Brands have many opportunities to sell to and reach consumers outside of the independent channel. But for many footwear brands, the independent channel is crucial to their success and strategy. On the following pages, you’ll hear from 20 different brands who are committed to success at independent retail. All these brands have been highlighted to us by retailers as strong partners. These brands share their insight not only into why they value the independent channel, but also about the challenges they face and the strategies they use to make those relationships work.

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. Their 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. This makes business more fun; and it makes challenges more easily surmountable.

Key Product: Aetrex recently launched Tootsie, the industry’s first 3D foot scanning software designed for children. The software 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 often 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 often the best ambassadors of the brand.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

The 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: The 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 future is even that much more exciting.
Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: DTC – We do operate a DTC site, but its primary focus is building and maintaining brand awareness and corporate identity. It has been a useful outlet for clearance items. Current, full price product is always listed at MSRP.

Product Availability – As a rapidly growing brand, our biggest challenge with product availability arises when our retailers express frustration over the lack of inventory for replenishment. We are a stock house, but in recent years, in order to grow sustainably, we’ve become more focused in our collections and planned inventory. Our growth coupled with the fast-paced sellthrough of our shoes makes it difficult to precisely forecast inventory needs... We frequently encounter situations where thousands of pairs sell out almost as soon as they arrive... While this could be considered a “luxury problem,” it remains a significant challenge. Retailers must place larger future orders for styles they are confident in to ensure smoother supply and demand management.

Pricing – Pricing remains a significant concern as costs continue to rise. Our goal is to consistently price our shoes based on perceived market value, while striving to maintain stable prices for as long as possible. We aim to, as much as we can, absorb the increasing costs of materials and production, minimizing the impact on our wholesale customers and end consumers.

— Sam Spears, President, ara Shoes North America

Arcopedico

What role does the independent retail channel play in the brand’s overall strategy?

‍Independent retailers continue to be the backbone of our business. We do not sell large department stores, so independents are truly the bread and butter of what Simco Imported Shoes does.

When you think of some of your best retail partners, what words come to mind?

Compassionate, Understanding, Attentive, and Ethical. Partnership is an interesting word. We want someone who sees our side as a distributor and takes into account what sacrifices we make. Sometimes people are only concerned with their own bottom line. A true partner wants the brand to be healthy as well as themselves. We are fortunate in this industry to have partners who truly are friends. We can strategize creative solutions for the retailer to be successful while Simco is successful at the same time.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

The biggest struggle is that I only want to sell to independent retailers, but unfortunately the amount of independents has shrunk considerably over the past few years, so we are forced to explore other options. One avenue is our DTC website. I never discount online, and I do not undercut anyone, but it's something that we've had to put in place to make up for the business lost due to Covid. So many of our partners who had stores and were Simco customers for years are gone now, and there's no one opening new shoe stores. We have to explore other revenue sources, even though what we want to do is strictly sell independents.‍

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing:

We are trying to balance our inventory without being overstocked, but this has led to some situations where we have been backordered on products. Thankfully our retailers understand the challenges we face, and I always encourage people to pre-book items to guarantee stock for their stores rather than relying on in-season orders. Our DTC website is completely ethical, and we never discount online. If anything, marketing dollars we put toward the website on social media only help build brand recognition, and we can direct consumers to brick-and-mortar stores through our Store Locator. All of our products sit right around 55 points margin before any special pre-season discounts, and I believe our pricing is fair. Shipping costs are through the roof. I recommend retailers join NSRA's shipping program to get their discount as it's better than I can offer as a small company.

Key Initiative: We love to hold contests, and one of my favorites is our "Arco Rewards" Scratcher contest, in which sales associates can scratch off to win $3, $5, $10, or a FREE PAIR. It's a little more exciting than just getting Spiffs, and I love to engage the employees and make it fun.

— Sydney Simas, VP, Simco Imported Shoes

Brooks

What role does the independent retail channel play in the brand’s overall strategy?

The specialty run channel continues to be the no. 1 channel of focus for Brooks. It is not only the best curator of product, they are the center of their running community. If your brand doesn’t resonate at specialty run, it isn’t resonating with runners and walkers‍

When you think of some of your best retail partners, what words come to mind?

