Flip Flop Shops Steps Into Edmonton

By Michael A. Misetic
The Edmonton Examiner - October 23, 2009

Flip Flop Shops is exposing its toes in Edmonton. The only lifestyle retail franchise to capture the essence of the flip flop connoisseur way of life, Flip Flop Shops recently opened its first local shop in the West Edmonton Mall. Selling nothing but flip flops and sandals – priced from $20 to $130 – the new shop is expanding its one-of-a-kind laidback brand throughout the province, calling for a total of five shops in the next 3-5 years. The expansion announcement is part of a well-managed national growth strategy calling for 35 locations throughout Canada in the next five years.  "Flip flops have evolved into a premium lifestyle necessity, and Flip Flop Shops was created to fill the void in the retail industry," said Nadine Lawless, owner of the new shop. "We look forward to offering local consumers with a 'barista' style experience of product knowledge, where they can indulge in all the hottest brands and latest styles at their leisure." The company’s mission is to provide the opportunity for anyone, in any climate, to "live, work and play with their toes exposed" while wearing the freedom of flip flops on their feet. The chain’s line of flip flops, which include leading brands such as Reef, Hurley and O’Neill, sell on average for $45. Higher-priced flip flops by Havaianas are embedded with Swarovski crystals. "There are droves of people just as passionate about freeing their toes as Flip Flop Shops," Lawless added, highlighting that flip flop sales exceeded those of athletic shoes for the first time in 2006, and flip flop fever has continued to build momentum ever since. "Our flip flops are an extension of who we are and what we stand for. We live, work and play with our toes exposed while wearing the freedom of flip flops on our feet." Even the smell and sound of each store captures the Flip Flop Shops laid-back, yet adventurous character. Approaching from 15 feet away, coconut suntan oil scent and active lifestyle inspired music begins to tickle the senses and excite the toes of likely customers.

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