The end of the 1990's saw the style conscious population convert from waxed cotton waterproof jackets to breathable fabrics such as Goretex. We are in the midst of similar revolution in footwear which makes it a perfect fit for garden centre self service and impulse style retailing.

One benefit, that non specialist retailers may not be aware of, is that there is no longer the need to "work in" a new pair of shoes. They are comfortable from the moment you put your feet into them. And nobody, especially women, buys uncomfortable shoes.

"Footwear purchases are rarely solely price driven - what do you pay to have warm, comfortable feet?" asks Monty Stuart-Monteith from specialist outdoor footwear supplier Belstane. Footwear is fashion and this brings opportunities for retailers to co-ordinate it with other products such as clothing and "giftware".

Footwear is seasonal, another area where garden retailers have considerable experience. While items such as waterproofed shoes and boots sell all year round (approx.10 million pairs) they have peaks in spring and autumn. Slippers key time is autumn/winter and canvas and sandals will peak in the summer. As a result not huge space commitment is required. Garden retailers committing space to additional footwear ranges can expect £3,000/£30,000 a year turnover from a one square metre footprint stand, depending upon their overall centre turnover. Margin can be 60% dependant on suppliers and product mix. So there is money to be made, but maintenance can be high.

Unsupervised customers will not put boxed product away after trying it on. You will not sell many hiking boots if you do not sell hiking jackets and fleeces, so space requirements given styles, brands and footwear function need to be considered by retailers entering the market. Footwear suppliers mostly supply footwear retailers who know what they are doing. Garden product retailers do not when it comes to footwear. Perhaps the most basic point, a chair to sit on to try on the Wellington boots many garden centres sell is seldom available.

Gardiners Footwear address this with their "make it simple" philosophy:

• For the retailer
• For the consumer

Working on the basis that nobody goes to a garden centre to buy a pair of shoes, impulse sales are required.  Hung product, minimal back store stock, and simple, low level, quick turn round reorders.

When it comes to shoes, under £50, an attractive brand, colour, comfort and performance and ladies will consider it an impulse purchase.

At a price 70 to 80% above a typical garden centres average spend per customer that has to be an attractive "fit" into their product range.

GIMA

01905 381142

www.gima.org.uk