Famous Footwear Stepping Up Kids’ Business
Caleres-owned chain Famous Footwear wants to further accelerate its momentum in the kids’ footwear category, which represented 18 percent (approximately $71.6 million) of total Q1 revenues and posted a 39 percent increase over Q1/19 level. Famous will shortly finalize two new shop-in-shop concepts for the banner, focused on kids and women’s, that should be in place for the Back-To-School shopping season.
Pleased with ongoing, improving metrics at Famous Footwear, Caleres also faces a hard reality for H2 — likely continued delays in the global supply chain. Senior management is promising to be “hyper focused” on managing any challenges and maximizing existing inventory. Since converting FamousFootwear.com to a new platform, the company has experienced improved sales, traffic conversion and AUR (Average Unit Retail). In Q1, ecommerce sales increased nearly 100 percent over Q1/19 levels to represent 16 percent of all sales versus 9 percent. Additionally, Famous realized a 181 basis points improvement in period margin on less promotional activity and tight expense controls.
As for the St Louis company’s various owned footwear brands, Vionic experienced a 122 percent increase in Q1 ecommerce sales versus Q1/19 and sold out of its beach line; Blowfish Malibu, focused on the 18- to 24-year old set; generated a 50 percent sales gain from Q1/19; and the Ryka athletic brand for women is said to be benefitting from the market shift to more casual styles and focus on health and wellness.