IR Show Attendance Up

GLASS-ROOF DIGS on the second floor of the San Diego Convention Center helped brighten what was already an upbeat mood at last month’s IR Show. Gary Hauss, show director, reports attendance was up 16 percent at the show’s third edition.

“The hall was one-of-a-kind,” says Justin Kehrwald, president & CEO of Tradehome Shoes, a 120-plus chain based in Cottage Grove, MN. “You could definitely sense the sunlight’s impact on the overall energy, which was very positive.”

“The setting and the vibe were absolutely amazing,” concurs Dave Asotbiza, president of the Sole Desire chain in central California and makers of Biza. “The layout was easy to shop, it was a good setup for vendors and the overall mood was good.”

“We had retailers from 28 states, including first timers Zulily and Walmart.com,” Hauss reports, noting that the show featured a new Kids’ section and expanded fashion and work boot offerings. “Many vendors also had a lot of surprise walk-ins, as well as met with retailers they’d been trying to reach.”

“The traffic was great, particularly the quality,” says Oliver Hede, North American manger for Imbox Protection. The first-time exhibitor makes protective shoe devices that claim to be quick, organic and safer than athome aerosol sprays. (See article below.) “Vendors and buyers had genuine interest in our products, and in making connections,” Hede adds.

“Day one was fabulous,” says Sam Spears, president of Ara North America. “The last day was slower, but it gave us the opportunity to meet for a second time with some of our key retailers to finalize the direction of their buys, so it was very productive.”

Aetrex’s Matt Schwartz and John Pierce of Lamo concur on IR’s traffic pattern. “The traffic overall was strong as we met with independent >54 ers to protect and increase the longevity of their footwear, it presents an additional revenue stream for retailers as well as serves as a traffic draw. The Denmark-based company, since launching in 2011, has proof. “On average, approximately 40 percent of all shoes sold receive the treatment based on data we’ve collected from over 6,700 Imbox set-ups in 31 countries, which complete over 30 million treatments annually,” says Oliver Hede, North American Manager for Imbox Protection. “Imbox is a proven in-store service that provides an experience that we know consumers purchase at high rates. It’s also a proven way to obtain additional revenue and generate positive cash flow from day one.”

Imbox offers a risk-free pilot program that involves a small fee per treatment used, while all other device costs are covered. Those include shipment, installation, maintenance, staff training and replenishing fluid. A six-to-eight-week pilot program that moves on to a long-term agreement requires a monthly rental fee for each unit that includes a number of free treatments. “Imbox is not an add-on cost to the retailer,” Hede says. “And from a consumer standpoint, it just makes sense to pay only $7 at checkout to get newly purchased shoes protected in an environmentally friendly and safer way than traditional aerosols.”

ATTENTION RETAILERS: WOULD your customers shell out $7 to have the shiny, new and more expensive shoes they’ve just purchased protected against water, stains and color fading? Would they be interested in this checkout process that’s quick (about 60 seconds), organic and safer than home aerosol methods? If the answer is yes to these questions, then you might consider bringing in an Imbox device in your stores.

Not only does an Imbox device provide an eco-friendly way for custom-

Imbox began branching into the U.S. market last summer. So far, so good, reports Hede. “We’ve received great feedback from retailers who see Imbox as an opportunity to increase basket size,” he says, citing California’s Lucky Feet Shoes and Schuler Shoes in Minnesota as two early adopters. The company’s European clientele includes Deichman, Stadium and The Athlete’s Foot, among many others. “We’re presently in communication with several U.S. regional and national chains in various categories, including dress, sports, outdoor and department stores,” Hede says. “We’re confident U.S. consumers, like EU consumers, will appreciate the convenience, technology and service that Imbox offers.”

Rack Room Teams with Sneaker Impact

Donated kicks drive aimed at a more sustainable future.

