Billabong ▲ +0.010 | PPR ▲ +0.55 | American Apparel ▼ -0.013 | The Buckle ▼ -0.39 | Columbia ▲ +0.09 | Deckers Outdoor ▲ +0.26 | Dicks ▼ -0.02 | Foot Locker ▼ -0.18 | Genesco ▼ -0.06 | Iconix Brand Group ▼ -0.05 | Jarden Corp ▲ +0.15 | Nordstrom ▼ -0.15 | Luxottica ▼ -0.56 | Nike ▲ +0.51 | Pacific Sunwear ▼ -0.05 | Skullcandy ▼ -0.04 | Sport Chalet - 0 | Urban Outfitters ▼ -0.53 | VF Corp ▼ -0.01 | Quiksilver ▼ -0.01 | Zumiez ▼ -0.33 | Macys ▼ -0.37 | Tillys ▲ +0.05 |
Ticker Sponsor
Readers Say
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
Industry Insight

MOSS ADAMS: Webinar 12/2 on internal controls to increase the value of your business.
AGENDA: 12/30 deadline to pre-register for Jan. 5-6 Long Beach show.
CIT TRADE FINANCE: Middle-market retailers cautiously optimistic for holiday.
Details on Industry Insight.

Tiffany Montgomery
Print This Article

Sole Tech revamps Etnies toddler shoes

By Tiffany Montgomery
September 03, 2008 5:42 AM

Sole Technology has remade its line of shoes for toddlers for Spring 2009 after consulting with a Newport Beach shoe store owner on what size, fit and flexibility specifications are important for new walkers.

Previously, the toddler shoes, while popular for parents who want their children to wear a cool brand, were more narrow and stiff. They were made like a typical athletic shoe instead of designed specifically for little guys and girls, said Stacey Arthur, Etnies Kids product manager.

So the company worked with Brad Levy, owner of Shoe Box at Fashion Island, and conducted other research to change the shoes to ensure the best fit and function for toddlers.

shoes for toddlers

The new shoes, above, are wider to accommodate chubby toddler feet, open wide to make it easier to get the shoes on, and are super flexible, an important feature for those taking their first steps. The shoes also have molded heels because although toddler's feet are typically wide and chubby, their heels are still narrow.

The shoes, called "Grow with Me," also have an insert that can be removed as the child's foot grows so the toddler can wear the shoe longer.

The Sole Tech technical team did extensive testing on the shoes, bringing in a crop of toddlers to walk around the Sole Technology Institute lab. The team also spent a day at the Shoe Box watching kids try on shoes.

The shoes, from size 5T to 10T, will retail for $27, a $1 increase from the previous version to cover the increased costs.

Mindy Cook, Etnies domestic sales manager for girls/youth, believes the improved toddler shoes will get Etnies into new distribution channels, including kids shoe specialty retailers. Her team is just getting on the road now to sell the three styles in the Grow with Me line.

The youth market is an increasingly important growth area for action sports companies, including Sole Technology. Etnies Youth, which includes infants, toddlers and kids, accounts for about a quarter of total Etnies sales.

Levy of Shoe Box is pleased with how the new toddler shoes turned out. The Etnies brand is "off the hook" in his store, and he currently sells 20 pairs of Etnies kids shoes a day, he said. He expects the improved shoes to do even better.

"They are awesome," Levy said. "Stores like mine that measure and fit kids' feet will love these."

Levy is especially pleased that the Sole Tech team listened to his input. He has consulted with other companies before who appeared to be interested in his advice, but when he saw the final product, none of the features were included.

"They took it word for word," he said. "Every detail I asked for is there."

Articles You Might Have Missed