Heel of a Time

Fast-fashion meets deep discounts in Florida’s newest concept store

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Retail Synergy, a company that specializes in turn-key store concepts, marked the grand opening this past weekend of its latest concept, Heels N’ More in Orlando, FL. The store offers wholesale-like pricing for its array of name-brand women’s shoes and bags. Co-owners Thomas Souza and Eric Nelson have great expectations for this price-driven, fast fashion format. “We believe the timing is right to open a lot of stores,” Souza says. “The goal for 2016 is 25 doors.”

That confidence stems from a thought-out formula. By buying cancelled orders, short runs, overstocks, special buys, end runs and exclusives (by the truckload), Heels N’ More believes it can undercut its competitors by 50 to as much as 90 percent. “We inform our customers that we rarely restock the same item,” Souza explains. “If they like a shoe, buy it now, because it might not be available next week.” The target demographic is Florida’s ethnic community, which Souza believes is an underserved market. By placing stores in these neighborhoods, they’re easily accessible for customers as well as boast cheaper rents.

To celebrate the opening weekend, Heels N’ More hosted giveaways, door prizes, food trucks and offered an additional 20-percent discount to all fire and police workers. In addition, a portion of the day’s proceeds benefitted Central Florida’s Harbor House, which provides care for domestic violence survivors. Heels N’ More also gave 10 percent of earnings to Ride 4 Orphans, an organization in Boca Raton that works with Spanish River Church to provide electricity, food and medical care to orphans all around the world.

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