Issue link: https://viewer.e-digitaledition.com/i/1508745
category, which had great sell throughs for Aetrex in 2023, and this category is a high- light for Spring 2024, too. Aetrex attributes the success of this category to a few factors. First, the footwear is designed based on the data and learnings from Aetrex's foot scanning technology, allowing the brand to incorporate an anatomically correct Aetrex signature arch support and footbed in every pair. Second, the styles are competitively priced, comfortable, supportive and on- trend. And Aetrex re-works the line each season to ensure newness, whether in style, color or materials. CADENCE e importance of independent retail to the brand's strategy: "e independent retailer oen introduces our brand to the consumer, and educates them on the features and bene- fits and unique differences between Cadence and others," says John Hinds, PT, founder and owner, Cadence. "We consider all our retail partners to be friends and family and treat them in a manner that we want to be treated and will support them in any way possible." Keys to a good brand/retail relationship: "First, you need a quality product their customer will buy and one the retailer can stand behind," says Hinds. "But a good relationship goes beyond the transactional. Communication, support, authenticity, and a low friction process are key to a healthy and long-term partnerships. By low fric- tion I am referring to an efficient ordering process, getting their orders shipped out in a timely manner, addressing and answer- ing partner questions in a timely manner, speaking with them as fellow humans and partners, standing behind our product, treating them with respect, and the like." How the brand is navigating hot button issues for retailers such as product availabil- ity, product pricing and DTC: "Inventory management is always at the top of the list and one we pay close attention to," says Hinds. "We have a good track record with availability overall but in instances where we do have backorders we try and reduce their pain (while holding ourselves accountable) with free freight of backor- dered items. Regarding DTC, at this time 5 of our 8 models are exclusive to in-store sales only and cannot be sold online. While this strategy certainly reduces our over- all sales potential, we do this to support our brick-and-mortar retail partners and this exclusivity is greatly appreciated." Product Standout: The Original Orange insole is Cadence's most popular — and recently updated — model. It provides con- toured support with exceptional comfort from heel to toe and with added relief and comfort under the heel. "Support Made Comfortable" is Cadence's tag line. n 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 SIT. FIT. AND BE RECOGNIZED. ISSUE DATE: NOVEMBER/DECEMBER 2023 footwearinsight.com CONTACT INFORMATION Jeff Nott, Publisher • 516-305-4711 • jnott@formula4media.com Sam Selvaggio • 212-398-5021 • sselvaggio@formula4media.com 2023 SPONSORS Customer service is at the heart of what makes independent footwear stores special. e best stores not only know how important customer service is, they also know how to deliver it. Footwear Insight Magazine honors the best of the best independent retailers with our annual Gold Medal Service Awards for Outstanding Customer Service. AD CLOSE: NOV. 17