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Star Bay Shines With Fashion Footwear
HAVING ALREADY met with success in one retail channel, an established supplier of com- fort shoes is moving into more fashionable footwear. The fi rm is offering that line to shoe stores and boutiques, a departure from its usual customer base. Star Bay Group, an importer and exporter, specializes in comfort- able, casual footwear. The full product list includes all sorts of moccasins, beaded and sequined slippers, sports sandals, indoor shoes, and more. Now that the lines will expand to include designer footwear. According to Star Bay’s Jen-
ny Jin, the company is pursuing a dual strategy. “We have two lines,” she explains. “One is for the fashion market, which is a little bit more expensive, and the other is for discount and off- price stores. So we are targeting two markets.” The addition of a fashion line is new this year, and will be a major strategy for 2011. “Next year our designs will be much more fashion oriented than before,” says Jin. “This is our new thing. We started selling to those stores this year.” Star Bay continues to be de-
voted to its longtime customers. “Right now the main stores we sell to are the off-price, discount, and 99 cent stores. Those are our main target,” Jin adds. “The sec- ond target is the stores that carry fashion shoes.” And the addition
of the designer options means more choices for all customers. The company is expanding in other ways as well. One such new initiative is the addition of a line of socks. Star Bay also appeals to a wide range of customers by offering sandals and boots for everybody. “Many wholesalers may only carry items for ladies or men, but we cover men, ladies, and children,” says Jin. Moreover, the company re-
mains a source for high margin product. “Our prices are very
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