AS PART OF Rack Room Shoes’ efforts to evolve products and processes for a more sustainable future, the family chain is launching a new initiative with recycling partner, Sneaker Impact. Customers can now donate gently worn sneakers by placing them in a collection box at any Rack Room Shoes location to reduce waste across the company’s footprint, which spans more than 500 communities and 36 states. Sneaker Impact will collect and upcycle the donated shoes throughout the year and ship them to developing countries around the globe, providing footwear to people in need while creating jobs in the marketplace.

“We place a priority on being creative when it comes to finding new ways to work with our customers, associates and partners to positively impact our environment,” says Brenda Christmon, senior director of Brand Communications for Rack Room Shoes, noting that the partnership tackles visible signs of poverty by supplying proper shoes to children and adults, ensuring they can attend school and work with greater self-esteem. “Helping others in need is the primary goal of Rack Room Shoes Gives, as social responsibility is one of our most important company values.”

Rack Room Shoes rolled out a soft launch of the Sneaker Impact program in stores around its home base of Charlotte, NC, this summer. The test was successful in promoting a positive attitude towards sustainability among both managers and customers.

“We are grateful to work alongside Rack Room Shoes to help us spread awareness on the many benefits of upcycling gently used sneakers,” says John Licata, general manager of Sneaker Impact. “They have a rich history in maintaining a special commitment to those in need, and this partnership allows us to lead the movement in sustainability, educate locally and benefit globally.”

Sneaker Impact will donate $1 for every pair collected to the nonprofit organization, Shoes That Fit. Rack Room Shoes has maintained a long-standing partnership with the national organization, which provides new footwear to low-income children.

Surf Expo Roars Back

The coastal lifestyle and watersports show buoyed by faceto-face meetings.

SURF EXPO, A division of Emerald Exhibitions, reported a 21 percent year-over-year gain in overall attendance for its January 2023 edition, hosting more than 8,500 industry members at the Orange County Convention Center in Orlando, FL. Notable footwear brands in attendance included Birkenstock, Keen, Hey Dude, Salty Crew, Katin, Dickies, Havaianas, Hari Mari and Sperry.

“The surf, coastal and resort markets are thriving and vibrant,” reports Roy Turner, show director. “We were thrilled to see qualified buyer attendance up 20 percent (totaling more than 4,100 buyers) over the previous year. These retailers from the U.S. and more than 60 countries got to check out more than 750 brands.”

From a footwear perspective, Turner says Surf Expo enables exhibitors to reach a buyer audience that might not attend shoe-specific shows. “Our new Bluewater and Shoreline floor categories continue to bring a new buyer base, many of whom are looking for footwear resources,” he says, noting that there’s a large crossover between coastal life and board sports categories, which is a bonus for all attendees. “If brands or retailers have any connection with the board sports, beach or coastal resort markets, Surf Expo is the place to be.”

Many buyers were on the hunt for newer brands to stay on top of the latest trends. “As independents, we like to think of ourselves as pioneers and as the heartbeat of the retail landscape,” notes Jim Archibald, owner of Archie’s Surf Shop in Grand Bend, Ontario. “Having these niche brands really arms us in battle in this evolving market. Hopefully these newer, small- to medium-sized companies will be the big brands of tomorrow.”

Retailers also valued the face-to-face meetings with brand executives. “It’s always valuable to meet with brands in person, especially since that has been a challenge the last two-and-a-half years,” says Timothy McKevlin, owner of McKevlin’s Surf Shop in Folly Beach, SC. “We definitely had a productive show.”

Exhibitors were stoked by the strong buyer turnout. “This Surf Expo was one for the records,” reports Patricia Thornton, president of Psycho Tuna, a men’s surfwear label. “Retailers were present and buying.”

“As a new brand into our third year, this was our busiest show we’ve had since we launched I-SEA,” adds Don Dyer, vice president of sales for the sunglasses brand. “We saw over 130 retailers in two-and-a-half days. This was the best Surf Expo I’ve seen in the last eight years.”

Surf Expo’s next show is Sept. 7-9, 2023, at the Orange County Convention Center’s South Concourse. Turner expects increased attendance of buyers and exhibitors. “Since our return from Covid, each of our events have grown by 15 to 20 percent, and we expect September to continue the trend,” he says.