The best running stores are described with words such as Service, Expertise, Authenticity, and Community.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

With the proliferation of brands at run specialty, we continue to put strategies in place to be the easiest brand to work with for our partners. If they sell a Glycerin on Saturday, we need to get them back in stock before the next weekend. We continue to hold the no. 1 ranking by the Running Industry Dealer Report for on-time delivery of futures and at-once orders, availability of product, internal customer service, and sales reps, which are all the touch points that a brand needs to excel at to compete. If product is equal, Brooks is winning by keeping our focus on service.‍

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: Brooks is the only major running brand that has a multiple channel strategy to ensure the runner finds Brooks products wherever our brand is sold. By keeping the runner at the center of our decisions, and knowing no one owns the runner, we do not put our own DTC ahead of the specialty channel, but we let the runner decide where and when they want to shop. We are currently running a localized email campaign (30 million/month), where each footer on the email has the local running store closest to the individual receiving the email. We also drop ship product for specialty retailers so they don’t lose a customer when they may be out of a size or color.

Key Product: Glycerin Maxi introduces DNA Tuned, the newest iteration of nitrogen infused foam, created with a tuned dualcell technique. The heel features large cells for plush landings, while the forefoot features small cells for responsive toeoffs.

— Rick Wilhelm, VP of US Specialty, Brooks

Cadence

What role does the independent retail channel play in the brand’s overall strategy?

A huge role. Independent retail accounts for the vast majority of our sales and is relied upon to introduce and educate customers and potential customers about our products. We enjoy working together and creating win-win scenarios for their customers.

When you think of some of your best retail partners, what words come to mind?

Loyal, dedicated (to providing the best options for their customers), hardworking, gritty, honest, authentic, philanthropic.‍

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

Maintaining inventory. I guess it’s a good problem to have but sales continue to exceed forecasts so maintaining inventory levels has sometimes been challenging. ‍

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We have a variety of models that are exclusive for in-store only sales. And due to frequent requests we are considering allowing online sales from their proprietary (non-Amazon or other 3rd party) websites to help them maintain sales with their dedicated customers who want to shop on their websites. Shipping costs and timeliness are definitely issues, but out of our hands, unfortunately, so not much we can do there.

Key Product: Cadence EX, one of our exclusive models and most supportive model. The EX provides semirigid support and enhanced shock absorbing comfort from heel to toe using our hi-rebound foam.
— John Hinds, PT, Founder, Owner, Cadence insoles

Dansko

What role does the independent retail channel play in the brand’s overall strategy?

‍The independent retailer is the backbone of Dansko’s success. They adopted us over 30 years ago and brought our brand to the consumer. As we develop new products we listen carefully to the feedback from these folks because they interact with our consumer daily. Their attention to fit, comfort and quality informs many of the decisions that we make about product. In terms of our business model, we do not believe that limiting distribution in this channel would be a smart decision for Dansko.

When you think of some of your best retail partners, what words come to mind?

Well informed, analytical, thoughtful and really enjoyable to spend time with.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

In 2024 we doubled down on listening to the product imperatives communicated by the independent retailers. I believe that this is evident in our product offerings in Fall 2024 and Spring 2025.‍

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We hear most frequently about shipping costs so in 2024 we offered to pay half of an independent retailer’s cost to join the NSRA knowing that the NSRA has negotiated advantageous shipping rates that we want every retailer to be able to access.

— Kitty Bolinger, President, Dansko

Darn Tough

What role does the independent retail channel play in the brand’s overall strategy?

Darn Tough has maintained a steadfast focus on independent retail since our inception in 2004. From product design to sales team directives, every aspect of the business is tailored to support independent retailers. This unwavering commitment has been instrumental in establishing Darn Tough as a leading brand in the market.

When you think of some of your best retail partners, what words come to mind?

