Footwear Insight

AETREX What role does the independent retail channel play in the brand's overall strategy? Brick- and-mortar retail plays an important role in Aetrex's distribution strategy. For Aetrex, everything starts with a foot scan. A scan is the first step to selling a pair of foot-type specific orthotics and the first step to collecting the data we use to develop our footwear. We provide this data to product development teams at other brands through Foot.com. Moreover, Aetrex's FitAI is designed to help customers find the best fitting footwear for their feet in store and online; again, a scan is the starting point. Top independent retailers do an excellent job delivering a great fit experience to their customers. eir focus on in-person fitting and their high level of execution on the retail floor makes strong independents uniquely well-suited to our products and technologies. When you think of some of your best retail partners, what words come to mind? Great retailers have a culture where employees see the company as a career opportunity, where there is a healthy team spirit of competitiveness and accountability and a focus on always working to be better as a business. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? We have always seen brands and retailers as partners. Partners need to strive to understand their mutual business needs, communicate honestly and clearly about them, own their mistakes, and always work — even when things are going great — to be better. We are proud of the relationships we've built with our partners. We have real friendships with so many people throughout the industry. is makes business more fun; and it makes challenges more easily surmountable. Key Product: Aetrex recently launched Tootsie, the industry's first 3D foot scanning soware designed for children. e soware is offered as an option with Aetrex's premium 3D foot scanner, the Albert 2Pro. — Matthew Schwartz, Chief Revenue Officer, Aetrex. ALEGRIA What role does the independent retail channel play in the brand's overall strategy? Alegria thrives in retail environments where the shopper and the retailer can start a dialog about their shoe needs. Independent retailers oen play the role of Alegria's best advertiser and marketer, as their knowledgeable staff can help us communicate not only the features and benefits of the shoes but also the values of our brand to customers. When you think of some of your best retail partners, what words come to mind? Partnership. Our best retailers tend to establish a relationship with us by selling shoes on the floor while also sharing with us how to navigate the retailer's challenges and successes. A brand must support the retailers with great service, marketing, and other business needs as the retailers are oen the best ambassadors of the brand. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? e biggest challenge is keeping up with the rapid change in shoppers' taste in comfort footwear. Retailers expect their vendors to meet this changing demand, and it is important for Alegria to continue to innovate and create new products while maintaining the brand's core values. Key product: e Revl athleisure sneaker has a super breathable Dream Fit knitted upper and a supportive removable footbed for comfort. Plus, it's got an ultralightweight ReBounce EVA outsole with durable, slip- resistant rubber tread, so you can stay comfy and steady on your feet all day. — Luke Chen, COO, Alegria ARA What role does the independent retail channel play in the brand's overall strategy? Since 1998 when ara entered the North American market, the independent retailer has been the cornerstone of our distribution strategy. We are still a family-owned company… and are very aware of the challenges faced by independent retailers... Our distribution is extremely clean. We're not on Amazon or Zappos. We've been growing like wildfire in North America, and we will continue to grow, but the independent retailer will remain the cornerstone of our business. When you think of some of your best retail partners, what words come to mind? Courageous. Creative. Committed to service and support of their communities. True entrepreneurs... I'm not sure that I could do what they do. To be an amazing retailer today takes a certain element of alchemy — a strong mix of art and science. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? Our strategy continues to center around service: in-field sales representation, customer service… Our area of strategic improvement is in the product cycle: the timing of product development and delivery. We are working very closely with Germany on earlier delivery... I am excited to say that for the first time in our history in North America we are delivering sandals to the Sun Belt in November and December of this year. We are making such amazing progress, and I am certain that all these positive actions allowed us to be named NSRA's 2024 Vendor of the Year. We are extremely fortunate and grateful… And now that we have a new CEO in Germany, Dr. Steffan Rassau, who is dynamic and energetic and is a true Sales and Marketing professional, our footwearinsight.com September/October 2024 ~ Footwear Insight • 27

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