Paid for by Stout’s Footwear
In the mid-1800s, shoes were cobbled, custom-made for each individual’s feet. In the latter part of the 1800s, when factories started making shoes, shoe stores began springing up. One of those stores was Harry Stout & Company, located on Massachusetts Avenue in Indianapolis. Founded in 1886 by Harry Stout and William Bristor, Edward Stout later replaced Bristor as partner. Future generations carried on the family business, and today Stout’s Footwear is run by Brad Stout and his wife, Stephanie.
When Brad joined the business in 1982, it wasn’t uncommon for stores to have animals in them.
“At one point we had monkeys, and when I was growing up we had a bird,” says Brad. “That’s why we have Ripley, the macaw in the downtown store.”
The original Stout’s Carmel location, which opened in 1985, was torn down three years ago, and they built a brand-new modern facility in the same location. They now have four locations: downtown Indy, Carmel, Greenwood and Brownsburg.
The shoe industry has evolved dramatically over the past 100 years. Materials have changed. Styles have changed. What people wear out on the street has changed. Through it all, Stout’s Footwear has thrived, and that’s due in large part to their ability to pivot.
“Years ago when shoes were made in the U.S., Stout’s bought the defected shoes and then they had a cobbler fix those defects and sold them at a discount,” says Stephanie, managing director. “When the Walmarts and Rack Room Shoes came along, we pivoted to offer the higher-end, quality sizes and widths.”
They carefully curate their selection of shoes, which includes unique brands from Australia, Austria, Germany, Spain, Portugal and Brazil. Their premier brands are Hoka, Birkenstock, New Balance, Dansko, Brooks and Pikolinos. They also carry Stride Rite, which is a big deal since all Stride Rite shoe stores are gone.
“Of all the demographics that need to be measured, babies and toddlers are one of the most important,” Stephanie says.
Aside from their quality merchandise, Stout’s Footwear provides exceptional personalized customer service.
“Unlike big-box stores, we offer the sit-and-fit experience that has become very unique,” says Stephanie. “Hardly anyone does it anymore, and people really value that service.”
This personalized customer service experience includes not just measuring feet, but also asking the right questions to point the customer to the right footwear for them.
“We ask what kind of work they do; are they teachers, nurses, warehouse workers?” Stephanie says. “If they’re going on a trip, we ask what kinds of activities they plan to do. Will they be hiking or walking a ton?”
Often a customer will purchase something that they never would have picked out themselves without the salesperson’s guidance. For instance, if you suffer with plantar fasciitis or you own custom orthotics, you might do better with a certain shoe over another.
“If your feet hurt, everything hurts,” says Stephanie, who notes that wearing the wrong shoe size can damage your feet. On average, feet will grow two sizes after you think you’ve finished growing. And did you know that your left foot can be bigger than your right? Or that the number of people who wear wide shoes has doubled in the last 20 years? This is why the sit-and-fit experience is so crucial.
“Getting the right size solves 99% of foot problems,” Stephanie says.
In addition to shoes, Stout’s also sells athletic socks, upgraded inserts, bags and a limited supply of outerwear.
“At our downtown Indy store, whenever there’s a Colts game and the opposing team is from a warm locale, they’re never prepared for the cold weather, so they stop in to buy socks, boots and clothes,” Stephanie says.
Stout’s Footwear is committed to giving back to the community, so they regularly participate in various donations and drives.
“We love supporting Back on My Feet, a national organization that helps people who are transitioning from homelessness or other bad situations,” Stephanie says. Back on My Feet empowers people to achieve economic independence through fitness and community.
“This organization gets people involved in running and walking groups, and moving is vital for mental health,” Stephanie says.
Each year secret shoppers are sent to every independent footwear retailer in the country to assess the customer service experience. For the last two years Stout’s Footwear has won a gold service medal from Footwear Insight, and this year they came in fifth place in the nation.
Stephanie and Brad love welcoming both loyal and new customers.
“I have a customer who for the last 20 years has driven two hours to see me,” Stephanie says. “And just last week someone came hobbling in off the street because of foot pain. I fit them with a pair of shoes, and they said that was the most pain-free they have felt in forever.”
