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WWD/Footwear News
11/19/2007
Three’s Company
LUISA ZARGANI
11/19/2007
LOS ANGELES (Nov. 19, 2007) — As a trio of mothers with six small children between them, the owners of L.A.’s Wee Soles have always been picky about the shoes on their kids’ feet.
So when an opportunity presented itself to go into business together, Tamsin Carlson, Joanna Sacavitch and Darci Rosenberg didn’t have to think too hard about what the venture would be: a shoe store for children that would offer everything from traditional to trendy styles, keeping comfort and quality at the core of the offerings.
But as often happens with new niche businesses, the store took on a life of its own. Now, some of Wee Soles’ bestsellers are styles that other stores opt not to carry, allowing the boutique to become a first stop for fashion-savvy parents who insist their kids be well-heeled.
And such has been the success of the 18-month-old store — Rosenberg says sales have doubled from one season to the next. The owners are even looking to expand next year, hoping to set up a Wee Soles branch on the west side of Los Angeles, possibly in Culver City, Calif. “The reason people come to us is because we have a very unique selection,” Rosenberg said. “It’s a combination of traditional, trendy, extremely well-priced and off-the-beaten-path stuff.”
The various sensibilities of the store may have something to do with its owners. Rosenberg, a former child therapist, met Carlson at a play group and has been friends with Sacavitch since they were kids. Sacavitch, who is a lawyer, generally deals with the boutique’s business matters, while Rosenberg primarily buys for the store. And Carlson likes to personally fit shoes on kids’ feet — something she said she learned about when the boutique first opened and is now very passionate about.
The result of this meeting of the minds is a cozy, cheerful and compact space that has the look and feel of a candy shop. It took four months to revamp the former 98 Cents store in which it is housed. The walls are painted pale blue and embellished with a silhouette of an elephant. The seats are orange cube-shaped cushions. A well-worn play kitchen and coloring table keep kids occupied while their parents browse, as does a coin-operated motorcycle outside. Nestled between a gelateria and a café on a busy street in L.A.’s trendy Silverlake area, the store automatically lends itself to being a hub for the community.
“Our customers are the moms and dads in their 30s who are in a creative field and have nice houses, but don’t have a ton of income,” said Rosenberg. “Their money goes into their real estate. And when it comes to shoes, they want quality.”
Rosenberg stressed it was all a question of knowing your customer. People who live in Silverlake are known to be very eco-conscious, so Wee Soles carries Simple, a line of environmentally friendly footwear. And the store’s edgier fare resonates with the artists and musicians who live and work nearby.
“This area has just exploded,” Rosenberg said of the hip, young neighborhood. “And we opened here right when it started happening. We don’t advertise at all, so all the business we get is through word of mouth.”
Wee Soles stocks diverse brands and styles, ranging from floral-print shoes from Lelli Kelly to sturdy cowboy boots from John Deere. Japanese brand Tsukihoshi’s sleek sneakers also are featured, as are red satin printed shoes from Geox. Offerings run from quirky (Sanita’s clogs imprinted with skull-and-crossbone motifs) to formal (Ecco’s simple black dress shoes) to everyday (Puma’s blue suede sneakers).
“One of the things that reps say to us is that we pick the things that nobody else likes,” noted Rosenberg. “And those are the ones that sell the best. It’s because we know our market, we know our target population and we’re really embedded in the community. We’re moms, we know quality, and we have a good eye for the unique.”
Wee Soles carries between 40 and 50 different brands, although collections are almost always cherry-picked. Prices average around $50 to $60, with sizes offered for newborns through 10 year olds. “We try to have a range of basics and offer a range of prices,” said Carlson, adding that related accessories — raingear, socks, hats, bags and even luggage tags — have proven to be popular among customers, as well.
Brands that sell to the store seem to appreciate the concept behind Wee Soles. “It’s a great store with a great variety,” said Tamar Hermes, independent sales rep for See Kai Run, a Seattle brand that makes soft-sole leather shoes for first-walkers. “They have some unique and innovative things, and the [owners] are really knowledgeable. They’ve made [the store] cute, comfortable and friendly.”
Christian Denney, owner of Las Vegas-based Me-in-Mind, a hip line of footwear for infants and toddlers that is sold in 300 boutiques nationwide, said the Wee Soles customer fits with his own client base. “The store’s geared toward younger parents, and that’s our target market,” Denney said. “It’s rare you find a store that has the styling that goes hand-in-hand with your brand, and that’s what they offer us.”
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