Scene & Heard

TASM’s second show since the pandemic provided a muchneeded boost for the industry.

Atlanta Show Scores High Marks

IT SURE BEATS Zoom! That pretty well sums up attendees’ assessment of The Atlanta Shoe Market (TASM) held recently at the Cobb Galleria Centre. To conduct business in-person, to flex the shoes, smell the leathers, see the true colors, talk shop, catch up on the family…it was a “reality” show in the best possible ways that, try as one might, can’t be replicated virtually. Other factors that made TASM a success include familiarity, a nearly sold-out space of approximately 760 exhibitors and healthy buyer attendance that spanned majors to leading independents from coast to coast, Delta variant be damned.

All in all, TASM came across just like previous editions that Executive Director Laura O’Brien has overseen in her four decades at the helm. And that was exactly her goal: a format that conveyed business-as-usual despite the incredibly unusual circumstances. That sense of normalcy was found in the layout, décor (think lots of flowers), opening night cocktail party (held outside in an adjacent tent), NSRA education seminar…only temperature checks, wrist bands, hand sanitizer stations and masks were signs of an ongoing pandemic. It required a Herculean effort. “This has been the hardest show to pull off in my 40 years,” O’Brien says. “My expectations a month before were so high—we were sold out and expecting buyer attendance to surpass our February 2020 show—but a week before I didn’t know what to expect because of the Delta variant.” Fortunately, she says the show went beyond expectations in attendance and satisfaction. “People were just so happy to come together and conduct business the way our industry needs it to be done,” she says.

Gary Weiner, owner of Saxon Shoes in Richmond, VA, was one such satisfied attendee. Marking his first in-person show since the pandemic, he says it was great to be back. “I enjoyed being in the ’hood again,” he says. “It’s always good to bump into retailers and wholesalers, some I’ve known for 30 or 40 years. There’s not one disadvantage to doing it inperson. As long as it’s safe, it’s the best way to see a lot of shoes quickly, compare and weigh, foster relationships, and just get a little intravenous shot of ‘footwear.’” As for what was on display, Weiner reports plenty of composite clogs and slides, and 20 brands with Hey Dude slip-ons, a.k.a. Sanuk Sidewalk Surfers. “Every brand has more and more athletics, along with their Birkenstock versions,” he says. “We did find some fun looks at Chocolat Blu and L’Artiste.”

Lester Wasserman, co-owner of Tip Top Shoes and West NYC in New York, agrees that being on the show floor beat virtual buying. “Buyers need to touch the leathers, scrutinize the lasts, see colors—none of which is possible on even the greatest Zoom presentation,” he says. Overall, he reports buyers and wholesalers were enthusiastic about the future, although that varied depending on location. “Big cities continue to be much slower to bounce back than smaller towns and resort areas,” he says. “So there’s life after Covid, but tourists from the U.S. and EU are still missing from places like New York. However, we remain optimistic as vendors kept mentioning that they’re selling dress shoes.”

Max Harrell, vice president Global Sales for Ron White Shoes, reports its buyers were in an order-writing mood—for both its dress and sneaker collections. “Our luxury sneakers continue to blow out everywhere,” he says. “We also saw a strong response to our sandals and special occasion

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Outdoor Retailer Rocks On

DESPITE A MOUNTAIN of virusrelated challenges, Outdoor Retailer’s recent Summer Market in Denver fared pretty well, according to show organizers and attendees. It also marked the first time the outdoor community gathered in-person since January 2020, which was reason alone to celebrate.

“It was incredible to be back together again,” says Marisa Nicholson, show director. “Nothing replaces the value of in-person meetings. Plus, learning about new gear is really a tactile experience, so the ability to test products up close was great for buyers, as well as for brands as they can present their brand story as they want it to be told.”

While Nicholson reports traffic was down overall, it was expected amid a pandemic made even scarier by the spread of the Delta variant. Many companies remain under travel restrictions and others that planned to attend cancelled last minute. Overall, it was like the industry dipped its toe in the show’s waters again. “For those able to be in Denver, it was a great show,” she says. “Many exhibitors reported meeting new buyers, writing orders and making more connections, and retailers were glad to find a variety of new products and brands.” Nicholson adds, “We look forward to welcoming more of the community back next year (Jan. 26-28 and June 9-11).”

