Footwear Insight

34 • Footwear Insight ~ September/October 2024 footwearinsight.com retailers. Key product: In-stock and delivering for FW 24, Interlagos is a sporty, sneaker-inspired walking shoe made with premium leather and nubuck upper with latex and PU outsole. — Justin Orrell-Jones, President, CEO, Finn Comfort USA FOUNDATION WELLNESS What role does the independent retail channel play in the brand's overall strategy? Independent retail is the lifeblood of Foundation Wellness, specifically for our core brands, PowerStep and CURREX. Partnering with independent stores lets us be more authentic as a brand, which is very important to us and to consumers. Our retailers foster close relationships with their customers, which gives us valuable insights into product development, sellthrough tactics, and marketing strategies. Offering the pain relief of PowerStep and performance enhancements of CURREX would not be possible without our trusted retailers. When you think of some of your best retail partners, what words come to mind? A few words come to mind: collaborative, innovative, responsive, and customer focused. Our partners build strong relationships with their communities so they can adapt to everchanging markets and prioritize customer needs. ey trust our quality products and we trust them with being our brand ambassadors each and every day. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? We focus on transparent communication with our partners which leads to better collaboration overall. Sometimes, the hard conversations are the ones that get the best results and improve relationships the most. We share goals, tactics and best practices with our retailers to help them achieve success beyond just insoles. We also help train associates so each member of the team can be a brand expert and know the difference we offer. Our field sales representatives practice open communication to help maintain and build strong relationships. — Jay Cain, Director B2B Marketing, Foundation Wellness OS1ST What role does the independent retail channel play in the brand's overall strategy? Supporting independent retailers is the foundational pillar of our brand identity right next to the quality of our products and the technology we use to make them stand out; it is our brand strategy. We believe in innovation with purpose and work to empower holistic, healthy, and active lifestyles. We believe a part of that is using the power of business to support the businesses and communities that do the same. You'll see that commitment when our reps visit retailers, really getting to know them and craing solutions that li their whole business. When you think of some of your best retail partners, what words come to mind? I think of the ways we've worked together to create unique in-store experiences for their customers, and fostered health-centered communities. ese retail partners get the philosophy and profit value of including socks and bracing in the fit process — it transforms the customer experience by giving them longlasting relief. ey include accessory recommendations in their customer-centered selling culture. at gives us as the brand so much opportunity to add value with training support and opens the door for community building events like medical nights, running meetups, or charity fundraisers. In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? It comes down to a few key things: not competing DTC, keeping inventory steady, offering exclusive retail promotions, and supporting marketing and training efforts. At OS1st, we go a step further by adding innovation and excellent service, while staying consistent in defending our retail community. at should be the standard for all brands that retailers trust to carry in their stores. Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: To maintain our exponential year over year growth, we've gotten creative with how we solve these challenges. When it comes to engaging with consumers and growing our brand, we make sure everything we do is fair to our retail partners. We recently ran an influencer campaign where shoppers got a bigger discount in-store than online, which offers us an opportunity to educate the consumer on the importance of shopping local and gives us clear insights into the campaign's success. For bigger things like shipping costs, product availability, and pricing, we take the same problem-solving approach. Earlier this year, we introduced a tiered discount program where retailers earn bigger discounts based on last year's purchases. It's a win-win: it keeps things fair and lets our retailers know we value their partnership while keeping our own business running smoothly. Key Product: Wicked Comfort performance socks offer the perfect combination of maximum cushion, moisture-wicking, and durability, now available in the highly requested Crew style. — Josh Higgins, President, OS1st PROPET What role does the independent retail channel play in the brand's overall strategy? It is foundational to our strategy. ese retailers are the lifeblood of local communities, offering a personalized experience and deep product POWER IN PARTNERSHIP

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