Ken and Ed of Shoe Train

I love this! I want to meet Ed! I don’t have much more to say than cudos to Ed for what he is doing…I am a big fan of giving back and doing so in the manner he does certainly is award worthy in my opinion!! Great article Ken!!   -Julia

Positioning for the Future – The story of Ed and Shoe Train”

There is an assault  on independent shoe store these days.   The Internet is eating into their business.  The vendors are selling to them… and selling against them off of their own website.   And finally, many shoe companies are making “commodity” product while lowering the price.   In short, independent retailers are subjected to “RPG’s, IAD’s and SCUD missiles” every day fired right at them.  Many will become casualties, a precious few will not.  Ed, the owner of Shoe Train in Potomac, MD will make it.

Ed is a smart guy and restless guy.   A few years ago, Ed realized that he must change the way he is doing business or suffer a blow to his bottom line.   Ed’s store is in a non-descript mall, with a McDonald’s as the anchor.   He is an affluent area with highly educated customers.   Ed did not look to the Internet as his salvation although he is technology savvy.   He operates on a personal level and wanted to increase his business without giving up what he loves: people!   Although Ed is widely considered to be one of the best independent kids retailers in the country( many management types visit his store seeking advice and product direction), he is special for reasons other than volume.

In short, Ed found a niche in the “Special Needs” business.   He works with kids with all sorts of ailments from retardation to Down’s Syndrome, to children with Cerebral Palsy.   No child is too handicapped for Ed to wait on.   He makes the child and the parents of the children feel normal.   He has patience and a level of tolerance that would  make a Priest smile.   During a recent conversation, Ed told me that some kids spit on his “bald head”.   He does not mind this and tells the customer he appreciates the additional shine brought to his”dome”.   Ed’s mild manner works perfectly with these customers.

I have witnessed first hand Ed waiting on these kids.   I can tell you that these customers ask for Ed by name and some will drive up three hours to deal with him.   Ed has told me that this piece of his business has added significant growth to his bottom line. 

During a recent conversation over dinner, Ed told me that he views this business as a service to his community and feels proud to be able to provide for these special customers.     Ed is doing good while doing good for his bottom line.   A true win/win.

Ed is fortunate that he has a very capable manager, Ken to handle his “regular” business as he is always in demand.   Ed’s business works well because of Ken, his staff, his commitment to the customer, and because he has found a segment of the business that is insulated from the Internet, and in many cases, price too.

I am very proud to call Ed my friend for many reasons.  Everyone that knows Ed is quite respectful of his business, his reputation and moreover, the type of person Ed is.

Every year, when I get the Footwear News “top 100 most influential people”, I always hope that Ed will be among them.   He never is, which I know is just fine with Ed.   These top 100 people influence the industry, the fashion, retail and the product.  Ed influences the customer and makes them feel special.  An award that is fully satisfying to him!       

Ken Proctor
Front Man – Dad
Twig Footwear, LLC
c: 501.276.0140
e: Ken@twigfootwear.com
 www.twigfootwear.com