Christina Gaddy, vice president U.S. sales for Cougar Shoes, reports that its first major show in-person since the pandemic went swimmingly. “It was very worthwhile, and after months of zooming we were thrilled to re-engage with the familiar faces of our buyers and the entire Outdoor Retailer community,” she says. Gaddy says traffic overall was quality over quantity, which allowed for in-depth meeting amid safer environs. “We saw a handful of majors and worked with our valued specialty retailers who’ve helped establish Cougar’s footprint in the U.S.,” she says, noting that the general mood of buyers was upbeat. “Everyone was in great spirits. The OR community is tight-knit—I equate it to a family reunion. There were lots of fist bumps and air hugs, and catching up on business and personal lives. It felt good!”

What also felt good, Gaddy says, was the strong response to Cougar’s refreshed rain collection featuring new styles that generated plenty of orders. The company’s expanded sandal package—with fresh silhouettes and designs plus a nuanced and elevated color palette—also showed well. “Sandals are a fast-growing category and an area we expect major growth in for Spring ’22,” she says, noting that Cougar sits at the crossroads of outdoor fashion and function. “Our entire spring/summer collection is water-repellent and stain-resistant. It not only looks great, it performs. That’s our point of difference that has served us well pre-pandemic and we believe is future-proof.”

Jason Israel, Aetrex’s senior vice president of Business Development, Technology & Orthotics, reports a similar positive show experience. “Although traffic was down and it was a smaller scale than years past, those attending were business leaders,” he reports. “It was great to meet with the decision-makers who were interested in our technology and discuss how they could integrate our products into their businesses.” Israel adds that traffic was very steady. “We provided a unique experience at our booth by offering a foot scan (on its recently introduced Albert 3DFit device), drawing in attendees,” he says. “They were excited to learn how it can optimize their business by driving store traffic, increasing conversion rates and reducing online returns. They witnessed the speed and accuracy, and how easy our system can integrate into their existing POS systems.” Israel adds, “We converted some new retailers, and we look forward to building these into

Destination Denver: The outdoor industry gathered for long-standing partnerships.” the first time in 18 months to see what’s “in” for the outdoors. That try-on factor proved beneficial to Oofos, as well. The recovery brand introduced its Oocandoo line targeted at the outdoor adventurer and traveler. Darren Brown, head of marketing, says visitors experienced walking in what many consider the “best-feeling Oofos style to date.” Mission accomplished. “The reception was phenomenal,” he says. And while attendance was light overall, Brown reports traffic was steady and it allowed for more meaningful meetings. Jim Mavor, vice president of sales for Lamo, reports similar “better than expected” traffic. “We were pleased with amount of quality accounts we met with,” he says. “We wrote a lot of business. Most were still buying for the season at hand, but looking at the future more serious than last year!” Mavor cites its non-sheepskin Lamo Lite collection as receiving a strong reaction. Slippers showed no let-up, either. “Buyers finally understand people wear them year-round,” he notes, adding that, above all, having inventory was of particular interest to buyers. “The common show thread was those who had inventory thrived, and will continue to do so.” Perhaps the biggest takeaway from the OR show was how the category is extremely healthy overall. Participation and sales are at record levels in the bike, paddle, camping and hiking categories, among others. The pandemic has ushered in a wave of participants who have discovered/ rediscovered the physical and mental benefits associated with outdoor activities. “It’s paved the way for new brands to emerge with innovative new products with sustainable and affordable options, and to keep retail shelves full,” Nicholson says, noting the show had more than 130 new brands exhibiting. “Retailers are always on the lookout for new products, and as more people turn to the outdoors, many for the first time, it creates an opportunity to grow and diversify the outdoor community.” Brown concurs: “Retailers and consumers are actively seeking new products to enhance their exploration and passions at all levels. Servicing those desires should create a ripe industry for all to flourish.” —Greg Dutter

Earth Shoes on Solid Ground

EARTH SHOES IS now on more solid ground, thanks to the recent majority investment into the Waltham, MA-based comfort and wellness company by Windsong Global, a private investment firm. The company’s portfolio includes Earth, Earth Spirit, Earth Elements, Earth Origins and Kalso brands, along with the recently licensed Tamaris.

Mark Parsley, recently named CEO of Earth Shoes, says the investment will enable the company to do more of what it’s been doing for 50-plus years, only on a much grander scale. “The partnership with Windsong allows us to grow not just into more markets, but the resources to build new products and impact more people than ever,” he says. “We’re excited to see where the next 50 years take us.”

