It Runs in This Family: Shoe Business Making Great Strides

By Bruce Collier August 5, 2005 Issue

The Hardy family has been in the retail shoe business for some 40 years. The four Hardys—Eddy and Mary, and their children, Joy and Eddy Jr. —have come a long way from a single store in Panama City. You can now buy shoes from someone named Hardy at two places in Panama City, and three in Destin.

A native of Cottonwood, Ala., Eddy has been in the business since he started as a part-time shoe salesman in high school. He has been selling Birkenstocks for nine years. His first store, in Panama City, was the training ground for his kids. “I literally grew up in a shoe store,” says Joy.

The store in Sandestin bears the name Birkenstock on the sign. The homely, good-for-you German footwear is very much in evidence. There’s the classic Arizona sandal, the prototypical Birkenstock, emblem of worldwide hippiedom. Nevertheless, Birkenstock is not some Age of Aquarius phenom. The company is 200 years old, and has been in the USA some 30 years. All Birkenstocks are still made in Germany. However, one’s choice in this store is not confined to Birkenstocks.

“We have about 20 brands of shoes here,” says Joy. Among the other domestic and international brands on display are Mephisto, Naot, Ecco, Arcopedico, Think!, Dansko, Taryn Rose, Finn Comfort, Teva, Chaco, Merrell, and New Balance. The shoes come from Denmark, Finland, Israel, France, Italy, Brazil, Portugal, and the USA. An especially hot item is the Swiss MBT line. MBT stands for Masai Barefoot Technology.”

Borrowing its name from an ancient African tribe, MBT claims its high tech approach to healthy perambulation dates from 1400 B.C. The shoes feature a beveled heel, and a spring-action sole. “It’s like you’re walking on sand,” says Eddy.

They aren’t the prettiest shoes you’ve ever seen, but the Hardys have long since chosen quality and healthy comfort over fashion. You won’t find six-inch heels, platforms, or those things starlets wear tottering down the red carpet.

“We get referrals from chiropractors, and recommendations from podiatrists,” says Eddy. “People who’ve had operations, or back problems, come and we help fit them.” Joy adds that virtually all the shoes can be sent to a factory in California for repair.

Five stores are good enough for now, but the Hardys are expanding in their existing spaces. “We’ve doubled the store in size,” says Eddy. Stock is also due for a change. “We’re expanding into ‘fashion with comfort,’” he adds. Visiting shoe shows is a big part of keeping current. “We go to Las Vegas, Miami, Atlanta. But not New York.”

A walk around the store disproves the notion that health and comfort mean one style and one color. Yes, there are sandals, but also sports and dress shoes for men, women, and children. In addition to brown and black, colors include bright blue, shocking pink, raspberry red, lemon yellow, and orange orange. There are also socks, and handbags. Major brand displays feature brochures, charts, and user guides. Care and maintenance kits are available, tailored to individual brands and models. It’s like a car show room.

And a busy one at that. Summer is the high season, when the total number of employees in all five stores reaches 20. Eddy Jr. is on the floor today. “Eddy is the face most people see,” says Joy. Like her father and mother, Joy travels from store to store, managing and keeping track. Eddy Jr. is finding a price for a customer, moving swiftly in a pair of backless Birkenstocks. Eddy Sr. sports a sober black pair of Finn Comforts, and Joy wears shiny black Taryn Rose sandals.

“I’ve been living in these,” she says. Joy is expecting her first child in a matter of weeks. “I guess she’ll grow up in a shoe store, too.”

If you find yourself in need of a shoe fix, you have five Hardy-owned establishments to choose from in Destin and Panama City.

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