Canadian Retailer - Winter 2014 - 26
MYSTORE PROFILE
LO C AT I O N P H OTO G R A P H Y B Y B A N KO M E D I A
The Fluevog location in Toronto's historic Distillery District is as unique as the product on display.
"We try to make the stores a little bit wowwy.
I want them to look non-corporate, whatever
that means. Every store is different and
reflects the individuality of the footwear itself
and of the brand, of being different in the
marketplace and standing out."
- JOHN FLUEVOG
Fluevog and a team of designers come up
with the creative concepts using 3D software
and 3D printers. Manufacturers in Portugal,
Poland, Vietnam, Mexico and Peru turn the
concepts into sellable shoes.
And while the business looks for ways to
streamline the production process, the retail
business continues to grow. Adrian Fluevog,
John's son and Head of Retail Operations,
says the chain has been expanding at about
two to three stores a year, a rate of expansion
that "seems to be working out pretty well."
"I don't have any massive, five, ten store a
year expansion plan because it's too much,
26 |
canadian retailer | winter 2014 | www.retailcouncil.org/cdnretailer
it's growing beyond what we can control," he
says. "Right now, we have a formula for opening up stores and it's working."
Currently, the retailer is renovating four
older stores-some as old as 20 years-before
it will turn attention back to opening new
stores in Canada and the U.S. The most recent
openings were stores in Toronto's Distillery
District and in Denver last July.
The brand in store design
Fluevog shoes have unique soles, says the
company motto. The stores, too, have something unique.
The new Distillery District store has a leather wall, a Douglas fir desk, tables and blocks
made out of wood reclaimed from the historic
building's basement and a paper mache chandelier that catches the eye without distracting
from the centerpiece of the stores-the shoes.
"We try to make the stores a little bit wowwy,"
says John. "I want them to look non-corporate,
whatever that means. Every store is different
and reflects the individuality of the footwear
http://www.retailcouncil.org/cdnretailer
Canadian Retailer - Winter 2014
Table of Contents for the Digital Edition of Canadian Retailer - Winter 2014
Publisher’s Desk
Retail Currents
Sourcing Retail Talent for Today’s Business Needs
Hr: The Missing Piece to the Omnichannel Puzzle
Excellent Customer Service for Everybody
Different Is the Brand
Hats Off to Customer Service
Total Rewards: Beyond the Numbers
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2014 - cover1
Canadian Retailer - Winter 2014 - cover2
Canadian Retailer - Winter 2014 - 3
Canadian Retailer - Winter 2014 - Publisher’s Desk
Canadian Retailer - Winter 2014 - 5
Canadian Retailer - Winter 2014 - Retail Currents
Canadian Retailer - Winter 2014 - 7
Canadian Retailer - Winter 2014 - 8
Canadian Retailer - Winter 2014 - 9
Canadian Retailer - Winter 2014 - 10
Canadian Retailer - Winter 2014 - 11
Canadian Retailer - Winter 2014 - Sourcing Retail Talent for Today’s Business Needs
Canadian Retailer - Winter 2014 - 13
Canadian Retailer - Winter 2014 - 14
Canadian Retailer - Winter 2014 - 15
Canadian Retailer - Winter 2014 - Hr: The Missing Piece to the Omnichannel Puzzle
Canadian Retailer - Winter 2014 - 17
Canadian Retailer - Winter 2014 - 18
Canadian Retailer - Winter 2014 - Excellent Customer Service for Everybody
Canadian Retailer - Winter 2014 - 20
Canadian Retailer - Winter 2014 - 21
Canadian Retailer - Winter 2014 - 22
Canadian Retailer - Winter 2014 - 23
Canadian Retailer - Winter 2014 - Different Is the Brand
Canadian Retailer - Winter 2014 - 25
Canadian Retailer - Winter 2014 - 26
Canadian Retailer - Winter 2014 - 27
Canadian Retailer - Winter 2014 - 28
Canadian Retailer - Winter 2014 - 29
Canadian Retailer - Winter 2014 - Hats Off to Customer Service
Canadian Retailer - Winter 2014 - 31
Canadian Retailer - Winter 2014 - 32
Canadian Retailer - Winter 2014 - 33
Canadian Retailer - Winter 2014 - Total Rewards: Beyond the Numbers
Canadian Retailer - Winter 2014 - 35
Canadian Retailer - Winter 2014 - 36
Canadian Retailer - Winter 2014 - Advertiser's Index
Canadian Retailer - Winter 2014 - Retail Quick Tips
Canadian Retailer - Winter 2014 - cover3
Canadian Retailer - Winter 2014 - cover4
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