Sixty-eight years ago, Peter J. “Red” Murray opened Red’s Shoe Barn in a converted blacksmith shop in Dover, NH. Murray stocked the store with shoes he bought directly from local factories. In 1963, he put an addition on the building to accommodate the growing business. The store continued to thrive, and seven years later, Murray tore down the shop and built a new space with extra parking. He expanded the business with a Plaistow location in 1983 (above), allowing nearby Massachusetts customers to buy shoes tax-free. Murray passed the business to his son Patrick in the late 1980s.
Between both stores, Red’s Shoe Barn offers a vast selection of footwear, such as sneakers from Asics, Brooks, and Nike; dress styles by Madden Girl, Florsheim, and Rieker; snow boots from Bogs, NexGrip, and Sorel; work boots by Danner, Red Wing, and Timberland, and more. The shops also carry comfort shoes from Clarks, Naot, and Ecco, among others.
Red’s Shoe Barn’s staff is composed of knowledgeable and experienced individuals, like Dover store manager Tim Winters (left), Plaistow store manager Scott Donavan (right), and ladies’ footwear and apparel buyer Carolyn Donavan (center), all of whom have worked for the business for more than 30 years. Both locations’ family-friendly, welcoming atmospheres help retain customers and employees. “A benefit of running a family-owned store is the continuity in business and family values,” Winters says. “Every decision isn’t driven by financial gain.” —Kiernan McCormick
Top-selling brands? Dansko, Birkenstock, Skechers, Brooks, Hoka, Keen, Timberland, and Rieker.
Best new brands added recently? Brunt, Lems, and Pikolinos.
Top-selling accessories? Apparel from Carhartt, Kuhl, and Toad & Co. Joy Susan handbags and Darn Tough and Smartwool socks also perform well.
What do you attribute Red’s Shoe Barn’s staying power to most? Adapting to customers’ changing needs. We started selling factory seconds and evolved to carry higher-end brand names. The community’s support and involvement have also been key to our success.
What can customers experience in your stores that they aren’t likely to experience elsewhere? Expert advice from our knowledgeable staff and a beneficial rewards program.
Who is your core customer? Families with a variety of footwear needs.
What’s the most effective way to market to customers? Email marketing through our rewards program.
Who is your fastest growing customer segment, and how are you addressing their wants and needs? Younger adults. We carry the brands they’re looking for in a friendly setting.
How was business last year? It was another good year for Red’s Shoe Barn. Steady growth is always the goal.
What’s the smartest business decision you’ve made this past year? Reviewing card processing companies. We try to do this every year or two because increases in rates and fees can go unnoticed.
What’s the biggest challenge facing your business right now and what are you doing to overcome it? Navigating the competition with our own vendors. To overcome this, we’re cutting down on brands that promote online too heavily, and increasing business with brands that help drive business to our stores.
Which is more difficult: tariffs or competing with brands’ DTC sites? Competing with brands’ DTC sites! We can control higher costs from our suppliers, but we can’t control when or how much they choose to discount products online.
What are your goals for this year? Strengthening our staff and building stronger relationships with key partners.
What are some of your leading community outreach efforts? Red’s Road Race, now in its 43rd year. It benefits several local non-profits. We also sponsor local sports teams and donate shoes to various charitable organizations.
What are you most proud of regarding the business? That Red’s Shoe Barn has grown while remaining family-focused.
Any advice for fellow independent shoe retailers? Keep things as simple as possible and grow relationships with brands and reps.
What does your staff mean to you? Our staff is the biggest factor in our ability to retain customers through multiple generations.
What’s the best way to retain good employees? Be flexible with their schedules and provide a family-friendly working environment.
Where do you envision Red’s Shoe Barn in three years? I envision both stores continuing to grow in our communities.
What do you love most about being an independent shoe retailer? The ability to choose who we do business with and the ability to make quick decisions.
Original Dover location
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