of several run experts. "It was a great run with New Balance," com- mented David Sajdak, director of merchandising for Goodmiles. "We still have a wonderful relationship with New Balance. But with this growth in the run category, we had the oppor- tunity to expand our assortment." Megan Sajdak Holtan, director of marketing and a certified pedorthist like her brother David, said the opening of Goodmiles has "brought renewed energy" to both its staff and customer base. "Customers walk in the store and it's like, 'Wow!' …and we're seeing new individuals walk in our Goodmiles doors, more run specialty individuals, going, 'Hey, I heard you have Hoka, or I heard you carry Topo' and really coming out for those brands. It's been exciting to speak to a little bit different customer while also stay- ing true to our existing customers. Just having this freshness has been exciting for everyone." Besides maintaining a robust selection of New Balance styles, including always in demand 847s and 928s for the hardcore walking set, Goodmiles has increased its SKU base by another 100 to 125 from other vendors with Hoka being a dominant part of the expanded footwear assortment. Other footwear brands in the mix included Altra, Brooks, On, Oofos, Saucony, Birkenstock and Topo. On the ap- parel side besides its own namesake label and New Balance, the stores carry pieces from Brooks and Rabbit. There is also an insole range that includes Currex and Aetrex. The store also carries bags and hats. Beyond its expanded product assortment, GOODMILES MAKES IT SPECIAL Goodmiles Running Company is part of the Stan's Fit For Your Feet collection of stores. 8 • May/June 2023 sportstyle • sportstylemag.com Independent Footwear Retailer Rebrands its NB Stores with a Broader Run Specialty Focus. By Bob McGee RETAIL

• Cover