![]() Replicating multiple steps and expanding the company culture while scaling up the planned expansion is a challenging task but one that is possible to achieve on a larger scale. “That was fun to build,” Lenczewski says. One exception to this, however, is its flagship store in Manhattan, with 3,300 square feet. Convenience is important to Red Wing Shoes customers, and as the company sights real estate, it considers the proximity to where consumers live, work, and shop in order to secure retail spaces that are 1,500 to 1,800 square feet. The store design format may be standardized, but no two locations are the same. We have to know what is in our scope and what is not.” “It starts with initiation, identifying the location and the, followed by planning, execution, and closing tasks. “Each new location goes through four stages,” she says. Courtesy of Red Wing store, Kitchener, ON Retail showroom photo from the new dealer store in Kitchener, Ontario, showing the Ultimate Fit Experience wall to guide guests through a full custom fitting experience to find them the right footwear with the best fit, footbed, and socks to meet their needs. With her own Project Management Professional (PMP) certification, she applies her education to the company’s expansion, one store at a time. The family-held company has a well-established culture in which Lenczewski has been immersed since joining the company in 2015. Red Wing Shoes distributes hundreds of products in 110 countries, with physical retail locations in a handful of European and Asian cities. ![]() The expansion is focused on every US state and Canadian province. “We look at the work streams and evaluate what needs to be done,” she explains. ![]() She heads up a core team of planners who represent 15 functional areas that will be needed to support this rapid growth. She says they are in a “assess and prepare” phase in 2023, building rapid-growth can-do plans for what’s to come. “We used to build about 10 stores per year,” Lenczewski says. In fact, the company plans to significantly grow its unit count over the next 5 years, largely through its dealer-owned opportunity model. Courtesy of Red Wing store, Manhattan, NY The “wall of expectation” at the company store in Manhattan: a brick wall with the Red Wing logo that is standard in all retail locations. That’s a lot of feet needing a lot of shoes. Job growth is occurring also in manufacturing, albeit at a slower pace but with the winds of government and private sector investment in renewable energy and infrastructure-supply industries at its back. Lenczewski is tasked with expanding the company’s number of brick-and-mortar retail, which might be related to the reshoring of manufacturing jobs to the US, as well as the strong construction sector that now begs for workers.Īccording to the Association of General Contractors, construction employment grew in 45 US states in 2022, with job growth in places such as Texas (34,800 jobs added that year), Florida (23,600 jobs), New York (21,900 jobs), and Tennessee (14,000 jobs) leading the pack. Courtesy of Red Wing store, Fort Smith, AR Retail showroom photo from Red Wing’s new dealer store in Fort Smith, Arkansas, showing off 3D and dynamic foot scanning devices for custom fits. “We find consumers at their jobs.” The strategy is not new: company’s first mobile shoe truck hit the road in 1963. She explains that many employers provide vouchers to their workers that make the brand’s shoes a likely preference. “Our shoe stores on wheels help us serve commercial accounts,” says Jaime Lenczewski, director of global retail projects for the century-old, vertically integrated, global manufacturer and seller of shoes, work wear, and accessories. As the company researches the consumer makeup of different geographies, it asks: does this consumer prefer to buy via brick-and-mortar retail stores, mobile shoe trucks, or online? The mobile shoes stores are outfitted on light-duty trucks that go where consumers can be found. Yes, the Minnesota-based company has a fleet of about 100 mobile shoe stores, in addition to its on-site and online stores. Red Wing Shoes has both of those, but also sells its work and lifestyle footwear via a third venue, which consists of two axles and a transmission. Getting your Trinity Audio player ready.Ĭonsumer products retail-the footwear category in particular-is generally thought to be conducted either online or in brick-and-mortar stores.
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