FootSmart History

← Back to the current FootSmart profile

The Company Description of Its Time

FootSmart is this letter's direct retailer, and the historical record begins with care rather than stock: FootSmart cares about its customers, and has partnered with leading healthcare professionals to compile a group of carefully selected foot and lower body healthcare products. The fact box in the filing is complete and this page preserves it whole: founded 1989; corporate headquarters Norcross, Georgia; distribution center Memphis, Tennessee; number of employees 300; number of catalogs mailed annually 55,000,000. Fifty-five million catalogs is the tell - this is a mail-order and online business, the largest direct retailer of foot and lower body healthcare products in the United States, selling over 3,000 comfort, health and pain-relieving products designed to effectively improve your quality of life, online and via mail-order catalog.

Lower Body Health: The Concept and the Market

FootSmart's claim to have pioneered a category is stated plainly: since the foot is the body's foundation, proper foot function is highly related to healthy ankles, legs, knees, and lower back - which is why FootSmart pioneered the marketing concept of 'Lower Body Health' in 1995, aggregating comfort and therapeutic footwear and related categories into a unified marketing approach. The market figures filed beside it: over 80% of the U.S. adult population suffers from one or more foot conditions every year, and the U.S. Footcare Market through all channels totals about $1.5 billion annually. The demographic argument follows: with the first Baby Boomers turning 65 in 2011, aging demographics provide a strong tailwind for FootSmart for the next two decades, and its target audience is baby boomers and seniors.

At Benchmark Brands, the filing continues, they design, develop and source many of their products, utilizing industrial and footwear designers, podiatrists and physical therapists. The objective: proprietary products that best meet customers' healthcare, lifestyle, comfort, and fashion needs. The house brands named in the historical record show the range of that programme - Select Support hosiery, Podiatrist's Secret foot creams, PedaBella shoe comfort aids and Comfortology footwear - each with a unique selling proposition, in the filing's words, appealing to its target audience. Comfort products are described on this page in product terms only. The filed customer care phone number is (800) 707-9928, kept as part of the record.

← Back to the current FootSmart profile