Words like passionate, knowledgeable, and dedicated come to mind. These retailers are often enthusiasts themselves, sharing their love for the sport or activity with their customers. Their deep understanding of the products and their ability to connect with customers on a personal level make them invaluable partners and a true extension of our brand.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

Navigating the ongoing inventory fluctuations. Retailers have faced significant uncertainty in predicting market demand over recent years and at some points struggled to balance inventory levels. Darn Tough has invested significantly over the past four years in improved demand forecasting, flexible inventory management, and stronger collaboration between the brand and our retail partners in data-driven decision-making.
Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: Our approach is centered around transparency and honesty. Our company value of being "direct, straightforward, and truthful" in everything we do has proven important in building trust and stronger relationships with our retail partners. While these conversations can be challenging, our commitment to open and honest communication has proven invaluable.

— Mark Comcowich, Director of North American Sales, Darn Tough

Feetures

What role does the independent retail channel play in the brand’s overall strategy?

It is at the center of our wholesale distribution strategy. We built our brand and our business in the specialty channel and know that our success with independent retailers has created opportunities for growth in other channels as our brand has matured. We believe that one of the most important factors of our continued success is maintaining our strong position in this channel. Even as our business grows outside of the channel, we continue to prioritize the business and relationships we’ve built with specialty retailers.

When you think of some of your best retail partners, what words come to mind?

Our best retail partners are open, honest, and transparent and communicate freely about what is important to them, how our brand is performing, and what we can do to make our brand better. They are also loyal, but we believe we must work to earn their loyalty every day. And I think our best partners have an enterprising spirit. They are always looking for ways to work together to grow the business in a mutually beneficial way.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

We believe it’s really important to be easy to work with. This means having the inventory that retailers need when they need it. Turning orders around quickly and shipping new product launches on time. It means understanding that independent retailers often have small teams, and so it’s important to help provide merchandising support, training for staff, and advice about which products to carry. That’s why we still believe in the importance of face-to-face visits by our sales reps and sales managers.

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: It’s important that we communicate proactively and transparently about inventory challenges, product delays, and promotional schedules. If specialty retailers know that we prioritize their business, and communicate openly and honestly with them, they are understanding of the reality that brands need to operate and support an online business.

Key Product: We're in the process of launching a new reflective sock that's meant to provide protection for those who run at dusk, the evening or early morning. This is a new concept for us that will exist on one of our tried and true sock styles. We also have a grip sock coming out in the near future.

— John Gaither, CEO, Feetures

Finn Comfort

What role does the independent retail channel play in the brand’s overall strategy?

Our products are high quality, and we make them with the best components. This means we tend to be positioned on the higher end of the price spectrum! It requires a certain skill set to present FinnComfort to a consumer. That skill set resonates with the independent retailer who is more inclined to train their salespeople as professionals, equipped to measure feet, fit our footwear properly, and explain the features and benefits of our products.

When you think of some of your best retail partners, what words come to mind?

Trust - regarding the positioning of our brand. Our best retailers recognize the importance of carrying respectable brands and they drive their business through quality brands, products and service. Knowledge and Expertise - about our brand, our products, about why as a brand we are important to their mix. They know when our products are the best option for their customer. Service - They make the customer feel comfortable and “at home” in their stores. They meet, greet, seat and measure. They listen and learn. They present a selection of quality options, and they cement the sale!

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship? Challenge - The limited number of great independent retailers available to us. Strategies - A great stock program; No minimums on either preorders or reorders; Limited distribution that cultivates brand value and healthy margins; Proactively encourage the consumer to shop with our 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. They 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 crafting solutions that lift 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. These 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. They include accessory recommendations in their customer-centered selling culture. That 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. That 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. These retailers are the lifeblood of local communities, offering a personalized experience and deep product knowledge that larger chains often struggle to replicate. Independent stores help us maintain strong, direct connections with consumers, allowing for real-time feedback and the ability to quickly pivot in response to trends and needs. For us, fostering these relationships is essential to driving brand loyalty and delivering the best customer experience.

When you think of some of your best retail partners, what words come to mind?

Words like “trustworthy, adaptable, and community-driven” come to mind. They are committed to delivering value to their customers, just as we are, and they always go the extra mile to ensure our products are presented in a way that highlights both comfort and quality. Our most successful partners embrace collaboration and maintain open communication.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

‍ One of the biggest challenges is ensuring that we have the right shoes for each retail channel while balancing our responsibility as a brand with the need for timely feedback and timely orders from our retail partners. Our focus is on strong collaboration, aligning with our retailers on product selection and stock needs to ensure the best turns and maintain solid inventory availability. By working closely with our partners to forecast demand and keep open communication, we can provide the support they need to stay competitive.

