Footwear Insight

30 • Footwear Insight ~ September/October 2023 footwearinsight.com FINN COMFORT e importance of independent retail to the brand's strategy: "From our perspective the independent retailer is the primary means by which we reach the FinnComfort consumer," says Justin Orrell-Jones, president, CEO, Finn Comfort USA, Inc. "We do what we can to be a great supplier that prioritizes the inde- pendent channel. We believe FinnComfort provides an increasingly unique opportunity for the independent retailer. at is, a brand with a very high-quality product, with very limited distribution, that cultivates very loyal consumers. We enhance this value to the independent retailer by offering a robust stock program with no minimum order requirements. This allows the retailer to invest in inventory as needed and to tailor their selection of FinnComfort products to meet demand." Strategy of Note: "Our focus on authentic wellness footwear positions FinnComfort as a unique brand for the independent retailer," says Orrell-Jones. "is is especially true for those independent retailers that culti- vate a professional sit and fit environment. FinnComfort offers a variety of product col- lections that target specific consumer needs and not all product collections are designed for all consumers. However, the independent retailer has the training and knowledge to fit their customer with the appropriate product." Product Standout: e new FINNSTABIL product is a highly specialized therapy prod- uct designed to help in the rehabilitation of a variety of ankle injuries or surgery. It is a boot with removable stabilization elements — it helps when walking is impaired from damage to ankle ligaments or as part of post- operative treatment. Says Orrell-Jones, "With the appropriate consultation with a medical professional, it can even be used in place of a plaster cast to encourage load bearing, controlled and stabilized movement, thus supporting speedier recovery." FINNSTABIL will be in-stock in the U.S. right before the holidays. XELERO e importance of independent retail to the brand's strategy: "Independent retail is the backbone of our brand," says Mike Arce, national sales manager, Xelero. "e magic happens on the fitting stool where questions are asked about the different ailments or needs the customer is looking to satisfy. Independent retailers are the key to building brand loyalty selling features, advantages, and benefits." Keys to a good brand/retail relationship: "Communication and protection of the re- tailer," says Arce. "We keep our distribution tight. Xelero is not sold to chain stores and provides higher maintained margins. In partnership with our retailers, we deliver a product that improves people's lives." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: "We have a strict MAP pricing policy and re- strict the number of online retailers we sell to, which enables our retail partners to maintain higher margins," says Arce. Product Standout: For Spring 2024, Xelero is introducing the new Steadfast II, which has a wider toe box and is lighter weight than its previous iteration. Plus, it's available in multiple widths. TÄŌS e importance of independent retail to the brand's strategy: "It is everything for täōs," says Glen Barad, president, täōs. "We are completely focused on this channel of distribution; it is where we would prefer consumers to be introduced to our brand… Our focus on support and the wellness of the wearer fits perfectly with the consultative sit and fit engagement that better independents and specialty stores are focused on with their customers." Keys to a good brand/retail relationship: "It begins and ends with great products," says Barad. "But in between there needs to be very clear and honest communication. If you can add mutual trust and respect, you can develop real partnerships where both parties are rea- sonable and fair to each other… We listen to them; they listen to us. We support them, they support us. We design and create high-quality products that their consumers appreciate, purchase and return to purchase more." How the brand is navigating hot button issues for retailers such as product avail- ability, product pricing and DTC: Noting that product availability and inventory man- agement have encountered unprecedented challenges recently., Barad says täōs has been able to maintain a strong at-once inventory for its core styles while continuing delivery of pre-booked and fill-in seasonal styles. He adds, "Our retail network has priority access to all of our inventory with the rare exception of small groups that might be held to support a planned marketing event." 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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