Head to Foot

Lids Corp. (Westwood, Mass), the nation's leading headwear retailer, has announced a strategic alliance with Footstar, Inc. (Mahwah, N.J.), the footwear retailer whose properties include the Just For Feet chain. Under the terms of the agreement, Just For Feet will operate Lids shops in all Just For Feet superstores. The Just For Feet superstores will bring the total of Lids retail stores to approximately 500 locations.

Beginning in November, Lids will join other brands in Just For Feet stores, such as Adidas, Nike, and Timberland. Lids new marketing venture with all Just For Feet superstores will be showcased through freestanding locations within each store, offering over 3,000 hats per store.

“This strategic alliance with Just For Feet is an important brand extension for us,” said Jack B. Chadsey, Lids chairman and ceo. “The synergies of a mall-based Gen Y retailer with a big box family solution was a perfect match for both parties. Just For Feet provides a unique, interactive experience for its customers and we believe that the Lids experience — on and offline — complements that of Just For Feet.”

The Just For Feet alliance is the latest in a series of aggressive marketing initiatives for the eight-year old headwear company. Earlier this summer, Lids unveiled the e-Center, an interactive kiosk with high speedInternet technology that gives customers and salespeople access to a virtual inventory of over 50,000 hats. By the end of December, 125 e-Centers will be in stores around the country. Aimed primarily at the Gen Y audience, Lids'innovations also include a synergistic loyalty program and a rechargeable debit card.

Mickey Robinson, Footstar chairman and ceo, said he sees the alliance as “further enhancing Just For Feet's appeal as the destination store for a broad selection of athletic footwear and apparel.”

Founded in 1992, Lids Corp. currently has approximately 388 stores in 47 states. As of August 26, Footstar operated 550 mostly mall-based Footaction stores in 43 states, Puerto Rico, and the U.S. Virgin Islands, and 89 Just For Feet superstores located in the Southern half of the country. In addition, the company's Meldisco division operates 2,475 licensed footwear departments, primarily in Kmart stores.