But it hasn’t deterred some of these retailers from branching out and extending the scope and reach of their overall business, including trying their own hand at being footwear brand owners and wholesalers. In fact, their experience as retailers is part of what makes their footwear brands unique.

Footwear Insight reached out to three of these retailers to learn more about why they are getting into the brand business.

Ziera and Django & Juliette

Oregon-based ERHCo Inc., the operator of retailers Shoe Mill and Burch’s, is the U.S. distributor and wholesaler for the Ziera and Django & Juliette brands. Ziera blends traditional comfort with style, while Django & Juliette offers a modern  twist on comfort. ERHCo is headed by Josh Habre, who answers our questions below.

Why did you decide to get in the wholesale business?

“It was by accident really. Ziera had been shipping everything from initial orders to single pair fill-ins from the southern hemisphere. We offered to be a ‘third party warehouse’ for them so that the shoes would be here in the states so everyone could get them faster. After six months, they approached us to distribute the brand fully — something we had zero experience in. We followed our grandparents’ entrepreneurial spirit and decided to go for it. The idea was to offer shoes with incredible features, unique styling at the margins the retailer needs today.”  

What was the biggest obstacle in getting the business off the ground?

“Ensuring a good balance between interesting product and core product…then having the right amount of inventory in both. As a buyer for the past 25 years, I know how impossible that is.”  

What is the most challenging aspect of distributing a brand and getting the word out to consumers?

“Being patient! In my 30 years in this business, I have seen brands come and go. The ones with the staying power build slowly, doing it the right way. The ones that come on hot can fizzle just as quickly. So, we take the patient approach and let word of mouth successes lead to the next success.”

What is the most exciting aspect of launching a brand in addition to your retail business?

“Hearing reports of success from retailers who gave us a shot. I love it when I go to a show and someone says, ‘You weren’t my biggest vendor, but you were one of my most profitable!’ That is a great way to start a line presentation. It’s a great feeling knowing we are helping fellow retailers make gross profit dollars. And then seeing our shoes on feet in my own community or in airports across the country — such a cool feeling.”

Landed

An adventure-ready sneaker brand, Landed was launched in 2023 by Bryce Anderson, owner of Utah-based retailer Walking Comfort, and Doug Hintze, a veteran outdoor industry footwear designer. Landed is currently sold online (landedfootwear.com) and at select retailers. Anderson says, “We plan to continue to grow our retailers, but plan to keep it very selective as we want to protect the brand as well as protect the retailers that we work with. We are currently evaluating some wholesalers for distribution in other geographies where we have seen high interest.” Anderson answers our questions below.

Did you see a specific, unmet consumer need before launching your own brand?

“Yes, we felt there was a big gap in the sneaker market. Most vulcanized sneakers have little comfort and have outsoles made for performance on a court or on a board. We wanted a comfort sneaker that could be used in all our adventures.”

What was the biggest obstacle to getting the business off the ground?

“We had very strict requirements for quality, sustainability, and comfort. Finding the right manufacturer and the right materials was a big effort, but we are very excited with where we are and the products we have on our roadmap.”

What is the most challenging aspect of launching your own brand and getting the word out to consumers?

“There are so many brands and so many things vying for consumer attention that it takes a great product along with a great message and a lot of luck to get the word out.”

What is the most exciting aspect of launching your brand in addition to your retail business?

“Seeing something that started as an idea to being worn and praised by customers is incredibly rewarding.”

RIVAL  

Justin Kehrwald, President and CEO of Tradehome Shoes based in Minneapolis, MN, and industry executive Carrie Giere, established RIVAL in 2022 in an effort “to disrupt the athleisure footwear market with stylish, all-day comfort.” RIVAL footwear is available at myrivalshoes.com and through premium retailers throughout the United States. Kehrwald answers our questions below.

Why did you decide to sell your own brand?

“First and foremost, we see a void in the marketplace. We see an opportunity to develop a premium line of athleisure footwear. Additionally, as many brands are focusing so much on DTC it makes it challenging for retailers to navigate pricing and assortment. We wanted to create a brand that moves with the trends while managing brand integrity.”

Did you see a specific, unmet consumer need before launching your own brand?

“We identify with consumers who crave trend-right footwear that feels great. We don’t want anyone to sacrifice one for the other. That is the driving force behind RIVAL.”

What was the biggest obstacle to getting the business off the ground?

“Gaining brand recognition is our biggest obstacle.”

What is the most challenging aspect of launching your own brand and getting the word out to consumers?

“The biggest challenge is sharing our unique story in an already crowded category. With everyone consuming content in many ways, we need to ensure our message reaches the right people at the right time.”

What is the most exciting aspect of launching your brand in addition to your retail business?

“We are excited to introduce footwear that is fresh, youthful, and comfortable, all without sacrificing style.”