Issue link: https://viewer.e-digitaledition.com/i/1511571
Justin Kehrwald, president and CEO, Tradehome Shoes clamoring to get product from other vendors. "You know, there's not a Fleet Feet everywhere, and gosh, there's not a Naperville Running Company in every suburb. ese guys are the best. But we've found that we can really fill consumer needs for running in specific communities," Kehrwald notes. e retailer shares its full range of run customers with the likes of Apple, American Eagle, and Victoria's Secret, but to- date has focused on "an ankle down approach" and avoided entering the apparel segment. Beyond shoes, through its performance fitting process, the product focus is on insoles and orthotics using Aetrex's Albert scanning technology, aer-sport footwear from Oofos and technical running socks. Tradehome doesn't have a chainwide planogram for its doors, nor does it try and simulate running assortments that a big box or mall-based retailer might offer down the street in one of its dedicated run markets. Instead, the chain utilizes the expertise of its head buyer, two dedicated athletic buyers and input from its in-house computer team that uses algorithms to create heat maps and size ranges for different regions of the country. Market-specific assortments emerge from this effort, making brands such as Altra, Mizuno, Saucony, and Brooks more vital in some Tradehome markets than others. A one-time strong relationship with Asics has returned on a smaller level. And the retailer currently does more business than ever with New Balance, but most of it is lifestyle-focused rather than technical running product. Puma and Diadora are seen by the retailer as two brands on the rise in running to keep an eye on. Kehrwald heaps his most brand praise on On and Hoka, which helped ignite the chain's course into running. "Hoka's never been more relevant and they're doing a really good job on both sides of performance and fashion." Meanwhile, On's Cloudmonster at $169.99 is one of the chain's top-selling styles today. Maintaining price integrity for the running shoe brands it carries is vitally important to the chain's strategy. And understanding what women want from their gear is also key. "e female customer cares a little bit more about accents so that a shoe is going to work well with the colors of the season," offers Kehrwald. at demand has Tradehome making sure that it has multiple color options available in the most relevant running styles. n runstylemag.com We redefined motion. Support that keeps you moving, Comfort that lasts 3-5x longer than those other sneakers. shopmoshn.com