Becoming more of a lifestyle brand in part of that destination. “One of the most exciting areas of focus is being known for more than just footwear,” Parsley says. “We’ve already begun our due diligence to expand our lifestyle brand to ultimately include apparel, accessories and other product categories that align to our mission and dedication to serve our loyal customers.” The fact that sustainability is increasingly important to consumers makes this expansion more timely as Earth Shoes has long been committed to eco-friendly design, as well as social fairness in its partnerships. “In many ways the Earth brand was ahead of its time, and now more than ever the time is right to leverage our sustainability platform,” Parsley says. “We’ll reposition to a lifestyle brand with the help of Windsong to scale our business to new customers and product categories, but our biggest ethos will be focused on our tag line: ‘Build a Better Earth.’” Parsley, who joined Earth in 2020 as president (prior to that he was president of Creative Recreation for two years and executive vice president of Marc Fisher for a decade

Mark Parsley, CEO, earlier) assures all parties are on the same Earth Shoes page in terms of goals. “Both of us wanted to ensure a partnership would be beneficial for everyone,” he says, adding that the company spoke with many potential investors before deciding on Windsong. “We’ve spent many years creating a trusted brand, and it’s incredibly important that we don’t fall short in this area, regardless of potential growth.”

The feeling is mutual, according to William Sweedler, chairman and CEO of Windsong. “Earth has established itself as a leading and trusted brand in comfort footwear (since the brand’s inception it has sold more than 150 million pairs of shoes), and I believe significant expansion opportunities exist within the sector as well as opportunities to leverage its strong intellectual property and brand equity into new categories,” he says. “The brand is incredibly relevant to consumer sentiment today and we’re excited to dedicate the resources, capital and relationships to propel the company into its next chapter of growth.”

Earth Shoes marks the fifth investment made by Windsong in its current investment platform, which includes purchases of SWIMS and Robeez. Since its founding in 2006, the firm and its predecessor funds have completed 58 transactions in excess of $10 billion of value. Terms of the Earth Shoes deal were not disclosed.

Rising LPGA star Lexi Thompson.

Aetrex Tees up Golfer Endorsement

AETREX, A LEADER in foot scanning technology, orthotics and comfort and wellness footwear, has inked an endorsement deal with Lexi Thompson, LPGA Champion, Tokyo 2020 Olympic athlete and one of the most-credentialed players at a young age. (Thompson became the youngest golfer to ever qualify to play in the U.S. Women’s Open at age 12, turned professional at age 15 and won her first major championship at age 19.) Already a longtime customer, Thompson has been leveraging Aetrex orthotics to enhance her performance during training and tournaments.

“Before using Aetrex orthotics, I was suffering through a lot of foot pain, especially after a long day of training or while playing four rounds at a tournament,” Thompson states. “Three years ago, I decided to test a few orthotics and found that Aetrex’s Compete orthotics worked best because they helped compensate for the low arch of my feet. They instantly made my golf shoes more comfortable and supportive, which has helped optimize my power transfer on the field and my overall stability.” Thompson adds, “I can now regularly walk over 35 miles a week, as is common during training or when playing in a multi-round tournament, with no pain at all. I even wear them in my regular day-to-day shoes!”

Aetrex’s Compete orthotics are designed with proprietary, strategically placed arch support and feature high-tech, lightweight, premium shockabsorbing materials, enhancing the user’s overall foot health. Designed to address various causes of foot pain, including plantar fasciitis, flat feet, ball of foot discomfort and heel pain, the orthotics provide biomechanical alignment, keeping the foot closer to the neutral position throughout the gait cycle. Proper alignment helps minimize overpronation and reduces stress on the plantar fascia, knees, hips and back.

Larry Schwartz, CEO of Aetrex, says Thompson is above par (in a good way) for several key reasons to be a spokesperson for the company. “First, she’s one of the most-credentialed golf players at a young age,” he says. “Second, she has an authentic relationship with our product and our brand, so it was a natural next step.” Schwartz adds, “We’re thrilled to be partnering with Lexi to bring more awareness of our orthotics into the golfing arena and beyond.”

Over the coming months, Aetrex will be sharing a variety of content on aertex.com and its social media channels, where Thompson will share her orthotics experience, bringing awareness of their benefits for athletic performance. “Lexi is a great brand ambassador in the golf world and a natural choice for Aetrex,” Schwartz says. “She found Aetrex orthotics to be the best fit for her, providing the comfort, support and alignment she needs to perform at her best.”