Meijer kicks off Skechers concept shop pilot
GRAND RAPIDS, Mich. — Meijer announced Tuesday that it's continuing to up its fashion game with the spring launch of a Skechers concept shop inside the Knapp's Corner Meijer, roughly one year after the retailer unveiled a fresh approach to lure grocery customers across the center aisle to its apparel offerings.
"Our customers have realized just how serious we are about providing on-trend fashion items at the right price," stated Peter Whitsett, EVP merchandising and marketing for Meijer. "As one of the largest retailers of Skechers across the Midwest, this project strengthens our commitment to customers and gives families a convenient place to shop for shoes together."
Meijer has offered the Skechers shoe brand for more than a decade and hopes to enhance the shoe-buying experience for its trend-savvy customers. The 804-sq.-ft. Skechers concept shop at the Knapp's Corner Meijer is a pilot project that may be incorporated into select future store remodel or new store plans. It is also the newest — and largest — shop of its kind within a retailer nationwide with more than 200 of the latest shoe styles for men, women and children on display.
"Meijer has been a strong Skechers partner for many years, so we're thrilled to expand our retail presence in their stores with this new shop in shop concept," Skechers SVP domestic sales Rick Graham said. "It will showcase the Skechers brand with impactful visual displays, and create an accessible environment that is easy for customers to shop in. Working with great partners like Meijer has elevated our business and we're excited to experience the positive results from this store remodel."
The Skechers concept shop will feature four video screens to present product information and lifestyle news, including celebrity endorsements of Skechers shoes. A grand opening celebration will be held at the concept shop from noon to 4 p.m. March 21 and will include giveaways, shoe experts from Meijer and Skechers, and photos with mascots Crash from the Grand Rapids Whitecaps and Griff from the Grand Rapids Griffins.
"Skechers remains a very popular national shoe brand for our customers, who are looking for style and fit at an affordable price," said Glen Reinart, divisional merchandise manager of shoes, jewelry and accessories for Meijer. "Their designs and technology are kept fresh and appeal to all ages. This new concept shop is a perfect way for our customers to easily find the Skechers style and fit that matches their lifestyle."