A Woman Owned Business / March 2005
Renee's Birkenstock
 Helen Paxton |
By Pat Lawrence
The first Birkenstock shoe was made in a small German village in 1774 by Johann Adam Birkenstock who was registered in the church archives as "vassal and shoemaker". A few generations later, a kinsman finally created a curved shoe that reflected the shape of the human foot. But, in the 1970’s, when the uniquely comfortable shoes hit American shores, Birkenstocks took flight. After decades of high heels and pointed toes, women were seeking alternatives for their agonized feet. Though all Birkenstock shoes are sold through a single authorized US Distributor, retail distribution of the comfy, clunky footwear spread like a grass roots campaign, with independently owned stores across the country.
After 25 years with Kroger, Helen Paxton was no stranger to aching feet. Over the years she had shared with her daughter a dream to work for herself one day, to open her own business. “Then, my daughter Rachel went to Florida and took a part time job at a
Birkenstock store. She was convinced it would be the perfect business for me. She explained about the benefits of the shoes, which was really about health and wellness for the feet. The more she talked, the more interested I became. We talked about the idea, researched the company, researched the market, and studied the demographics. Pretty soon, I had to agree with her. It was perfect for me.”
So in September of 1999, Helen arranged financing with her local People’s Bank and opened Renee’s Birkenstock in a small strip shopping center in Parkersburg. Renee is the middle name shared by her daughter and granddaughter. The specialty store quickly developed a loyal following. Helen says, “The Birkenstock sandals are world famous for comfort and durability, so at the first sign of spring, we get very busy. When Birkenstocks were first introduced, there were two styles to choose from, but even though the focus is still on earth tones, the company has developed about four hundred different styles and colors.”
Demand for the homely but comfortable shoes has been steady and rising. Casual attire is more in style. Women eventually have to discard the stilted footwear of their youth and many younger women never embraced the crippling hallmark of yesteryear’s glamour. The Birkenstock arch support and deep heel cup help put the foot in normal alignment and support the foot muscles.
For some customers, Helen says their first trip can be disheartening. “It’s hard sometimes to give up the high fashion look, even when it hurts. But it does hurt. Wearing shoes that feel good, that make the whole body feel better, makes all the difference in a day and how you feel at the end of it.”
By November of 2002, Helen was ready to open a second shop. “Rachel was interested in living in a bigger city. We researched the market and studied the demographics again and chose a high end area in Columbus.” Rachel moved to Columbus to run the store.
A year later, Helen opened her third store in Barboursville, WV. This past January, she moved the Parkersburg store to Vienna. “We needed more space and more parking. Plus, we’ve added so much. The La’ Feet Boutique sells healthy but fashionable clogs and sandals. We’re adding gifts like nice handbags and golf accessory bags plus a line of body care products. Everyone loves our socks. We’re creating a new section of the store for resoling and repairing shoes. The equipment is on the way. It’s pretty exciting.”
Besides the trademark shoes, Helen says many women appreciate the contoured cork supports that can be slipped into casual shoes, tennis shoes and even short heels. “They’re firm, but with more shock absorption and flexibility than medical orthotics.”
Helen says new materials and styles are introduced each year. “We’re getting a purple shoe this year.” But she remains faithful to the idea that footwear should be designed first for the feet and should be built to last. “The Birkenstock image is comfort and quality. There’s a lot of satisfaction in that because it’s my business - I feel blessed to have it.”
Renee’s Birkenstock stores are open from 10-7, Monday thru Saturday and 1-5 on Sunday.
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Femme Fair 2006
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