How Midwest Shoe Merchants Is Expanding its Reach

by · WWD
A look at the rebranded storefront at the former Waxberg's Walk Shoppe in Northern Illinois.Midwest Shoe Merchants

Midwest Shoe Merchants is making a move in Northern Illinois, starting with the rebranding of one of its key locations.

The family-owned Midwest operates seven stores under the banner’s Stan’s Shoes, Goodmiles Running Company and The Vionic Store by Stan’s, as well as a e-commerce sites.

In the latest move, Waxberg’s Walk Shoppe is now Stan’s Shoes, which has a 76-year legacy.

Wisconsin-based Midwest acquired Waxberg’s at 7013 W. Dempster St. in Niles, Ill., in 2022. While Midwest evolved the product selection in the store, it kept the store intact with its existing store furnishings and fixtures. The rebranding coincides with a newly renovated space at the same location. The full remodel includes an open layout, as well as new digital foot-scanning technology that provides insights into foot measurements and characteristics.

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“We did a lot of research in advance about what people are looking for in a retail space, and we go around to different stores personally,” Megan Sajdak Holtan, Midwest’s chief strategy and marketing officer, said in an interview.

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She described the renovated space as having a lot of clean lines, comfortable seating and plenty of space to walk around that also “showcases who we are and what we are, and that really puts the shoes front and center in our store design to make it easy for the shopper.”

The store’s shoe specialists are trained in fit, and technology gives them additional tools at their disposal. The newly renovated store also includes a scanner from Aetrex to provide additional information for the fit specialists.

“Our fit specialists do everything from measuring feet to looking at the shoes. Sometimes they are fashion experts. Sometimes, they’re more on the health side when we partner with doctors to fulfill their patient’s needs, such as with orthotic inserts,” Sajdak Holton said.

MIdwest earlier this year shifted gears and named Sajdak Holtan’s brother David as its new chief executive officer. He was formerly director of merchandising. Brother Ben is chief operating officer. Their dad Jim is the company’s board chairman, and his wife is vice chairman. Another brother Andy is a member of the company’s board. The siblings’ grandfather Stan began the business in 1950.

The company’s CEO said in the telephone interview that their grandfather emphasized the “sit and fit” model where one’s feet are still measured, continuing the focus on personal interaction and finding the right fit and shoes that customers want. He continues to scout the world with the company’s merchandise team to bring unique, quality products for its stores.

“We obviously have to constantly be aware of current trends and what the consumer wants,” Sajdak said.

And while the athletic side of the business is dominant, he said there’s a slight shift in what consumers want, and that’s that “they don’t want an athletic shoe for everything anymore. We are seeing a nice little uptick in casual footwear.” He cited Picolinos, Taos, Aetrex, and Dansko as brands that a seeing a “nice little lift” as consumers seek out something different.

“We are seeing that waterproof walking shoes have continued to be very popular. You can use those for a lot of different activities,” he added.

The interior of Stan’s Shoes at the former Waxberg’s Walk Shoppe in Northern Illinois. CREDIT: Midwest Shoe Merchants