To enhance our partnerships, we’ve rolled out a dedicated *Customerreporting@propetfootwear.com* email distribution, which allows us to gain better insights into sell-through performance. This gives us a clearer picture of how our products are performing and helps us understand how we can best support those partners who are willing to share that information. By fostering a proactive approach to inventory management and customer collaboration, we aim to maximize the success of our retailers and ensure they can consistently count on product availability.

Key Product: The Propet Ultra Series has become a cornerstone of the brand’s evolution, especially in the athletic and walking shoe categories. The series embraces a maximalist design philosophy, focusing on providing the most comfort and support possible, while still offering versatility for both casual and high-performance use.

— Jon Brookings, VP Sales, Propet Footwear

Rieker

What role does the independent retail channel play in the brand’s overall strategy?

‍The independent retail channel is vital to our strategy, development, and direction. The independent retailer is in our DNA at Rieker & Remonte.

When you think of some of your best retail partners, what words come to mind?

Passionate, Resilient, Partners, & Friends

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

‍Strategies - Being transparent, listening to our partners, and having the flexibility to pivot. COMMUNICATION the common thread.

— Rich Rask, President, Rieker Shoe Corporation

‍Saluber

What role does the independent retail channel play in the brand’s overall strategy?

Independent retailers are our primary connection to the footwear marketplace. The typical consumer for Saluber products is someone willing to pay for better quality products that alleviate their foot pain, and who appreciates good service to help them find suitable products. We value great independent retailers that communicate the benefits of our products to their customers.

When you think of some of your best retail partners, what words come to mind?

1) “Sit and Fit” stores that focus on excellent service and that suggest products to help their clients resolve foot issues, which ultimately can improve their client’s lives. 2) A deep knowledge of the products that they sell, including which products are best for which foot types. 3) A recognition of the value of long-term business relationships, as well as openness towards new vendor partnerships. 4) Efficient communication. If there’s an issue, I want to hear about it, so I at least have some opportunity to address it. 5) Predictable business operations.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

Our biggest challenge has been growing the number of retailers that sell Saluber. The orthotic insole category is crowded with competitors and even the biggest orthotics brands don’t generally bring significant foot traffic into stores, so we find many retailers hesitant to try new brands. To overcome these barriers, we’ve tried a number of different offers to entice retailers to give Saluber products a try in their stores, including risk free offers. Another area that we are trying to improve is product training. ‍

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We keep online prices high and never offer online discounts. Brick-and-mortar Saluber retailers can set pricing however they want within their physical stores — many sell Saluber for less than the online prices and make excellent profit margins, reducing the tendency of their clients to buy online.

Finally, if a retailer needs products drop-shipped we are glad to do it, and we never contact their customers or request customer email addresses.

— Marc Goldberg, Owner/GM, Bonapeda

Samuel Hubbard

What role does the independent retail channel play in the brand’s overall strategy?

Independent retailers are a critical piece of our distribution. Everything we make comes in at least two widths and all our footbeds are removable, so we are a brand that aligns with how they like to service consumers.

When you think of some of your best retail partners, what words come to mind?

‍We’re a family-owned company that prides itself on doing things the right way and building trust which is how pretty much all the great independent retailers behave. It’s been a joy to reconnect with so many of them and a reminder that doing business should be fair but fun and there’s room for both of us to be successful together.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

We never promote in-line products on our site, so the retailers never have to look over their shoulders to see if we’re competing.

Key Product: The Camino. This shoe is a great representation of who we are — a beautiful casual walker that is an alternative to sneakers yet delivers that level of comfort and support. It comes in American sizes whole and half and in medium and wide and sure looks better at work, or at dinner, or on a trip than a knit sneaker.

Bottom Line: We’re proud to be an incredibly retailer friendly brand and we intend to grow those partnerships over the coming years.

— Steven Mahoney, SVP Sales, Samuel Hubbard

Sorbothane

What role does the independent retail channel play in the brand’s overall strategy?

