Footwear brand in deal with Target; updating stores

New York -- One of the nation’s most venerable children’s footwear brands has entered into a deal with Target. The brand is also updating its own in-store experience as it looks to align itself more directly with contemporary shoppers.



Stride Rite is launching Surprize by Stride Rite, an exclusive line of tyke-sized tennis shoes in Target, designed in partnership with Stride Rite.



The Target move is part of Stride Rite’s new “Built for Childhood” brand platform that, among other things, also includes service improvements designed for today’s parents. The revamp is designed to make Stride Rite’s brand experience more convenient, immersive, social, relevant, and fun, the company said.



“Whether a mom finds us in a Stride Rite store or on striderite.com, engages with us on one of our social media channels, or shops for our brand at one of our great retail partners, she will immediately see and feel the energy and relevance of ‘Built for Childhood’ to her life,” said Ira Hernowitz, Stride Rite president. “It reflects our commitment to delivering everyday solutions for parents in children’s footwear.”



As part of the brand revamp, Stride Rite will introduce new formats and technologies to better meet in-store consumers’ needs, including in-store ordering, self-serve environment concept stores, real-time digital signage, and an enhanced loyalty program.



It also is launching a more “meaningful and engaging” social media presence, including rich editorial content created by brand ambassador Rosie Pope. Rosie’s experience as a fashion designer, parenting guru, and mother of four will provide a unique perspective on what to look for in children’s shoes, the company said.



Stride Rite is also expanding its philanthropic partnership with Soles4Souls, a not-for-profit organization that has distributed more than 22 million pairs of shoes to children in need, including 85,000 pairs donated to date from Stride Rite’s initial work with the organization that began in 2014.



“The investments that we are making in our business are powerfully embedded into our very versatile and parent-centric ‘Built for Childhood’ platform,” Hernowitz said. “‘Built for Childhood’ embodies all of the exciting brand improvements that parents will see and feel throughout 2015 and beyond, reaching mom in better, more compelling and engaging ways.”