The retail landscape has changed dramatically, thanks to e-commerce and direct-to-consumer brand competition, supply chain and inventory issues, inflation, hiring challenges and today’s fickle consumer. “The entire shoe ecosystem used to be easier to navigate and flourish in,” said Jeffrey Seidman, owner of Ahh Comfort Shoes in Illinois.

But many independent stores have embraced the opportunities. “During COVID, we had no choice but to pivot to the web, and when we did, we were able to see big wins,” said Lester Wasserman, owner of Tip Top Shoes in New York.

And as consumer demand for athletic product has skyrocketed, comfort retailers have followed suit. Rick Ravel, owner of Karavel Shoes in Texas, said athletic now represents 40 percent of his business. Similarly, Stan’s Fit for Your Feet in Wisconsin transitioned two of its shops into specialty running stores this year, and Pennsylvania’s Shoe Fly Shoe Inc. is expanding its Appalachian Running Company athletic store concept.

As consumers rediscover the benefits of in-store shopping, FN highlights 10 independent comfort stores that are leading the way with high-level service and brand selection.

Ahh Comfort Shoes

Owner: Jeffrey Seidman
Locations: 1 (Arlington Heights, Ill.)
Website: Ahhcomfortshoes.com
Certified pedorthist: 1
Top brands: SAS, New Balance, Hoka, Naot, Finn, Dansko, Birkenstock, Oofos, Ecco, Taos
Biggest initiatives: “Now that we restored our inventory in the right shoes from the best brands for the first time in three years, it’s time to pour more energy into advertising our brand,” said Seidman. “We need to remind Chicagoland that we are the leaders in solution footwear and inserts. We will be doing more community outreach, poignant e-blasts, digital marketing and old-fashioned postcards, which, surprisingly, are still our most effective means of communicating sales to our current customers.”
Our selling points: “What sets us apart, ironically, is exactly the same important elements of great shoe stores across the country, including providing sizes and widths, carrying the best brands from all over the world, [having] a pedorthist dedicated to finding solutions to foot issues, providing a wide array of different inserts, compression wear and socks to fine-tune people’s support needs. We are fueled by the desire to be the best option for people who need fit, service and solutions.”

Chiappetta Shoes

Owners: Fred and Lori Chiappetta
Founded: 1921
Locations: 1 (Kenosha, Wis.)
Website: Chiappettashoes.com
Certified pedorthists: 2
Top brands: Hoka, On, Taos, Clarks
Biggest initiatives: In February, Chiappetta Shoes moved into a new 10,000-square-foot location on 75th Street, featuring a window into its workshop and a custom chandelier made of shoe lasts. Its next focus in on staffing the bigger location.
Selling points: “Our old-school sit-and-fit service, pedorthists and now our state-of-the-art footwear shop,” said Austin Esser, head of content marketing. “We give our customers individual attention, listen to their needs and provide the best options to solve their foot problems. Our in-house pedorthic lab is rarely seen and is a staple of Chiappetta Shoes.”