Independent retailers have been key to our strategy since our start over 40 years ago. We know that the independent retailer is the partner we need. They take great care to provide personal attention to everyone that visits their storefront.

When you think of some of your best retail partners, what words come to mind?

We think of independent retailers as our partners. Building blocks of our communities. They are fixtures in our neighborhoods. They offer employment opportunities and contribute to area charity events. It’s where we go for first-hand guidance and the best products, from people we trust.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand / retail relationship?

Communication is key... always will be. We reach out to our retail partners, to listen. We need to hear their ideas and share in any challenges. We discuss many things, from product ideas and innovations to customer service support. To design, produce and deliver a superior Sorbothane Insole we require the retailer’s input and their knowledge of the customer’s needs.

Handling hot button issues for retailers such as DTC, shipping costs, product availability & pricing: We produce our entire line of premium insoles in the US. Our design staff, offices and production facilities are in Kent, Ohio and we are able to produce and deliver our insoles without interruption and at a fair price. I encourage our retail partners to give me a call directly with any question or special requests.

— David Church, President, Sorbothane

täōs

What role does the independent retail channel play in the brand’s overall strategy?

The independent retail channel is truly the heart of täōs. We’re passionate about this channel because it’s where we believe consumers can truly connect with our brand for the first time and for repeat purchases. For 20 years, täōs has been crafting premium, classic footwear with a unique focus on our exclusive, innovative footbeds. These supportive footbeds are the cornerstone of our brand, aligning perfectly with the personalized, consultative approach that independent and specialty stores offer their customers. Our dedication to this retail channel has built strong, trust-based partnerships over the years. It’s a two-way street: we listen to our partners, and they listen to us. We support each other, leading to a cycle of creating high-quality products that resonate with consumers.

When you think of some of your best retail partners, what words come to mind?

‍Intelligent, smart. They have character and integrity. Supportive. They care (about customers, partners, good products, people)

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

täōs will continue to work hard, listen, adapt and respond to the evolving challenges of 2024 and beyond. The key is, and has always been, open and honest communication. Our commitment to consistent communication, and our solid relationships with our retail partners, remains crucial to creating strategies and tactics that not only build our brand but strengthen our retail partners in the independent channel. At täōs our goal is to grow our brand while ensuring the mutual success of our longstanding independent retail partners.

— Mike Walker, Head of Marketing, täōs

Thorogood

What role does the independent retail channel play in the brand’s overall strategy?

The retail channel is our only strategy. We do not do any DTC business. Unlike our competition, we want to partner with our retail channel partners to service our customers.

When you think of some of your best retail partners, what words come to mind?

Cooperative, Innovative, Strategic, Dependable, Open Minded

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

Communication, as more organizations seem to be doing more with less people. Inventory at the wholesale and retail level continues to be a challenge this year. Our No DTC stance eliminates one of the biggest challenges our retailers face.

Key Product: We’re excited to support our retail partners with the launch of the new Genesis footwear line. To make the rollout seamless and impactful, we’ve developed a turnkey marketing program designed to drive traffic directly to retail locations. This includes customized geo-targeted campaigns utilizing OTT, billboards, and targeted emails tailored to each retail partner’s needs. In addition, we've introduced new POP materials to help enhance the in-store experience and boost sales.

— Bianca Boettcher, Marketing Director, Thorogood

Xelero

What role does the independent retail channel play in the brand’s overall strategy?

Retail plays a crucial role. Those rooted in providing the best product for different kinds of foot-related ailments should be fully vested in making all efforts to be a provider of product that makes the lives better of the patient/customer.

When you think of some of your best retail partners, what words come to mind?

Passion is no. 1. Having empathy to help others. A sense of humbleness in the fact that we are servants. We get on our hands and knees and touch other people's feet in order to help them.

In 2024, what are some of the biggest challenges (or strategies) to maintaining a good brand/retail relationship?

Brands have to be part of the success at the store level. Training, Medical nights, and teaching our core values in the overall success of the brand and the retailer. Educating in terms of margins, turn, and overall profitability. "It’s not how much money you make that’s important, but how much you keep." Some brands are a flash in the pan and others keep the doors open with healthy steady margins.

— Michael Arce, National Sales Manager, Xelero