Footwear Insight

28 • Footwear Insight ~ September/October 2023 footwearinsight.com ARCOPEDICO AND BIZA (Simco Imported Shoes is the parent company for both brands). e importance of independent retail to the brands' strategy: "Our key focus has always been independent retailers," says Sydney Simas, VP, Simco Imported Shoes. "We strive to do everything we can to be the best partner we can be. Simco Imported Shoes was built on the relation- ships we have with our independents, and nothing has changed in 40 years." Keys to a good brand/retail relationship: "In order for both brands and retailers to be successful, we understand nothing is a 'One Size Fits All' business model," says Simas. "Our company is small enough to work together to find the best products for individual stores, and we can be creative to guarantee success for both our partners and ourselves. Education is key to un- derstanding why our footwear is a good solution for customers coming into stores, and we rely heavily on our sales team to convey this message. Contests and techni- cal trainings are all great ways to get stores excited to put our shoes on end-user's feet." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "In order to guarantee stock for our retailers, I always let the retailers know we are happy to take 'back-up' orders that are cancellable and adjustable," says Simas. "is helps me with inventory management, but it also is a win-win for them. If they find they don't need the product in-season, they can adjust their orders accordingly with no penalty, and they also lock in their pre-season discount. We also try to pro- vide at least 55 points margin on all styles, more with the pre-season discount. As far as DTC, we never undercut the retailers by giving any discounts on our website. A DTC channel works to increase brand rec- ognition, and as long as it is done ethically both the brand and retailer benefit." Product & Brand Initiatives to Watch: Arcopedico's campaign for a Sustainable Future reinforces the company's commit- ment to eco-friendly footwear. All new models will feature Arcopedico's 5 Pillars of technology: 1) 100% Sustainable Upper Materials; 2) Antiviral Sole; 3) Techno Elastic Upper; 4) Twin Arch Support System; and 5) Hybrid-Air Insole. For Biza, Spring '23 standouts Lavish and Luna will expand in a variety of colors for Spring '24. DARN TOUGH e importance of independent retail to the brand's strategy: "It is the core and founda- tion of our business," says Tressa Kreis, U.S. sales manager, Darn Tough. "It is what got us to where we are today, and we are forever grateful for our valued retail partners who brought us in when we were an unknown brand just 20 years ago and have helped build out the brand to be what it is today. e brand loyalty from the floor employees is vital to the success of Darn Tough." Keys to a good brand/retail relationship: "We treat it as an equal partnership," says Kreis. "We know the value of our retail relationships and do everything we can to drive their success along with ours. We have maintained our self-imposed rule of not going off price on DTC as we are not going to compete with our retailers in that way. We need to support our partners, not contend with them." How the brand is navigating hot button issues for retailers such as product availability, product pricing and DTC: "We have focused on building enough inventory for replenishment business to support our retailers," says Kreis. "We are the mill; we design, manufacture, and sell everything right here in Vermont so we are able to be agile and pivot when needed, most notably with inventory levels and making sure we have what our retailers need when they need it." Noteworthy Brand Initiative: Darn Tough works with its run retailers to promote the brand in stores. is could be window displays, custom in-store images, digital activations, event partnerships, or POP material. Darn Tough even has Merino sheep to promote DTV as the Merino run brand. RIEKER e importance of independent retail to the brand's strategy: "e independent retailer is the Rieker brands' (Rieker, Remonte, & R-Evolution) DNA," says Rich Rask, pres- ident, Rieker Shoe Corporation. "We have aligned with the independent retailer since we launched in the USA marketplace. Being a fourth-generation, family-owned shoe company, Rieker relates with the independent B R A N D S S U P P O R T I N G I N D E P E N D E N T R E TA I L E R S S U P P O R T I N G B R A N D S POWER IN PARTNERSHIP

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