The Journey From Brick-And-Mortar To Online Retailer

January 2014 Integrated Solutions For Retailers

By Cindy Dubin, contributing editor

This shoe company is experiencing 25 percent annual growth after becoming an omni-channel retailer.

Footwear etc. realized in 2008 that the time had come to transition from a brick to a click. What started in 1986 with one family-run store in Palo Alto, CA, has grown to nine locations, including an online presence. Store number 10 is about to open, and number 11 is under construction. Footwear etc. employs more than 120 employees throughout California. However, making the move to omni-channel retailing proved to be a challenge. Elie Monarch, CEO of Danali Shoe Co., dba Footwear etc., said a lot of research, and some failed systems, went into making the transition a success.