Ryan Prickett knows the value of building a business but also the importance of good support in shoes. As a manager and partial owner of Brown’s Shoe Fit Co. in Colorado Springs, Prickett realizes the balance of good quality brands, knowledgeable staff, and local understanding is crucial along with building up a loyal base of a trusted shoe store.
Prickett says Brown’s has a long history, having been in business for over 100 years as a company. The founder, Win Brown, started his own little store in a doorway in Shenandoah in Southeast Iowa. He had a supply of shoes, measured people’s feet, and then delivered shoes to their homes. “It was just that very personable thing that he did. And then as he grew, he had his own actual store in 1941 and then he opened a second store.” Prickett said Brown just gave opportunities to young people to start their own stores and let them buy-in. “And by doing that, by having ownership instead of just running a store for someone else you have ownership of it. You put a lot more into it.”
Manager Finds His Story with Brown’s Shoe Fit Company Through Family
Prickett says his own story with Brown’s Shoe Fit began with his uncle who ran a Brown’s store in western Kansas. Prickett grew up in Iowa. His uncle, needing assistance, wanted Prickett’s help. Prickett explains that Brown’s Shoe Fit has a trainee program. “It’s actually a nationally recognized apprenticeship now where we will take people and train them to run a store, every aspect of running a store, whether that’s advertising, buying, marketing. You name it, they get taught. So that’s what I did.”
Prickett worked for his uncle for a few years in western Kansas and then for another owner-operator in Warrensburg, Missouri for another couple of years. “And then I got the opportunity to run my first Brown’s Shoe Fit store.” He says, to become a manager, you’re buying into the way Brown set it up their program, where the manager takes on actual ownership by monetary investment. “So, you have that ownership and that personal care of taking care of it because it’s yours.”
He explains that there are 72 stores in the company currently. “But each store has got its own personality, its own flair because it caters to its community. So, with me, I got my first store. And the way we’re set up, obviously, some stores are better than others. Typically, your first one is kind of a smaller store in our company. I totally turned that one around and got it doing very well. So, then I very quickly got an opportunity at a better store which took me to Spencer, Iowa, which is northwest Iowa.” He says the store was a far drive away from his family. He knew the Colorado Springs store was going to be available at that point. “And my wife’s sister and her husband lived here. So, I called the main office and said, ‘Hey, the Colorado Springs store is available. I would love a chance to run it.” And it happened.” Prickett began running the store in January 2009.
Catering to a Changing Town and its Footwear
Prickett says Colorado Springs has grown a lot, but the town has definitely changed. He says that the past three years have been especially tough as with most downtown businesses. He says they have always had their issues with parking and the homeless. Of course, he says, his biggest issue is online competition.
The advantage is a brick-and-mortar shoe store. Because all shoes fit differently a brick-and-mortar shoe store can have people try on shoes. Prickett says plenty of people still come in, but the store also serves what he believes is a niche market. “We are definitely comfort casual. My number one customers are people that walk through the door and are on their feet a lot or have feet issues. So, they’re looking for support, that all-day comfort.”
Many of his regular customers are in the healthcare, food service, education, and retail industries. Support is the number one request he receives; especially support underfoot to take care of soles thereby cushioning the feet for better longevity and foot health, especially during long days. Prickett’s number one brand at the store is Dansko, a brand known for its support as well as its slip-resistant bottoms. However, many people have the misconception that Dansko is just a brand that only sells clogs. Prickett says Dansko has diversified its product line. Brown’s Shoe Fit in Colorado sells many of those varieties.
Understanding Customer Shoe Needs and Lifestyle
Prickett says some customers walk in but do not want to have a conversation. They just want to look around. But others, many times, will engage and then Prickett and his staff will take the time to learn what people need. “I mean, a lot of times it’s just simply ‘I’m on my feet, my feet hurt.’” The number one foot issue that they hear of is plantar fasciitis. “’My heels hurt and I don’t know why?’ And so, we can explain that. We also work with several podiatrists who send people to us to help.”
Prickett says he has also noticed over the years people dress up less than they ever have before. Yet in the past year (2022), he has seen an uptick in people wanting to dress up a little bit more. For years, it’s trended away from dressy. “And if you’re a churchgoer, the church is less dressy [as well].” He says they offer more casual fashion but still try to “gear up” towards quality and support.
When Prickett thinks of a good shoe, he thinks of the quality of the material and how it’s manufactured and then thinks about support. How is it going to support the foot? Support in turn, in his mind, equals comfort. If a shoe is flat and hard, it’s just not going to be comfortable.
As far as Brown’s legacy and their ongoing presence downtown, Prickett sees the store as a staple. “I mean, we’ve been here for 38 years. And we’ve been in the same place. I see it as we are still your ‘come-to-for-comfort’ footwear store.” Prickett says the latest trend is comfort because a lot of the comfort brands are still trying to be fashionable. “They’re not just looking to make a shoe just because it’s supportive. They want people to like what they wear and feel good about what it looks like.”
